Daniel Farey-Jones
Jul 1, 2019

Women's World Cup spots score terribly on branding and sales measures

Public found the ads involving and emotional but weren't sure which brands they were for.

Budweiser: scored high on being involving

Ad measurement group Kantar has warned that the crop of TV ads celebrating the women’s World Cup aren’t likely to result in higher sales or esteem for the brands behind them.

That’s because its panel of 1,350 consumers gave especially low scores for how much the ads persuaded them to buy from the brands and how much it made them feel better about the brands.

Part of the problem, according to Kantar’s...

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