THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS

4. 2. 2026 | 4 min read The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that they’ll be remembered long after the Big Game ends.

CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT

28. 1. 2026 | 3 min read Creative quality and media support together explain 60.1% of the business results generated by advertising, according to The Creative Dividend, a new book published by System1 and Effie. Why joined-up thinking matters Creative and media are often siloed endeavours within the advertising process. Making sure creative work has emotional resonance is undoubtedly vital, as is reaching consumers through the right mix of media channels. But thinking about these activities in a connected, coordinated way ultimately leads to the strongest returns. Media and creative’s combined power While creative quality and media support are responsible for just over 60% of advertising’s business impact on average, The Creative Dividend found clear variation by category.

HOW TO EXTEND THE LIFE OF SUPER BOWL ADS

25. 1. 2026 | 8 min read Read about creating messages that resonate with consumers well beyond the Big Game.

HOW CAN ADVERTISING RECAPTURE ITS APPEAL AND DRIVE BUSINESS RESULTS? BESIDES CREATIVITY, THE KEY FACTORS ARE EMOTION, DISTINCTIVENESS, AND CONSISTENCY

19. 12. 2025 | 6 min read New research by System1 and Effie Worldwide shows that advertising is losing effectiveness. However, the study also reveals how effectiveness can be increased again. While outstanding creative is one of the essential prerequisites, it is not enough on its own. Advertising needs to return to three simple yet often neglected principles: emotion, distinctiveness and consistency, according to a webinar entitled The Creative Dividend.

BUILDING BRAND TRUST IS LIKE ‘BUILDING THE EIFFEL TOWER WITH MATCHES‘

2. 6. 2025 | 7 min read Building trust takes a long time, it is laborious, and the entire result can collapse in an instant, according to the Communication Summit conference.

GOOD ADS DON’T WEAR OUT. CONSISTENCY IS A GOOD ALLY FOR BRANDS

13. 2. 2025 | 5 min read Marketers’ biggest vice is their impatience and need for change. But sometimes it’s better to leave things as they are. Why? System1’s research shows that advertising consistency is a major contributor to brand growth.

WHO ‘WON’ THE ADVERTISING SUPER BOWL? IT DEPENDS

10. 2. 2025 | 5 min read Budweiser, Lay’s, T-Mobile and Nike could all claim to have “won” the advertising Super Bowl – depending on who you ask and what was being measured. These were winning brands according to some Monday morning post-game analyses.

WHY CELEBRITIES AND THE SUPER BOWL AREN’T LIKELY TO PART WAYS

4. 2. 2025 | 5 min read There was a time when most Super Bowl commercials didn’t feature a celebrity. No Serena Williams. No Payton Manning. No Martha Stewart.

SEASONAL ADVERTISING VS EVERYDAY ADVERTISING

29. 11. 2024 | 12 min read Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock in Santa’s sleigh?

ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

18. 10. 2024 In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV SME brands to create high-quality advertisements at a fraction of the cost, bringing the benefits of TV advertising within reach for businesses of all sizes Democratizing TV Advertising for SMEs As part of its effort to attract new advertisers, ITV collaborated with two SMEs—Travel House, a Swansea-based travel company, and Sheepbridge Interiors, a furniture store in Northern Ireland. Both companies have aired their first-ever TV ads, developed using ITV’s GenAI creative tools powered by their Creative Production Lead (CPL). This marks a significant milestone for the brands, as they have been able to create premium-quality TV ads Successful Campaign Launches Too often, the cost of making an ad is a barrier for brands looking to break through and test TV. By expanding our creative production services to include GenAI, we can democratize this process and make TV advertising accessible to all. We’re constantly innovating to find new ways to help brands grow Jason Spencer, Business Development Director, ITV We thought a TV ad of this quality was far out of our reach, so it’s been a real game changer for us to be the first to use this new service from ITV Dennis Niblock, Owner, Sheepbridge Interiors We are confident this innovative production approach will be a significant benefit and revenue driver for Travel House. We look forward to seeing the positive impact it brings to our business. Katie Davies, Marketing Executive, Travel House

SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

7. 10. 2024 | 3 min read Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results.

BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

6. 8. 2024 | 4 min read Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1.

A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

24. 7. 2024 | 6 min read Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one.

OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

22. 7. 2024 | 4 min read The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience.

THE GREENPRINT USA WEBINAR: SUSTAINABLE ADVERTISING ALONE WILL NOT CONVINCE CONSUMERS. ADVERTISERS NEED TO FOCUS ON SIX KEY POINTS.

14. 7. 2024 | 9 min read Sustainability is a topic that resonates around the world. The media industry is no exception. Modern consumers are increasingly aware of environmental issues and tend to prefer brands that commit to sustainable practices. Advertisements that emphasise sustainability can engage these consumers and increase their brand loyalty. On the other hand, ads can also serve as a tool to educate consumers about the importance of sustainability and how they can contribute. This can have a wider positive impact on society as a whole.

MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER

27. 3. 2024 | 3 min read Aldi revolutionised Christmas advertising – so what they do at Easter is more than usually interesting. Their Easter ad starring a loveable animated pup is another 5-Star winner for the supermarket brand, but it points up the differences between the two holidays, both in how the public see them and how brands approach them.

TV TUNES IN TO SUSTAINABLE ADVERTISING

26. 3. 2024 | 8 min read This month saw the release of a new book aimed at guiding industry efforts on sustainability. ‘Sustainable Advertising: How Advertising Can Support a Better Future’, written by Matt Bourn, Director of Communications at the Advertising Association and Ad Net Zero, and Sebastian Munden, Chair of Ad Net Zero, lays out a manifesto for how advertising can help build a sustainable economy, and identifies some of the companies helping the industry make progress towards net zero emissions.

PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

16. 1. 2024 | 5 min read TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.