Creative effectiveness platform System1 has found that this year’s FIFA Women’s World Cup, taking place in Australia and New Zealand, is outscoring last year’s men’s tournament for ad appeal.
By testing the leading creatives released in conjunction with the tournament, System1 has calculated the top-rankings ads and compared them with campaigns that aired during the 2022 FIFA World Cup held in Qatar.
The following five campaigns were deemed the strongest according to the firm’s ‘Test Your Ad’ platform:
- 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.
Rating ads from 1 to 5.9 stars, when Test Your Ad carried out a similar survey of ads released during the men’s tournament, only one scored 4 stars, whilst half only registered between 1 and 2 stars.
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“Sport as a platform has universal appeal, so there’s a lot of value in sponsorship if brands get it right,” System1 chief customer officer, Jon Evans, said.
“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.”
Having conducted testing with the general public, System1 also gauged the opinions of sports fans and found French brand Orange’s ad promoting gender equality in sport to be particularly powerful, scoring 4.7 (3.1 with the general public.)
System1 attributed the uplift to the ‘Sport Dividend’, in which brands can leverage the public’s love of a particular sport in order to amplify the brand building potential of a campaign.
