System1 Christmas ad rankings: supermarkets dominate, Morrisons and Sainsbury's tie at top
· 21h ago · Originally reported by PPC Land
System1's early Christmas ad effectiveness rankings place supermarkets in seven of the top 12 spots, with Morrisons and Sainsbury's tied at 5.9 Stars and a 1.68 Spike score. Eight of the 12 ads hit the ceiling of the measurement scale. The piece also notes what System1's scoring methodology includes and what it leaves out.
Why it matters
System1's Star and Spike scores are widely used by advertisers to predict brand-building and short-term sales impact of TV creative, so rankings influence how brands plan holiday campaigns. Understanding the scale's limits helps readers judge what these scores can and cannot tell us.
Explain it like I’m new here
It's like a school report card for Christmas TV ads — most of the top grades went to supermarket commercials, but the grading scale is so easy that lots of ads got perfect marks.
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