With the first half of 2024 behind us, we used our comprehensive database of TV outcomes data to measure the impact of every national TV ad on the consumer engagement behaviors that are most predictive of future sales. These actions include brand searches, website visits, and app downloads.
Our creative rankings span 15 categories ranging from alcohol to wireless, highlighting the three creatives that were most likely to generate consumer engagement, as compared to the category average.
See 2024’s Top Ads To Date
Top Alcohol Ads
Baseball powers Budweiser success, Cîroc takes top spot
Vodka brand Cîroc topped the competition with an ad that was 271% more effective than the category average, while Budweiser scooped up the second and third spots with ads featuring baseball.
Lemons :30
271% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 102
Impressions: 35MM
Folds of Honors :15
270% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 301
Impressions: 26MM
Crack of a Bat :15
246% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 549
Impressions: 66MM
Top Apparel Ads
Oofos’ shock-absorbing shoes take the top spot
Footwear brand Oofos charted the Apparel category’s most effective ad during H1 2024, with a spot highlighting its shock-absorbing foam soles. It was followed by a Skechers ad for its slip-on golf shoes and a spot for premium jeans brand Mott & Bow.
Not a Shoe :30
277% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 130
Impressions: 197MM
GoGolf Elite 5 Twist Slip-Ins :15
200% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 79
Impressions: 8MM
Art :30
196% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 76
Impressions: 21MM
Top Auto Luxury Ads
Lexus, Polestar extend 2023’s strong performance into 2024
Lexus took the top spot with an ad for its new GX model during H1 2024, just months after charting the category’s third-most effective ad of 2023 with a spot for its TX crossover SUV. Polestar landed the top ad of 2023 and followed it up with the second-most effective spot 2024 to date, advertising the Polestar 2 as the EV for self-identified “drivers.”
Escape Room :30
388% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 54
Impressions: 67MM
Driver's EV :15
283% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 420
Impressions: 98MM
Right Here, Right Now :30
272% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 88
Impressions: 7MM
Top Auto Non-Luxury Ads
Inspirational messages drive Ford, Buick, Chevy to top spots
Inspiration trumped product features in the messaging of the three top-performing Non-Luxury Auto ads of H1 2024. Ford’s ode to social and technological progress led the way, with viewers 140% more likely to engage with the ad than the category average.
Living Legacies :15
140% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 401
Impressions: 77MM
Dream Any Dream :30
136% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 107
Impressions: 268MM
For Every Dream :30
115% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 264
Impressions: 135MM
Top Banking & Finance Ads
Credit Karma sweeps top three spots
Intuit’s Credit Karma accounted for each of the three most effective ads in the category during the first half of 2024. The spots highlighted the brand’s ability to make credit-card shopping easier for consumers.
Airport :15
608% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 364
Impressions: 113MM
Lucky Crystals :15
483% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 1456
Impressions: 457MM
Better Credit :15
447% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 4907
Impressions: 1604MM
Top Cable, Satellite, & Internet Ads
Comedy delivers a clear picture of performance
Each of the three most effective ads in the Cable, Satellite, & Internet category featured comedy, a testament to humor’s ability to drive results for brands. The top spot went to T-Mobile, which employed a musical ad featuring former Scrubs co-stars Donald Faison and Zach Braff.
Pricelock Guarantee ft. Zach Braff & Donald Faison :15
116% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 173
Impressions: 93MM
One Sick Pigeon :30
104% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 5114
Impressions: 1931MM
We'll Have Internet Waiting for Us :30
81% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 157
Impressions: 18MM
Top Casual Dining Restaurants Ads
Buffalo Wild Wings, Applebee’s gobble up the competition
Buffalo Wild Wings ran the most effective ad in the Casual Dining Restaurant category during the first half of the year, a humorous spot in which a CGI buffalo arrives late to a pool party with delivery. It was followed by a pair of Applebee’s ads promoting an all-you-can-eat deal.
Pool Party :15
86% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 57
Impressions: 122MM
All You Can Eat: Respect :30
47% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 752
Impressions: 588MM
All You Can Eat: Nothing Holding Me Back :15
46% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 1247
Impressions: 641MM
Top CPG Food & Beverage Ads
Poppi continues Super Bowl momentum by taking two of top three spots
Upstart soft-drink brand Poppi ran one of the most effective ads at this year’s Super Bowl, and it continues to drive engagement with two of its category’s three most engaging ads of H1 2024. Health-conscious cereal brand Magic Spoon took the top spot with an ad that was 17x as effective as the category average.
