REPORT DOWNLOAD
Built to Break Through
Learn What Separates the Winners on Advertising's Biggest Stages
- Understand What Drives Breakthrough — Get a data-grounded framework identifying the three routes through which Super Bowl, Oscars, and Olympics ads earn recall and correct brand attribution
- See How the Top Performers Separated — Review the full top-10 Breakthrough rankings for all three tentpoles, with named brands, ads, and points above norm
- Apply the Findings to Your Next Brief — Use five diagnostic questions built from the data to identify which route your brand can credibly own before production begins
Inside this report, you will find:
Which Route Your Brand Can Own
The data reveals three distinct routes to Breakthrough: Distinctive Asset Activation, Earned Relevance, and Claim Distinctiveness. Each reflects a different mechanism by which advertising earns recall and correct brand attribution. The route a brand can credibly own is determined by its current equity, not by its production budget.
What the Top Scores Actually Tell You
Budweiser's American Icons reached +47 above the Super Bowl norm. Tremfya's Break Away: Relentless Weed reached +42 above the Oscars norm. Starbucks' The Coffee Run led the Olympics at +31. The full rankings show what these ads did to stand out against the competition.
Why the Environment Shapes the Outcome
The gap between first and tenth place spans 16 points at the Super Bowl, 34 at the Oscars, and 21 at the Olympics. Each tentpole rewards a different creative approach. Performance measured against a universal standard obscures what tentpole-specific norms reveal about how strong creative separates from the field.
Build Your Next Ad to Break Through
Talk to a MarketCast expert about applying these findings to your next campaign.