3 Key Trends That Drove 2024
The Most Effective TV Ads
Millions of creatives aired in 2024, but only a handful ranked at the top. From alcohol to wireless, we’ve identified the year’s most engaging, most effective ads — across 17 categories.
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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What If
Buffalo Trace Distillery
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+1038%
|
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2
|
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Round for the Bar ft. Peyton Manning & Emmitt Smith
Bud Light
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+361%
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3
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There's a Wand
Bailey's
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+331%
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4
|
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Moments and Anticipation
Jagermeister
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+293%
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5
|
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Folds of Honors - Baseball Field
Budweiser
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+284%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Everybody ft. Candace Parker, Kelsey Plum, Skylar Diggins-Smith, Dijonai Carrington & Cameron Brink
SKIMS
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+894%
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2
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Shock Absorbers
Oofos
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+336%
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3
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Active Recovery
Oofos
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+282%
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4
|
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GoGolf Elite 5 Twist Slip-Ins
Skechers
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+260%
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5
|
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Irresponsible Offer
Fabletics
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+249%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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2024 GX - Escape
Lexus
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+404%
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2
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XC90 Recharge - Right Here, Right Now (Exclusive Offers)
Volvo
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+299%
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3
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Polestar 3 - Added Structures (VO - Build and Order)
Polestar
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+252%
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4
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2024 Nautilus - Immerse Yourself
Lincoln
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+207%
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5
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Polestar 2 - Driver's EV ($299 Lease Offer)
Polestar
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+192%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Push the Button V2 (Lease 2024 Hummer EV Pickup 2x e4WD $849/mo)
GMC
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+546%
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2
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2024 EV9 - Triple Crown Awarded
Kia
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+189%
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3
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F-150 - Living Legacies (BHM)
Ford
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+141%
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4
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2024 Encore - Dream Any Dream
Buick
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+133%
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5
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2024 Equinox - New Standard
Chevrolet
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+128%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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3 For Me: Mascot
Chili's
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+171%
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2
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Pool Party
Buffalo Wild Wings
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+119%
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3
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Crabfest - Flavor Flav
Red Lobster
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+94%
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4
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Lobsterfest - Tails on Tails V2
Red Lobster
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+90%
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5
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New Menu Celebration
Red Lobster
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+87%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Have Your Cereal
Magic Spoon
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+2363%
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2
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Don't Knock It
Spam
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+1193%
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3
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The Future of Soda Is Now
Poppi
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+1033%
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4
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Fansville - My Whole Life is a Commercial
Dr Pepper
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+1017%
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5
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A Hit
Spam
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+994%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Take the Quiz
IL MAKIAGE
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+1246%
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2
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Absolutely Okay
Jones Road Beauty
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+1083%
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3
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Men - Hair Health - Nothing Worked
Nutrafol
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+1081%
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4
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Make the Change
GOLO
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+1044%
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5
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Katie Testimonial
GOLO
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+1036%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Holiday Night Fever ft. John Travolta
Capital One
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+571%
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2
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Goal is to Score More
Intuit
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+491%
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3
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Credit Builder - Outsmart the System
Credit Karma
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+475%
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4
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Score More: Cassie
Credit Karma
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+460%
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5
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Better Credit Card Rewards
Intuit
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+440%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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The Caveman Returns - The Nightmare
GEICO
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+450%
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2
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Fairest Calls
GEICO
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+430%
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3
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Foul ft. Chris Paul
State Farm
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+330%
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4
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Director ft. Sam Elliott & Rob Gronkowski (NFL)
USAA
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+313%
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5
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Brother (ft. Brook & Robin Lopez)
State Farm
