Each ABX ad is evaluated for 14 distinct KPIs grouped into six categories:

  • Awareness: How certain are you that you know the brand being advertised?
  • Message: The ad clearly communicates the product's benefit and the ad was easy to understand.
  • Reputation: As a result of this ad, your opinion of the company is better / worse / no different.
  • Relevance: Is the ad relevant to you?
  • Likability: Did you like the ad? Would you like to see the ad again?
  • Call to Action: Which of the following actions would you be likely to take as a result of this ad?

The ABX Index is the most important overall advertising effectiveness metric across all media. It is comprised of some of the KPIs above in a proprietary score that has been successfully correlated with sales and improve market mix models by double digits.  The ABX Gender Equality Index™ is included as desired.

All norms for the ABX Index against media types and across industries are updated monthly. Customization is provided as needed.

Methodology Summary & Sample Report

Every ad for clients and their competitors is rated by hundreds of respondants (depending on specific target audiences needed) from national consumer panels. Results are provided on live dashboard within 24 hours. Sample ABX Advertising Effectiveness Report

All media types are tested including digital, TV, print, radio, out-of-home, free-standing inserts, in-store signage and more. 

To see the sample ABX Report below more clearly, click on the image.

Questions on Methodology?