Advertising Benchmark Index (ABX) measures globally thousands of in-market ads a week across media channels, with 365,000+ ads tested to date. The ABX normative database is the industry standard since identical methodologies are used to test ad effectiveness for in-market, pre-test and trackers across all media, categories and variables. The ABX Index is proven to align and correlate extremely well with sales lift. ABX is a research partner to the Association of National Advertisers ANA, the Radio Advertising Bureau RAB, major media networks, brands and agencies.
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To qualify, the ad must have a First-Run date within two weeks of the tested week. Those with the highest ad effectiveness scores (the ABX Index) are then compared for strongest creative execution. The KPIs featured are the most important for correlations, but a total of 14 KPIs are tested across all media, categories, demographics, ethnicities, generations, and more. The average norms for 300,000+ ads = 100. See ABX Methodology for more.
The ABX score reflects creative effectiveness for a GenPop audience. The values shown are indices, with a score of 100 representing an average against all ads in the ABX database. The ABX Index is a summary value made up of Clear Brand, Message, Reputation, and Any Action. In addition, if there is a female or male in the ad, there is an awarding winning Gender Equality Index (GEI) score. The graph colors for the KPIs represent the following indices ranges: Green (105+ - Above Average), Yellow (95-104 - Average), Red (94 or below – Below Average), with the numeric value below each KPI graph.