Tastiest Revolution :15
1633% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 306
Impressions: 67MM
Soda :30
1333% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 651
Impressions: 226MM
Lemon Lime :30
1162% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 81
Impressions: 14MM
Top CPG Health & Beauty Ads
Weight loss, anti-aging products score big
Weight loss supplement GOLO took the top spot in the category with an ad that was 14x as effective as the average CPG Health & Beauty creative. It was followed by the hair growth brand Nutrafol and an ad for Jones Road Beauty’s anti-aging skincare product.
Live Your Life
1274% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 55
Impressions: 7MM
Nothing Worked :30
917% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 101
Impressions: 13MM
Look Your Best
916% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 807
Impressions: 307MM
Top Insurance Ads
Humor helps Geico and State Farm return to the top three
Humorous ads from Geico and State Farm led the brands to finish second and third in the Insurance category, respectively — just as they did during 2023. The Haggerty Group took the top spot with an ad touting its promise to pay out a predictable amount for auto claims.
Ouch :30
530% MORE EFFECTIVE_logo.svg.png){kind=logo}
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 126
Impressions: 33MM
The Caveman Returns :30
365% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 91
Impressions: 430MM
Foul ft. Chris Paul :30
308% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 108
Impressions: 156MM
Top Pharma Rx Ads
Nurtec scores second straight top-three ad with Lady Gaga assist
Migraine medicine Nurtec and celebrity endorser Lady Gaga placed an ad in the Pharma Rx category’s top three after doing the same in our full-year 2023 rankings. OmniPod, a device that automatically adjusts insulin levels for diabetes patients, took the top spot.
Bath Time and Pizza :15
459% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 255
Impressions: 77MM
All in One ft. Lady Gaga :15
415% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 2251
Impressions: 1081MM
Here I Come :90
373% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 3400
Impressions: 80MM
Top Post-Paid Wireless Ads
Celebrities abound in Post-Paid Wireless ad winners
All three of H1 2024’s most effective Post-Paid Wireless ads featured celebrity endorsers. Former NBA stars Carmelo Anthony, Kendrick Perkins, and TJ Ford helped AT&T land the most effective ad, which was 237% more effective than the category average.
Boxy Boys ft. Carmelo Anthony, Kendrick Perkins, TJ Ford :30
337% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 116
Impressions: 267MM
Marshmallow ft. Zoe Saldana :30
309% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 55
Impressions: 149MM
Famous ft. Patrick J. Adams, Gabriel Macht :15
304% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 85
Impressions: 54MM
Top QSR Ads
Charli XCX powers Panda Express in all-shrimp top three
Shrimp dishes were advertised in all three of the most effective QSR ads of H1 2024. A Long John Silver’s ad took the top spot, followed by the :15 and :30 versions of a Panda Express ad for its firecracker shrimp, scored to a version of Charli XCX’s “Boom Clap.”
$6 Shrimp Basket
294% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 1280
Impressions: 455MM
Firecracker Shrimp :30
271% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 224
Impressions: 255MM
Firecracker Shrimp :15
261% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 103
Impressions: 110MM
Top Sports Betting Ads
FanDuel triumphs in highly competitive sports betting space
FanDuel outgunned its Sports Betting rivals by placing a pair of ads for baseball bets at the top of our list. DraftKings took the third spot with an ad that featured Kevin Hart and generated 154% more engagement than the category average.
MLB - Take Me Out :30
340% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 193
Impressions: 17MM
MLB - Get a Boost or Bonus :30
199% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 65
Impressions: 20MM
NBA Playoffs ft. Kevin Hart :30
154% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 83
Impressions: 128MM
Top Travel Ads
Small brands get big results in the Travel category
In H1 2024, Travel advertisers were led by brands with a lower profile than some of the industry’s giants. Wyoming’s Three Forks Ranch generated 12x as much engagement as the average industry advertiser, and river cruise company American Cruise Lines took the second and third spots with ads that were each more than 5x as effective as the baseline.
Luxury & Adventure :30
1060% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 55
Impressions: 60MM
Mighty Mississippi River :60
865% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 97
Impressions: 21MM
Columbia and Snake Rivers :60
590% MORE EFFECTIVE
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Engagement Rate measures how effective a creative is at driving consumer engagement as compared to the average creative in its category.
Airings: 179
Impressions: 35MM
About EDO
EDO is the TV outcomes company — a leading Convergent TV measurement platform focused on predictive outcomes behaviors. By combining real-time engagement signals with world-class decision science, EDO data maximizes creative and media performance. Leading brands, agencies, and networks/streamers rely on EDO's investment-grade data to connect advertising to business results with detailed competitive, category, historical, and predictive intelligence.
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