Driving emotion across the funnel: TV advertising at the Euros
By: Kiran Uppal, VP Creative Insights, Nexxen Studio
The UEFA European Championship 2024 [Euros] kicked off a Summer of sport that was filled with moments of high drama, emotion and surprises. But those moments weren’t just confined to on the pitch, or even the participating teams. The brands who looked to capitalize on the event created advertising that ticked all these boxes too.
At Nexxen, our Studio Insights team is constantly testing ads to see how they perform on sets of key metrics. And over the course of the first week of the Euros, we tested eleven different ads, for ten different brands.
The insights gained from this thorough process gives a one-of-its-kind analysis of this summer’s football advertising in the UK.
Consumers are Proud and Happy
Our analysis shows us that overall, brand advertising that aimed to cash in on the Euros was a hit. In fact, in the key 18 to 34 bracket, every ad we tested performed above the norm. And for the General Population, 82% of the ads performed better than average.
Furthermore, 91% of the ads outperformed on Brand Recall, with an average performance of 36% better than the UK Norm.
Ironically for a country more used to disappointment, optimism still won out – 11% of respondents felt intense levels of happiness, which is 40% above the UK Norm. And appropriately for ads cashing in on the national team, pride was also a top emotion, being 112% higher than the UK Norm.
That said, it’s often the ads that take a contrary angle that triumph. So BHF’s moving ad ‘Till I Die’ evoked intense Sadness, and made it stand out for the crowd, as evidenced by its high scores across the board, particularly in Brand Recall.
Having conducted a thorough analysis, we’ve identified the groups most likely to respond to ads around the Euros – which we call our Opportunity Audience. This group is Males, 25 to 34 year olds, and Small to Medium families (married 1-2 children).
Overall, audiences were suitably impressed by the ads we analysed, and the brands who looked to capitalize on the UEFA Euro 2024 tournament should be as proud – and happy as the viewers of their ads.
Driving emotion across the funnel: TV advertising at the Euros
By: Kiran Uppal, VP Creative Insights, Nexxen Studio
The UEFA European Championship 2024 [Euros] kicked off a Summer of sport that was filled with moments of high drama, emotion and surprises. But those moments weren’t just confined to on the pitch, or even the participating teams. The brands who looked to capitalize on the event created advertising that ticked all these boxes too.
At Nexxen, our Studio Insights team is constantly testing ads to see how they perform on sets of key metrics. And over the course of the first week of the Euros, we tested eleven different ads, for ten different brands.
The insights gained from this thorough process gives a one-of-its-kind analysis of this summer’s football advertising in the UK.
Consumers are Proud and Happy
Our analysis shows us that overall, brand advertising that aimed to cash in on the Euros was a hit. In fact, in the key 18 to 34 bracket, every ad we tested performed above the norm. And for the General Population, 82% of the ads performed better than average.
Furthermore, 91% of the ads outperformed on Brand Recall, with an average performance of 36% better than the UK Norm.
Ironically for a country more used to disappointment, optimism still won out – 11% of respondents felt intense levels of happiness, which is 40% above the UK Norm. And appropriately for ads cashing in on the national team, pride was also a top emotion, being 112% higher than the UK Norm.
That said, it’s often the ads that take a contrary angle that triumph. So BHF’s moving ad ‘Till I Die’ evoked intense Sadness, and made it stand out for the crowd, as evidenced by its high scores across the board, particularly in Brand Recall.
Having conducted a thorough analysis, we’ve identified the groups most likely to respond to ads around the Euros – which we call our Opportunity Audience. This group is Males, 25 to 34 year olds, and Small to Medium families (married 1-2 children).
Overall, audiences were suitably impressed by the ads we analysed, and the brands who looked to capitalize on the UEFA Euro 2024 tournament should be as proud – and happy as the viewers of their ads.
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