Check out the full lineup of September’s Ads that Break Through here.

From the NFL’s powerful message around player safety to Taco Bell’s playful kickoff with Davante Adams, Chipotle’s sizzling Carne Asada comeback, and Chewy’s charming 24/7 pet chat, advertisers leaned into authenticity, humor, and heart to leave a lasting impression. Meanwhile, Blue Buffalo and McDonald’s continued to show that consistency and clarity in messaging are key to keeping audiences engaged month after month.

NFL Tackles the Top Spot – The NFL made a powerful debut on our Top Breaking Ads lineup, landing straight at #1 for Linear TV. Its “Player Health & Safety” ad spotlighted cutting-edge helmet innovations designed to protect players, scoring 33% above the norm and tackling the competition head-on.

Taco Bell Scores with Davante Adams – Just in time for kickoff, Taco Bell claimed the #1 CTV spot with a quirky and clever ad starring NFL wide receiver Davante Adams. The football-themed creative scored 17% above the norm, delivering laughs, flavor, and fandom all in one.

Blue Buffalo Stays Top Dog – For the fourth month in a row, Blue Buffalo kept tails wagging with “Active Lifestyle.” The ad’s strong visuals and clear message about health and nutrition helped it fetch 26% above the Linear norm and reinforce the brand’s consistent winning streak.

Chewy Chats Its Way to the Top – Chewy proved that great service never sleeps. Its latest ad featuring the brand’s 24/7 live chat for pets of all kinds (fur, feathers, or scales) jumped to the #2 CTV slot, performing 16% above the norm and showing that pet parents love support as much as their pets love snacks.

McDonald’s Brings Back the Value – McDonald’s Extra Value Meals returned – and audiences noticed. Amid rising costs, the QSR giant’s bold and straightforward ad reminded viewers what value really looks like, resonating with audiences across screens and scoring 26% above the Linear norm.

Chipotle Sizzles with a Fan Favorite – A newcomer to the Top Breaking Ads lineup, Chipotle fired up taste buds with the return of Carne Asada, landing two ads in the top 10 for Linear TV. Each scored 17% above the norm, proving that fan-favorite flavors (and fresh faces on the list) never go out of style.

Backed by real-time data from MarketCast’s Brand Effect Pro measurement solution, these standout ads earned top marks for breakthrough, brand linkage, and message communication — the core ingredients that separate good ads from great ones.

Learn more about how MarketCast’s Brand Effect Pro enables marketers to understand whether campaigns are breaking through, using proven metrics that predict revenue drivers and guide real-time optimization to maximize ROI. Let’s talk!

The post Ads That Break Through: September’s Winning Ads appeared first on Marketcast.

On October 16 at the ARF Creative Effectiveness Conference in New York City, MarketCast CEO Amy Fenton, who brings more than two decades of advertising and consumer research experience and co-chair of the event, will moderate a discussion that tackles this exact challenge head-on: Amplifying Brands Through Creators: The Bose Playbook.

This discussion features an all-star lineup that brings together the diverse perspectives needed to navigate today’s complex media landscape.

• Jim Mollica, President, Luxury Consumer Audio & CMO, Bose: As Bose’s first global Chief Marketing Officer, Jim specializes in digital transformation and storytelling, with more than 25 years of experience leading marketing for top consumer brands. His expertise is crucial for understanding how a legacy brand like Bose balances traditional creative with the need for grassroots, authentic partnerships.
• Jack Daley, VP, Global Media & Partnerships, Bose: With a proven track record of driving cultural relevance through content-led marketing, Jack leads Bose’s integrated marketing campaigns, media investments, and brand activations. His experience at Under Armour and Viacom makes him an expert on leveraging partnerships with world-class athletes and talent.
• Chris Brickley, NBA Skills Trainer, BlackOps Basketball: As one of the most sought-after NBA skills trainers and a content creator with over 4 million followers on Instagram, Chris blurs the lines between coaching, social media influence, and hoops culture. He’s a perfect example of an authentic voice whose daily training moments have built a global following.
• Alex Koblenz, Founder, 7x Media: Alex’s management company, 7x Media, helps athletes and influencers build and scale their digital presence. His company focuses on creating data-driven, high-impact partnerships that elevate both the talent and the brands they work with.

Featuring both the brand’s marketing leaders and the creator’s team, attendees will hear Bose’s perspective on when to lean into creator collaborations and how those partnerships shape brand relevance, as well as the creator’s own lens on their evolving role in brand building.