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+285%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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NFL Offer ft Kevin Hart & LeBron James (Bet $5 Get $200)
DraftKings
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+267%
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2
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Diaper Loser - Fantasy Games
DraftKings
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+249%
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3
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Powerful Hunch ft. Dolph Lundgren (NFL Sponsor, Bet $5 Get $200 Bonus)
FanDuel
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+222%
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4
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MLB - Take Me Out (Bet $5 Get $150 in Bonus Bets)
FanDuel
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+207%
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5
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The Kevin Hart of Sportsbooks
DraftKings
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+194%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Lose 15-20% of Your Weight
Ro
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+886%
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2
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All in One - Relief Is Possible ft. Lady Gaga
Nurtec ODT
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+587%
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3
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Sparks - Grab the Moment ($30 Off)
Ro
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+538%
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4
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Sparks - Grab the Moment
Ro
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+511%
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5
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This Isn't Just a Box
Plan B
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+489%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Collector's Meal V2
McDonald's
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+333%
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2
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Collector's Meal - They're Back
McDonald's
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+319%
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3
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Hooked - Upgrade to Jumbo
Long John Silver's
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+309%
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4
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Boom Clap
Panda Express Restaurant
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+305%
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5
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Boom Clap
Panda Express Restaurant
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+292%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Perfect #1 Lite
Walt Disney Studios Motion Pictures
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+168%
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2
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Pray Review Lite
Walt Disney Studios Motion Pictures
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+147%
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3
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Astrid
Warner Bros. Pictures
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+142%
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4
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Save
Paramount Pictures
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+141%
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5
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Everyone Lite
Walt Disney Studios Motion Pictures
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+140%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Invites You
MGM Resorts International
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+642%
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2
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Sunbathing
VRBO
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+561%
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3
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Wolf Out!
Great Wolf Resorts
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+497%
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4
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Totally Free
VRBO
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+495%
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5
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Wolf Out!
Great Wolf Resorts
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+493%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Home Internet - Pricelock Guarantee ft. Zach Braff & Donald Faison
T-Mobile Internet
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+115%
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2
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Home Internet - Pricelock Guarantee ft. Zach Braff & Donald Faison
T-Mobile Internet
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+102%
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3
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The Good Stuff
DirecTV
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+101%
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4
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Wonder (Camping Trip)
Verizon Internet
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+74%
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5
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Wonder (Mountain Run)
Verizon Internet
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+71%
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Rank
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Engagement Rate
READ AS: The ad is +X% more effective at driving consumer engagement than the average performance in its category.
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|---|---|---|---|
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1
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Boxy Boys ft. Carmelo Anthony, Kendrick Perkins, TJ Ford (Optimizer)
AT&T Wireless
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+221%
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2
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Ski Shop - Marshmallow ft. Zoe Saldana (4 iPhone 15s)
T-Mobile Wireless
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+208%
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3
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What a Pro Wants ft. Chet Holmgren and Shai Gilgeous-Alexander (Optimizer)
AT&T Wireless
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+198%
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4
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Magenta Status - Famous ft. Patrick J. Adams, Gabriel Macht
T-Mobile Wireless
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+193%
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5
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What a Pro Wants ft. Chet Holmgren and Shai Gilgeous-Alexander (Proactive)
AT&T Wireless
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+181%
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This year, brands elevated their Convergent TV impact by combining striking visuals, dynamic music, and compelling narrative — proving that bold, sleek, and often humorous storytelling can drive business outcomes. Top-performing ads from brands like SKIMS and AT&T increasingly harnessed the star power of celebrities, athletes, and influencers to spark consumer interest. Meanwhile nostalgic returns like GEICO’s Caveman and McDonald’s collectibles also created highly effective moments.
Laura Grover, SVP, Head of Client Solutions, EDO
Women's Sports Reach New Heights
From Caitlin Clark and Angel Reese to Katie Ledecky and Simone Biles, women athletes captivated U.S. TV audiences throughout 2024, as evidenced by growing ratings and an 8% year-over-year increase in women’s sports ad effectiveness. Still, there’s plenty of room for growth as 2025 approaches. Advertisers invested $8.5 billion in live sports TV ads during the past year, but women’s sports accounted for just $242 million — or about 3%.
Women’s Sports Brand Performance
We analyzed every brand that advertised during live women’s sports TV programming to analyze investment (spend) versus ad engagement. Brands with high engagement and low spend (like New Balance, Kesimpta, and Snickers) should go on the offensive, as they are generating great business results that would be amplified by further investment. Brands with low engagement (like Panera, Hilton, and Google Pixel) may want to rethink their creative and media-buying game plans.
