At the ANA Masters of Marketing Conference, creative analytics firm ABX introduced its latest innovation — the ABX Sports Impact Index™, a single-score system designed to help marketers quantify the effectiveness of sports-related advertising. Built from a deep dataset of over 500,000 evaluated ads, the new index blends 14 key performance indicators (KPIs) to give brands a clearer, faster, and more accurate view of how their sports campaigns perform across all media.
“The impact of women in sports advertising can generate up to 70% lift in creative effectiveness, especially among fans of women’s sports,” said Gary Getto, President of ABX.
Quantifying the Power of Sports Advertising
For years, marketers have relied on instinct and post-campaign reports to gauge whether sports-themed ads move the needle. ABX’s Sports Impact Index™ replaces that guesswork with data-driven insights—covering everything from emotional resonance and brand linkage to purchase intent and social sensitivity.
Unlike traditional creative testing tools, the Sports Impact Index analyzes sports-related ads vs. all other ad types, identifying where athletic storytelling outperforms—and where it doesn’t. The insights extend beyond TV, measuring creative impact across digital, social, print, and video.
Women’s Sports: A High-Impact Opportunity
One of ABX’s headline findings: ads featuring women’s sports content outperform the norm—sometimes dramatically. Among sports fans, especially those following women’s leagues, campaigns see significantly stronger engagement and brand lift.
This trend aligns with a broader industry shift. As brands from Coca-Cola to Nike double down on women’s sports sponsorships, measurable ROI has become critical. ABX’s new Index offers the quantitative backbone for those investments—validating what marketers have long suspected: the emotional connection between fans and women athletes translates directly into business results.
From Creative Impact to Audience Reach
ABX emphasizes that high-impact creative is only half the equation. The second piece is reaching the right audience. The Sports Impact Index helps marketers measure both—creative quality and audience resonance—making it a two-dimensional tool for maximizing sports-related ROI.
For advertisers navigating a crowded sports media landscape, the platform provides benchmarks, best practices, and actionable insights. ABX is also offering a new guide detailing Sports Advertising Best Practices, underscoring that simply adding a famous athlete to a commercial isn’t enough; the creative context and message matter more.
Consistent Global Insights
The research behind the Index spans 19 countries, reflecting consistent performance patterns across demographics, cultures, and media ecosystems. Whether targeting U.S. basketball fans or European football audiences, the data points to the same truth: when done right, sports storytelling drives superior creative outcomes.
By quantifying the emotional and financial impact of sports-themed advertising, ABX’s Sports Impact Index could become a new industry standard—offering brands the precision they need to turn passion into measurable performance.