Don’t miss this opportunity to get a front-row seat to the future of brand building.

The post Unlocking Brand Power in the Creator Era: A Bose Playbook appeared first on Marketcast.

Moderated by Tina DeSarno, Chief Insights & Analytics Officer at MarketCast, the session features marketing leaders from YouTube, BBDO, and H-E-B who will share how creator content rooted in brand heritage can transform passion into campaigns that resonate across audiences and platforms. Together, they’ll unpack how data, culture, and creativity combine to turn fandom into lasting brand equity.

Attendees will gain insights on:

• Building with authenticity: How H-E-B leverages local culture and values to create deeply personal advertising that celebrates Texas pride.
• Creating at scale: YouTube’s Christina Pabst will discuss how brands can authentically partner with creators while balancing brand safety and creative freedom.
• Telling stories that last: BBDO’s Jenn Green will share how agencies keep creative strategies fresh and relevant while staying true to timeless storytelling principles.
• Balancing short-term and long-term goals: All panelists will explore how to drive immediate results while cultivating long-term fandom through creator-driven storytelling.

“Today’s most effective advertising doesn’t just break through — it builds connection,” said Tina DeSarno, Chief Insights & Analytics Officer at MarketCast. “By pairing creator authenticity with brand purpose, marketers can transform passion into measurable performance that endures.”

MarketCast’s proprietary research underscores this shift: fans are five times more likely to engage, six times more likely to pay more, and fifteen times more likely to advocate for brands they love. Its 2025 Brand Fandom Report found that changes in fandom are directly predictive of business health — where fandom grew, revenue rose by an average of 10%.

For communicators, this conversation is a masterclass in translating cultural passion into brand performance. As AI transforms how audiences engage with content, the ability to craft emotionally resonant, creator-led campaigns will define the next wave of marketing effectiveness.

Join the ARF Creative Effectiveness Conference to hear how MarketCast and industry leaders are redefining creative collaboration for an AI-driven, fandom-first era of marketing.

The post MarketCast to Lead ARF Discussion on Turning Brand Passion into Powerful Advertising appeared first on Marketcast.

In a world of tightening budgets and rising expectations, the panelists agreed: enduring creative comes from authenticity, emotional connection, and distinctive brand assets that audiences remember.

Stephanie Lancaster, Manager of Brand and Consumer Strategy at Wendy’s, emphasized that lasting creativity starts with empathy and genuine audience insight. “You can’t break through unless you’re speaking to someone, driving emotional content, and building relevance,” she said. Campaigns like “Where’s the Beef?” and the Biggie Bag, along with a bold, authentic social media presence, all prove that storytelling rooted in real consumer benefits can deliver both heart and cultural impact.

Eddie Rodrigues, Global Marketing Research Consultant at HP, echoed the importance of discipline throughout the creative lifecycle — from insight and briefing to testing and measurement. “It starts with understanding the target consumer and the marketing problem you’re solving,” he explained. “But it doesn’t stop there. The brief has to be right, the testing has to be rigorous, and you have to measure in-market performance constantly,” he noted. He also highlighted the power of distinctive brand assets — the icons, colors, and mnemonics that make a brand instantly recognizable, like the GEICO Gecko, Apple’s logo, or Dawn’s ducklings.

From the agency side, Leigh Baker, Managing Director at Six+One, reinforced the importance of big, ownable ideas rooted in cultural or consumer truths. “Nothing integrates better than a great idea,” he said. “Go back to basics. Does your brand have a great idea that you truly own?” He also encouraged brands to maintain the right balance between brand and performance marketing, reminding marketers that even commerce moments can be powerful brand touchpoints. “The best brands know exactly who they are. Their positioning and value proposition are clear, and they continually reinvest in those assets, reframing them to stay relevant as culture moves,” he continued.

Across every example, from HP’s disciplined storytelling to Wendy’s cultural relevance, the panelists aligned on one clear truth: creative that lasts is creative that feels true.

As DeSarno summed up, “At MarketCast, we see that the campaigns that win hearts also win over time. Creative longevity isn’t luck — it’s built on insight, consistency, and connection.”

Want to learn more about how MarketCast can help your brand optimize your ad creative? Let’s talk!

The post Authenticity, Emotion, and Distinctive Brand Assets: The Keys to Creative That Lasts appeared first on Marketcast.

As media costs rise and attention spans shrink, the best creative is the kind that travels across channels, resonates emotionally, and builds lasting connections. At MarketCast, we call this building fandom.