WNBA’s Continues Explosive Growth
Following the most-watched WNBA Finals in two decades, the league added rookie sensations Caitlin Clark and Angel Reese for the 2024 season — and viewers couldn’t get enough. Ratings soared and regular-season ad effectiveness grew 16% year-over-year. EDOers in our NYC office rejoiced as the New York Liberty finally captured their first WNBA title, with stars Breanna Stewart and Sabrina Ionescu appearing in ads for Puma, Nike, and CarMax.
The Caitlin Clark Effect
Clarkamania Runs Wild on the WNBA
After captivating college basketball fans in the 2024 NCAA Tournament, star guard Caitlin Clark quickly turned the WNBA’s Indiana Fever into a playoff team and a must-watch for fans. Ads during Fever games were 23% more likely to generate consumer engagement than the league average, and ads featuring Clark delivered 2.3x the engagement of the average WNBA ad in 2024.
NBA’s New Generation Takes Over
NBA Ad Performance Growth
Though a relatively uncompetitive, five-game NBA Finals generated a year-over-year dip in ad engagement, the 2023-24 regular season and playoffs each were each more effective than they were the year before. A range of brands capitalized on the league’s highly engaged audience, with sportswear, pharma, restaurant, electronics, and auto advertisers all ranking highly on our list.
Top NBA Ads 2024-25
See this season's most effective NBA ads so far — updated daily.
See the top ads
NFL Maintains TV Ad Dominance
NFL Brand Performance
We analyzed every brand that advertised during live women’s sports TV programming to analyze investment (spend) versus ad engagement. Brands with high engagement and low spend (Gilette, Verizon, and Opzelura) should go on offense, as they are generating great business results that would be amplified by further investment. Brands with low engagement (like BetMGM, Allstate, and Best Buy) may want to rethink their creative and media-buying game plans.
Key Stats: 2023-24 NFL Season
As NFL TV ad loads, investment, and viewership increases, so does ad effectiveness. Consumers were 8% more likely to engage with ads last regular season, 52% more likely in the playoffs, and 198% more likely in Super Bowl LVIII.
Brands Win With Spanish-Language Ads
SLTV Ad Effectiveness Keeps Growing
2024 was a big year for Spanish-language TV advertising, with an EDO report released in October finding that ads on SLTV networks were 31% more effective than those on English-language TV during the prior 12 months — with 24% growth year-over-year. This past year also saw the first-ever broadcast of the Super Bowl on Univision, and in 2025, both Telemundo and FOX Deportes will be airing The Big Game.
CPG Brands Spend Big on SLTV
CPG categories – Food & Beverage and Health & Beauty – have invested one-quarter of all SLTV ad spend (roughly half a billion dollars) from October 2023 to September 2024, per EDO’s estimates. The Internet & Telecom, Retail, Restaurants, and Pharma categories followed, with 10% of total SLTV investment each.
For decades, TelevisaUnivision has been touting the Hispanic market imperative and the coming of the minority majority that all but ensures that Hispanic consumers are the driver of brands’ current success and future relevance. We have long challenged our industry and marketplace to do better by Hispanic consumers for this reason – not only is it the right thing to do, but it’s unequivocally good for business.
Roberto Ruiz, EVP of Research, Insights & Analytics, TelevisaUnivision
Dig Deeper: Spanish-Language TV Performance
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Streaming Advertisers Need Outcomes
Breaking New Ground
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2025 Convergent TV Predictions
Programmatic TV (Finally) Makes the Leap
Kevin Krim, President & CEO, EDO
"We’ve been saying for years that programmatic TV will only reach its true potential once marketers integrate outcomes into their measurement stacks — much like we saw in the boom in social advertising. In 2025, we believe our industry will reach a tipping point. Sellers will offer even more of their top inventory for programmatic buying, and advertisers will become more sophisticated and creative in using programmatic to maximize their results. The future of convergent TV is here, and the winners will be the buyers and sellers who are ready, willing, and able to capitalize on it."
