Top Ads of 2024 from Capital One, McDonald’s, and SKIMS; Highlights Key Convergent TV Engagement Trends

The TV outcomes company celebrates the year’s most effective ads across 17 industries and uncovers the biggest trends shaping convergent TV and consumer engagement

EDO, the TV outcomes company, has named 2024’s most effective TV ads across 17 industries, including Automotive, CPG, Restaurants, and Pharma Rx. These standout ads were most likely to generate consumer engagement like branded search and website visits in the moments after airing.

"This year, top-performing brands increasingly harnessed the star power of celebrities, athletes, and influencers to spark consumer interest. SKIMS and AT&T delivered standout campaigns by showcasing WNBA stars and veteran NBA players, respectively,” said Laura Grover, EDO’s SVP, Head of Client Solutions. “Meanwhile nostalgic returns like GEICO’s Caveman and McDonald’s collectibles also created highly effective moments. These high-performing ads combined striking visuals, dynamic music, and compelling narratives, proving that bold, sleek, and often humorous storytelling can elevate brand impact across convergent TV."

As advertisers adapt to a fragmented, streaming-first world, EDO’s syndicated data has become an indispensable tool for brands seeking to understand where, when, and how their ads perform best. EDO equips marketers with actionable insights to optimize campaigns by analyzing real-time consumer behaviors across linear and streaming TV.

Benchmarked against each category’s average 2024 ad performance, the most effective ads in 2024 are:

• Alcohol: Buffalo Trace Distillery’s What If :30 was +1,038% more effective than the Alcohol average.
• Apparel: Skims’ Everybody :30 with WNBA athletes Candace Parker, Kelsey Plum, Skylar Diggins-Smith, Dijonai Carrington, and Cameron Brink was +894% more effective than the Apparel average.
• Automotive (Luxury): Lexus’s 2024 GX - Escape :30 was 404% more effective than the Luxury Automotive average. 

• Automotive (Non-Luxury): GMC’s Push the Button :30 was 546% more effective than the Non-Luxury Automotive average.

• CPG Food & Beverage: Magic Spoon’s Have Your Cereal :15 was 2,363% more effective than the CPG Food & Beverage average. 

• CPG Health & Beauty: IL MAKIAGE’s Take the Quiz :30 was 1,042% more effective than the CPG Health & Beauty average. 

• Credit Cards & Services: Capital One Quicksilver’s Holiday Night Fever :30 with John Travolta was 571% more effective than the Credit Cards & Services average. 

• Insurance: GEICO’s The Caveman Returns - The Nightmare :30 was 449% more effective than the Insurance average.

• Online Sports Betting: DraftKings’ NFL Offer (Bet $5 Get $200) :30 with Kevin Hart and LeBron James was 267% more effective than the Sports Betting average.

• Pharma Rx: Ro’s Lose 15-20% of Your Weight :15 was 886% more effective than the Pharma Rx average.

• Restaurants - Casual Dining: Chili's 3 For Me: Mascot :30 was 171% more effective than the Casual Dining Restaurants average.

• Restaurants - Quick-Service: McDonald’s Collector's Meal :15 was 171% more effective than the Quick-Service Restaurants average. 

• Travel: MGM Resorts International’s Invites You :30 was 642% more effective than the Travel average.

• Theatrical Movies: Walt Disney Studios’ Deadpool & Wolverine :15 was 168% more effective than the Theatrical Movies average.

• TV & Internet: T-Mobile Internet’s Home Internet - Pricelock Guarantee :30 with Zach Braff and Donald Faison was 115% more effective than the TV & Internet average.
• Wireless: AT&T Wireless’s Boxy Boys :30 with Carmelo Anthony, Kendrick Perkins, and TJ Ford was 221% more effective than the Wireless average.

EDO’s Year in Review lists an expanded view of the top five ads of 2024 across these categories.

Key Trends Driving TV Ad Engagement in 2024

EDO’s Year in Review also identifies the key trends driving the evolution of TV advertising in 2024, from the continued rise of women’s sports and the power of Spanish-language TV to the growing prominence of outcomes measurement. Notably, ads during WNBA games were 16% more effective year-over-year, while Spanish-language TV ads delivered a 31% higher engagement rate than English-language programming.

• Women’s Sports on the Rise. Women’s sports saw historic momentum in 2024, with ads during WNBA games delivering a 16% higher engagement rate than the league’s 2023 average. Despite accounting for just 3% of live sports ad investment, EDO data shows an 8% year-over-year growth in ad effectiveness, signaling untapped potential for brands.

• Spanish-Language TV Outperforms. Spanish-language networks like TelevisaUnivision and Telemundo continued to excel, with ads delivering a 31% higher engagement rate than English-language TV. The first-ever Spanish-language Super Bowl broadcast drove significant advertiser interest in reaching Hispanic audiences, with Telemundo and FOX Deportes on deck to air the game in 2025.

• Streaming Drives Convergent TV Growth. Ads on streaming platforms increasingly matched or outperformed linear TV benchmarks. EDO data reveals that ads running during live sports on streaming, such as Peacock’s exclusive NFL game, delivered some of the year’s most effective games – reflecting shifting consumer habits.

Discover the top Convergent TV trends and ads of 2024 across all categories in EDO’s Year in Review report.