What to expect from the conversation:

• How great campaigns hold attention and engagement beyond the first impression.
• Why investing in creative with staying power delivers more ROI than chasing quick clicks.
• The smart choices behind enduring campaigns, from category-specific insights to media strategy and message consistency.

Guiding the discussion is Tina DeSarno, MarketCast’s Chief Insights & Analytics Officer. With 25 years of experience turning complex data into outcome-driven stories, Tina knows what it takes for creative to break through today and deliver tomorrow. She’ll be joined by industry leaders Stephanie Lancaster, Consumer Strategy Manager at Wendy’s, Edwin Rodrigues, Global Marketing Research Consultant at HP, and Leigh Baker, Managing Director at Six+One.

Together, they’ll dig into what’s working right now across industries and how brands can do more with less while still standing out.

At MarketCast, we’ve seen it firsthand: the campaigns that last are the ones that build emotional resonance and fandom. Fans don’t just remember your ad – they defend it, share it, and keep engaging long after the campaign flight ends.

We’ll see you in New York!

Can’t make the session but want to hear the insights? Reach out – we’d love to connect.

The post Creative That Lasts: Why Every Impression Matters appeared first on Marketcast.

Most Recognized Sponsors in Sports

This year’s results highlight the impact of strong, well-positioned sponsorships:

• 72% of fans recognize Budweiser/Bud Light as the official beer sponsor of the NFL, a 5% increase compared to last year.
• 64% of fans associate Goodyear with NASCAR as its official tire sponsor.
• Gatorade ranks among the top five, with 63% recognition in the NFL, and the highest sponsor awareness in both MLB (61%) and the NBA (60%).

Recently added to the study, NFL sponsor Nike made a strong showing in its first year, becoming the league’s third-most recognized partner and surpassing established names like Pepsi and Visa.

Women’s Leagues Continue to Gain Momentum

Sponsor recognition is not only growing among individual brands, but also increasing across entire leagues, particularly in women’s sports.

The NWSL now matches the NFL in average sponsor awareness, with 41% aided recognition. This growth reflects the league’s rising viewership and the addition of several high-profile sponsors.

Other women’s leagues are also seeing strong results:

• The WNBA slightly leads the NBA in sponsor awareness, with 30% compared to 29%.
• Women’s NCAA March Madness trails the men’s tournament by just one point, at 65% versus 66%, likely due to a drop in viewership following the graduation of key players such as Caitlin Clark and Angel Reese.

Stay tuned for more insights as we unpack this season’s most recognized (and impactful) sponsorships in sports, including league-specific insights and winning trends across the landscape. To learn more about MarketCast’s leading Sponsor Breakthrough Study, contact us below:

MarketCast’s Sponsor Breakthrough Study is the longest-running sponsorship tracking study in North America. Now in its 18th year, it measures over 300 brands across 35 categories and all major U.S. sports leagues. The study helps rights holders and sponsors evaluate sponsorship performance and improve future campaigns.

The post Sponsors That Score: The Brands Winning Big with Sports Fans appeared first on Marketcast.

Younger Generations Are All In

According to the study, consumers ages 18–34 featured the highest number of QSR brands in their Top 50, including fan favorites like Wendy’s (#21), Pizza Hut (#28), Chick-fil-A (#33), Chipotle (#40), Domino’s (#41), Starbucks (#43), and Subway (#50).

Wendy’s, the top QSR for this group, recently launched its bold Saucy Nuggs campaign aimed squarely at younger fans—a move predicted and validated by our Ad Effect Express solution. For Gen Z and Millennials, convenience, bold flavor, and culturally relevant branding continue to drive fast food fandom.

Chick-fil-A Wins Across the Board

Chick-fil-A not only led the QSR pack overall at #24, it was also the only fast food brand to rank in the Top 50 across every age group, including the typically hard-to-reach 65+ demographic, where it appeared as the sole QSR. That’s a rare achievement in any category, and proof that consistent quality and strong service cut across generational lines.

Income Matters in Fast Food Fandom

Among households earning under $100K, QSRs have a much stronger presence, with six total brands in the Top 50, including Subway (#30), Chick-fil-A (#31), Starbucks (#35), Wendy’s (#36), Pizza Hut (#42), and Domino’s (#49). But in higher-income households, only one fast food brand cracked the Top 50: Chick-fil-A, at an impressive #10. For wealthier consumers, fandom appears to be more selective; fewer QSRs, but deeper brand connection.

