Women’s World Cup Outscores Men’s for Ad Appeal
System1, the creative effectiveness platform, today revealed the top-ranking ads celebrating the FIFA Women’s World Cup and how the creative compares to the ads aired during the FIFA World Cup Qatar 2022.
System1’s Test Your Ad platform predicts the short- and long-term commercial impact of ads by measuring viewers’ second-by-second emotional responses to creative. It assigns ads a Star Rating, from 1 to 5.9-Stars, based on their ability to drive market share growth.
Here are the top-ranking tournament ads according to Star Rating, or long-term brand building potential:
- ITV (UK) – “The Pride has Arrived” – 4.4 Stars
- Claro (Brazil) – “Todas Marias” – 4.3 Stars
- Nike (Brazil) – “Debinha I Joga Forever” – 4.1 Stars
- Adidas (UK) – “Play Until They Can’t Look Away” – 3.8 Stars
- Frito Lay (US) – “Taste of Greatness” – 3.7 Stars
By comparison, System1’s test of 20 ads from UK, US and Brazilian advertisers in the men’s World Cup last year found only one 4-Star ad, while half the ads scored between 1 and 2 Stars. The women’s tournament has already scored three 4-Star ads and six 3-Star ads.
“Sport as a platform has universal appeal, so there’s a lot of value in sponsorship if brands get it right,” said Jon Evans, Chief Customer Officer, System1. “For the women’s tournament, many advertisers are leveraging famed athletes and celebrities, plus right-brained elements like melodic music, humour and distinctive assets that capture consumers’ broad-beam attention and drive long-term market share growth.”
In addition to surveying the general public on how they felt about the ads, System1 also conducted testing with sports fans. Recent research from System1 and Fuse, a sport and entertainment agency powered by Omnicom Media Group, found that sport sponsorship assets have the power to perform as well as the world’s best advertising and often achieve even greater effectiveness among sports fans. This uplift in effectiveness is known as “The Sport Dividend.”
Perhaps the most widely talked-about ad of the tournament from Orange, promoting gender equality in soccer, scored 3.1 with the general public and secured a considerable increase in long-term effectiveness with sports fans, landing at 4.7-Stars. Thus, The Sport Dividend is an impressive 1.6-Stars, equating to good brand-building potential among the general public and strong brand-building potential among the mass audience of sports fans.
