Advanced Television


Study: Women’s World Cup outscores Men’s for ad appeal

System1, the creative effectiveness platform, has 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. […]

August 14, 2023

Study: Sport sponsorship can be stronger than traditional ads

Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a study by sports and marketing agency FUSE in partnership with creative effectiveness platform System1. The study, The Sport Dividend: Unlocking Incremental Brand Growth Through Sport Sponsorship, revealed that a range of activations associated with sport sponsorship, from advertising to digital content, has […]

August 1, 2023

Research: Emotion, humour key to TV ad success

Research from System1, the creative effectiveness platform, and ITV, has revealed the key ingredients of TV adverts that achieve short-term success. The research is based upon System1’s Spike Rating – a predictive score that indicates short-term sales effect over the 8-10 weeks after an advert has aired, derived from two factors: speed of branding and […]

July 6, 2023

Report: Asda’s Elf named favourite TV ad of 2022

System1 and ITV have revealed the top-performing UK ads of 2022, including work from Aldi and McCann, Boots and VMLY&R, Amazon and Lucky Generals, Tourism Australia and M&C Saatchi, and more. The creative was ranked using System1’s Test Your Ad platform, which measures viewers’ second-by-second emotional responses to advertising and features a database of nearly […]

February 28, 2023

Disney’s Super Bowl ad rated ‘most effective’

System1, a specialist in advertising effectiveness, has unveiled the top performing commercials from the 2023 Super Bowl, ranked according to their long-term brand building potential. In a night packed with movie and TV homages, Disney’s 100th anniversary celebration held off the M&Ms spokescandies to take the top effectiveness spot. System1’s Test Your Ad platform predicts […]

February 13, 2023