See which brands' TV ad strategies at the 2022 World Cup earned them a spot on our ranking of top commercials by viewership. By looking at impressions and creative effectiveness, discover what made the top advertisers of the most-watched sporting event stand out. Slide down to the glossary at the bottom of the page for the definitions and methodology behind each metric. Metrics shown are for 11/20 to 12/18.
1
- Impressions: 261.6M
- Airings: < 500
- Est. TV Spend: $14.6M
- Interruption Rate: 3.34%
- Attention Index: 97
- Likeability Score: 494 (19% below norm)
- Top Emotion: Incredulous
2
- Impressions: 148.1M
- Airings: < 100
- Est. TV Spend: $10.2M
- Interruption Rate: 3.54%
- Attention Index: 99
- Likeability Score: 648 (6% above norm)
- Top Emotion: Dishonest
3
- Impressions: 111.7M
- Airings: < 100
- Est. TV Spend: $5.6M
- Interruption Rate: 4.39%
- Attention Index: 90
- Likeability Score: 590 (3% below norm)
- Top Emotion: Soothing
4
- Impressions: 110.9M
- Airings: < 100
- Est. TV Spend: $2.8M
- Interruption Rate: 3.93%
- Attention Index: 86
5
- Impressions: 107.5M
- Airings: < 100
- Est. TV Spend: $5.9M
- Interruption Rate: 2.83%
- Attention Index: 103
- Likeability Score: 604 (1% below norm)
- Top Emotion: Heartfelt
6
- Impressions: 100.3M
- Airings: < 100
- Est. TV Spend: $2.6M
- Interruption Rate: 1.44%
- Attention Index: 100
- Likeability Score: 626 (3% above norm)
- Top Emotion: Curiosity
7
- Impressions: 96.6M
- Airings: < 100
- Est. TV Spend: $5.8M
- Interruption Rate: 5.15%
- Attention Index: 82
8
- Impressions: 89.4M
- Airings: < 100
- Est. TV Spend: $4.9M
- Interruption Rate: 2.15%
- Attention Index: 120
- Likeability Score: 541 (11% below norm)
- Top Emotion: Inappropriate
9
- Impressions: 77.9M
- Airings: < 100
- Est. TV Spend: $6.4M
- Interruption Rate: 3.41%
- Attention Index: 101
- Likeability Score: 559 (8% below norm)
- Top Emotion: Cutting_edge
10
- Impressions: 63.5M
- Airings: < 100
- Est. TV Spend: $890.8K
- Interruption Rate: 1.31%
- Attention Index: 118
11
- Impressions: 63.5M
- Airings: < 100
- Est. TV Spend: $2.9M
- Interruption Rate: 2.59%
- Attention Index: 122
- Likeability Score: 653 (7% above norm)
- Top Emotion: Thirsty
12
- Impressions: 62.3M
- Airings: < 100
- Est. TV Spend: $2.8M
- Interruption Rate: 1.95%
- Attention Index: 126
- Likeability Score: 581 (5% below norm)
- Top Emotion: Dishonest
13
- Impressions: 59.9M
- Airings: < 100
- Est. TV Spend: $3.7M
- Interruption Rate: 3.07%
- Attention Index: 131
- Likeability Score: 697 (14% above norm)
- Top Emotion: Love It
14
- Impressions: 49M
- Airings: < 100
- Est. TV Spend: $2.5M
- Interruption Rate: 2.56%
- Attention Index: 105
15
- Impressions: 48.6M
- Airings: < 100
- Est. TV Spend: $2.2M
- Interruption Rate: 2.46%
- Attention Index: 111
- Likeability Score: 662 (9% above norm)
- Top Emotion: Funny
16
- Impressions: 41.8M
- Airings: < 100
- Est. TV Spend: $2.4M
- Interruption Rate: 2.72%
- Attention Index: 112
17
- Impressions: 36.2M
- Airings: < 100
- Est. TV Spend: $1M
- Interruption Rate: 1.01%
- Attention Index: 111
18
- Impressions: 28.8M
- Airings: < 100
- Est. TV Spend: $2.3M
- Interruption Rate: 3.91%
- Attention Index: 85
19
- Impressions: 27.1M
- Airings: < 100
- Est. TV Spend: $1.3M
- Interruption Rate: 2.09%
- Attention Index: 129
- Likeability Score: 499 (18% below norm)
- Top Emotion: Awful
20
- Impressions: 26.8M
- Airings: < 100
- Est. TV Spend: $1M
- Interruption Rate: 2.48%
- Attention Index: 83
- Likeability Score: 619 (2% above norm)
- Top Emotion: Nostalgic
Glossary Of Terms
- Airings
- Ad occurrences; a single ad airing on a specific network at a given time.
- Attention Index
- A comparison of your ad's Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
- Est. TV Spend
- Est. TV Spend is calculated by multiplying the impressions by the cost per 1,000 viewers (CPM) divided by 1,000. It provides a foundation for doing an apples-to-apples comparison across all media units and advertisers.
- Impressions
- TV ad exposures captured across 83M smart TVs and set-top boxes which are extrapolated and balanced with census data for an accurate representation of US households.
- Interruption Rate
- The percentage of devices that were present at the beginning of an ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption Rate is measured on a scale from 0 to 100%.
- Likeability Score
- Measures the extent to which Creative Assessment survey respondents like an ad. Scores range from 1-950. A difference of +/-25 points between scores is statistically significant. Ads are compared to the All Industries 90-day Likeability norm of 609.
- Top Emotion
- We measure 57 emotional reactions to an ad derived from hundreds of Creative Assessment survey respondent verbatim comments. The Top Emotion represents the reaction with the strongest signal and is at minimum stronger than 75% of all ads for that specific emotion.