QSR brands that show up consistently in people’s lives, especially for younger and middle-income consumers, are still building real fandom. Whether it’s late-night drive-thrus, digital loyalty apps, or nostalgic meals that never miss, fast food continues to serve more than just convenience: it’s comfort, culture, and connection.

Contact us to find out how your brand stacks up in our Brand Fandom study:

The post America’s Most Devoted Fast Food Fans, Revealed appeared first on Marketcast.

Home Sharing Takes Aim

VRBO took the crown with “Host,” featuring sportscaster and former Alabama coach Nick Saban, and playing off a common traveler concern: having to share the place with the host. The ad humorously exaggerates the pitfalls of a hosted stay and lands its cheeky punchline, “Meanwhile, at VRBO,” reinforcing that guests always get the whole place to themselves. The combination of humor, relatability, and star power paid off, driving the highest branding of the group and lifting Ad Breakthrough 15 percentage points above the norm, leaving the competition far behind.

Airbnb aimed to take on hotels with “Kid Sized,” a nostalgic, music-driven spot showing a growing family squeezed into the same small room over the years. While the ad offered a clever and relatable setup, it didn’t land with the same punch as VRBO’s. Despite its emotional tone and clear message, the spot delivered a more modest 9-point lift in Ad Breakthrough and lacked the strong branding and memorability that helped VRBO pull ahead.

Hotels Keep It Classy (and Rewarding)

Hilton leaned into aspirational loyalty with “Hilton Honors, Babe,” following two friends on a globe-spanning girls’ trip powered by Hilton Honors points. With luxurious visuals and a focus on member perks, the ad struck the right balance of inspiration and brand messaging, delivering the strongest Ad Breakthrough of the group at 16 percentage points above the norm.

Marriott activated fandom with “Fanbassador,” tapping former Eagle Jason Kelce to promote exclusive NFL experiences through its Bonvoy program. With strong connection to professional football, the ad effectively highlighted the brand’s unique NFL partnership and scored 3 percentage points above the norm.

As peak travel season approaches, now’s the time to ask: Is your ad breaking through or blending in? Contact us below to see how MarketCast Brand Effect can help optimize your creative strategy and measure what’s moving the needle.

The post Hotels and Home Shares: Travel Ad Showdown appeared first on Marketcast.

Shared Playbook: Emotion, Inspiration, and Audience Impact

Both ads scored well above category norms for driving audience impact and action. By anchoring their narratives in Olympic themes of hard work and inspiring stories, they delivered emotional resonance while building brand favorability and intent.

Microsoft Copilot for the Gold

Microsoft’s ad followed an empowering storyline, showing diverse individuals overcoming stereotypes with support from Copilot. The spot earned high marks across key Ad Effect metrics including Relevance, Brand Connection, and Product Connection. Respondents clearly understood the role of Microsoft’s AI and appreciated its usefulness as a practical tool. While some expressed mild concern about AI in general, these comments were limited and largely neutral.

Google Gemini: Emotionally Engaging, but Less Clear

Google took a heartfelt approach, spotlighting a father helping his daughter write a letter to Olympic track star Sydney McLaughlin using Gemini. The story resonated emotionally and built strong brand distinction. However, the ad fell short in communicating the product’s functional benefits. Fewer than half of respondents grasped what Gemini actually does, and some found the AI use case (writing a letter for the child) confusing. Negative comments around AI were more intense here than in Microsoft’s ad, although not overwhelming.

The Warm-Up That Wins: Pre-Testing Showed Copilot Had the Right Moves

MarketCast’s Ad Effect Express revealed that while both ads delivered emotional punch, Microsoft’s Copilot stood out for its clarity, relatability, and overall impact. Google’s Gemini ad told a powerful story, but the product integration felt less cohesive, and its AI messaging raised early concerns in pre-testing, which would later surface more publicly, ultimately prompting Google to pull the campaign.

When advertising on a global stage, it’s critical for brands to ensure their creative hits the mark and delivers the right message to the right audience. MarketCast Ad Effect can help you refine your storytelling and confidently predict ad performance—before your campaign ever goes live. Contact us to learn more.

The post Turning an AI Ad into an Olympic Contender appeared first on Marketcast.

Brand Fandom is MarketCast’s unique brand equity model, built on three core tenets—Presence, Relevance, and Distinction. It powers our Brand Tracking Plus research solution, giving marketers a clear view into what drives true brand fandom.

Fandom Scores range from 1 to 1,000, with Top 50 brands scoring between 650 and 850. Click to explore detailed data for each brand.

The post Brand Fandom 2025 Top Performers appeared first on Marketcast.