Acceleration of Streaming Fuels Engagement
Dana McGraw, SVP, Data and Measurement Science, Disney Advertising
"In 2025, the industry will continue to see a rise of automation, data-driven deals and innovation-led collaborations. The acceleration of streaming will also fuel greater adoption of new consumer experiences and ad formats to further engage audiences across platforms.
With greater accountability for media investments, marketers want demonstrable results and proof of performance – all with data and insights at the forefront. The evolution of direct consumer relationships and the power of first-party insights have changed the way brands connect to and create relationships with consumers, and the coming year and beyond will further spotlight those who are adapting, evolving, and translating consumer needs into real-world brand solutions."
Bad Business Practices Will See More Pressure
Matt Smart, Director, Marketing, Ford Model e, Ford
"In 2025, bad business practices will see more pressure. While it will be harder to see within the headlines, businesses that have broken business models will show up at a higher clip. Car companies without a plan for hybrids and EVs will show signs of worse for the wear. Media companies will have a lower tolerance for failure and we should expect smaller sales team and more automation. I expect a major change in the holding company world, with at least one jaw-dropping M&A action."
Tapping Shoppable CTV for Business Outcomes
Dina Roman, SVP, Global Ad Sales and Operations, Fubo
"Shoppable CTV will continue to evolve as consumers learn to interact with the big screen and an increasing number of brands experiment with the emerging medium. There is a wealth of opportunity for brands to drive measurable business outcomes by tapping into commerce on streaming."
Cultural Moments Drive Further Innovation
Alison Levin, President, Advertising & Partnerships, NBCUniversal
Greater sophistication and wider adoption of AI and machine learning is poised to transform TV’s ability to compete with digital ad tech platforms by enhancing speed, flexibility and measurement capabilities which enables marketers to shift more towards higher quality impact. AI and ML will become more integrated within multiscreen TV campaigns as use cases expand – these technologies will be leveraged to create scalable full-funnel measurement and attribution solutions while delivering much quicker, actionable campaign insights.
Additionally, they will play a strong role in contextual advertising to enhance the effectiveness of audience targeting while also impacting ‘creative versioning’ to ensure that each ad is relevant to the audience, resonates with the viewer and can be seamlessly changed out frequently to avoid consumer fatigue. AI and ML will also have an increasingly important role in the rise of virtual IDs and synthetic data which helps enable targeted advertising and proving business outcomes while maintaining data privacy compliance.
Who Will Build a Premium TV Streaming Ad Network?
Mike Shields, Next in Media
"I'm predicting that someone will attempt to build a premium TV streaming ad network of sorts, as the big media companies will be more willing than ever to cut costs, seek efficiencies and even collaborate (or work with a neutral third party)."
AI & Machine Learning for CTV
Jason Wiese, SVP, Director of Strategic Insights & Measurement, VAB
"Greater sophistication and wider adoption of AI and machine learning is poised to transform TV’s ability to compete with digital ad tech platforms by enhancing speed, flexibility and measurement capabilities which enables marketers to shift more towards higher quality impact. AI and ML will become more integrated within multiscreen TV campaigns as use cases expand – these technologies will be leveraged to create scalable full-funnel measurement and attribution solutions while delivering much quicker, actionable campaign insights. Additionally, they will play a strong role in contextual advertising to enhance the effectiveness of audience targeting while also impacting ‘creative versioning’ to ensure that each ad is relevant to the audience, resonates with the viewer and can be seamlessly changed out frequently to avoid consumer fatigue. AI and ML will also have an increasingly important role in the rise of virtual IDs and synthetic data which helps enable targeted advertising and proving business outcomes while maintaining data privacy compliance."
AI Will Mature in Driving Outcomes for Brands
Peter Crofut, VP, Business Development - Agencies & Brands, Wurl
"In 2025, AI will mature as a technology not just useful in improving processes and creating efficiencies, but also in driving strategic initiatives and outcomes for brands. In the Connected TV space, Gen AI will build on recent advancements to create truly dynamic and contextual ad experiences, analyzing not only viewer demographics but moment-by-moment reactions. This will inspire a new level of hyper-personalization in CTV advertising, allowing advertisers to deliver messages that adapt to the context of a scene and even viewers’ emotional states."