Who says Americans are not passionate about soccer? In Q4 2022 both the top overall ad according to our Creative Breakthrough Score, and the ad that performed best with men were soccer-related. As a reminder, our Creative Breakthrough Score measures how well an ad captures attention compared to other ads that run in the same pod. It is a strong measure of an ad's creative impact.
Door Dash, a Major League Soccer partner, scored big with its catchy and clever ad inspired by soccer fans, and Kia's sponsorship of the World Cup paid off. The car company's ad leading into the World Cup championship game grabbed the most attention from men in the quarter. Carvana rounds out our list of top ads for the quarter, with a personal narrative that engaged female viewers best.
At TVision, we measure every second of TV and CTV content and ads and report on engagement in our SAAS platform Ad Scoreboard. We used that data to identify the top-performing ads of Q4 2022, which we've highlighted below.
In Ad Scoreboard, marketers are able to drill into the performance of their campaigns at the brand level and also analyze the performance of specific ads. Marketers use Ad Scoreboard to evaluate their own engagement and compare it to competitors. With insight into overall Attention and Viewability, as well as the networks, apps, and dayparts that perform best, marketers are able to optimize their campaigns for maximum value.
Take a look at the videos below to see how the top ads from Q4 2022 captured viewer Attention second-by-second.
Creative Breakthrough Score - 118
The Top Ad for Creative Breakthrough Score, according to TVision's Ad Scoreboard comes from DoorDash. The company was a Major League Soccer sponsor and the ad primiered in June of 2022, as part of DoorDash's customer-inspired ad campaign. The ad performed 11% above the network norm for ad attention on Fox Sports, which was responsible for 7% of the ad's impressions in Q4 2022, according to TVision's panel. Outside of sports, the ad also outperformed on BET and VH1 which together accounted for almost 40% of the ad's impressions in the quarter. The ad also performed well with 30-39 year olds, at 45.8% ad attention with this demo, it was 12% above the average.
Creative Breakthrough Score - 118
With a very high 118 Creative Breakthrough Score, the ad from Kia showed the power of event tie-ins and sponsorships. The ad exclusively ran on Fox Sports and Fox Sports 1, where the World Cup games were broadcast. The ad featured a soccer fan tuning in to the games as he drives a Kia, even as he stops to refuel, drives through town and unites with friends and family for a celebratory viewing party, the voice-over featured soccer play-by-play. The ad performed 5% better than average with the hard-to-reach 18-29 year old bracket.
Creative Breakthrough Score - 113.3
The Top Ad for Creative Breakthrough Score among women in Q4 2022, according to TVision's Ad Scoreboard, comes from Carvana - "My Carvana Story: Rina". Unlike the other top ads of the quarter, Carvana features first-person story telling to explain Carvana's process for selling cars. The ad performed 5% better than the average for attention with 30-39 year-olds. It also outperformed on FX, with an overall ad attention of 43.7%, it was 6% better than the average ad on that network.
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