World Cup ad winners mixed comedy with soccer star power

New ad testing shows humor drove the strongest emotional response among World Cup advertisers, with Lay’s “Bandwagon” starring Will Ferrell leading likeability scores. Celebrity soccer talent reinforced but didn’t replace comedy as the key driver of viewer engagement.

Signal from The Measure · Eleanor Semeraro · read the original.

All gas. No brake. Free.

What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.

Continue free →

More from Measurement

All →

SAGE data: FanDuel’s NFL ads split hard by viewer age

iSpot’s SAGE analyzed FanDuel’s 2025-26 NFL creative and found the top five ads scored well above the brand’s all-time Likeability average of 516, but reception diverged sharply by age group.

Nielsen tightens local TV currency with four methodology upgrades

Nielsen has activated four local TV methodology changes into its currency data ahead of the 2026/2027 broadcast season.

FreeWheel adds Truthset data ratings to its ad buying platform

FreeWheel is integrating Truthset’s audience data evaluations into its programmatic advertising platform for connected TV. The move lets advertisers configure data accuracy at the point of buying rather than checking quality after impressions are already delivered.