{"id":21443,"date":"2024-08-15T21:17:19","date_gmt":"2024-08-15T21:17:19","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21443"},"modified":"2024-08-15T21:17:22","modified_gmt":"2024-08-15T21:17:22","slug":"adidas-ads-are-outperforming-nike-ads-on-tv-research-shows","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21443","title":{"rendered":"Adidas ads are outperforming Nike ads on TV, research shows"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Sometimes, even Nike just can\u2019t do it.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">So far this year, the sportswear brand is being outperformed by competitor Adidas when it comes to national TV ads, according to data from measurement company EDO. While Nike has run more spots than Adidas and spent roughly four times the amount, Adidas is seeing higher engagement per dollar.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\"><strong>Going for gold: <\/strong>Adidas\u2019s ads have outperformed Nike\u2019s on TV by 23%, according EDO. That means Adidas has seen more engagement per dollar spent, according to Laura Grover, EDO\u2019s SVP and head of client solutions. For this research, EDO defined engagement as online searches for the brand that occurred in the minutes after their ads were seen.<\/p>\n<ul>\n<li>Adidas aired 488 national TV ads in the first half of 2024, per EDO, while Nike aired about 1,100.<\/li>\n<li>Though Nike took up more airtime, Grover said Adidas has been allocating a larger share of its ad spend toward live sports in particular\u201485% to Nike\u2019s 65%\u2014which could explain why Adidas is seeing higher engagement.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cWe see time and time again that live sports is a fantastic environment to be airing,\u201d she told Marketing Brew. \u201cIn general, people are more engaged, and more engaged with ads, in live sports\u2026With that concentrated buy in live sports, Adidas is really driving up their per-impression impact, or engagement rate.\u201d<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\"><strong>Ballers: <\/strong>Both Nike and Adidas have been scoring in women\u2019s basketball, but again, Adidas outperformed Nike on that front, EDO found.<\/p>\n<ul>\n<li>Adidas\u2019s ads featuring women\u2019s basketball players outperformed Nike\u2019s women\u2019s basketball ads by 25% so far this year, according to EDO.<\/li>\n<li>About three-quarters (73%) of Adidas\u2019s overall estimated TV ad spend this year has gone toward women\u2019s basketball spots, Grover said, compared to 8% from Nike.<\/li>\n<li>Adidas aired 376 women\u2019s basketball-focused ads in the first half of the year.<\/li>\n<li>Nike aired 356 in that time.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">Despite being outperformed by Adidas, Nike\u2019s women\u2019s basketball ads are still shining against its other campaigns:<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\"><strong>Just for kicks: <\/strong>Soccer is working even better than basketball for Adidas. Viewers were 22% more likely to engage with Adidas\u2019s soccer spots than with its women\u2019s basketball ads, according to EDO data:<\/p>\n<ul>\n<li>Adidas ads that aired on Fox and FS1 during the UEFA European Championship outperformed Adidas\u2019 average for the first half of the year by 71%, EDO found.<\/li>\n<li>During the Copa America championship, Adidas saw 49% stronger engagement than average, Grover said. Ads in the earlier rounds of that tournament were 25% stronger.<\/li>\n<\/ul>\n<div class=\"style__InlineSubscribeWrapper-sc-13447495-1 hQuTLW inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-90cce694-12 hqfIap inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-90cce694-12 htlyFZ inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">\u201cSimilar to women\u2019&#8217;s basketball, I feel like there\u2019s just been a groundswell around women\u2019s soccer, and soccer in general, in the US, so [those ads have] done really well,\u201d Grover said.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\"><strong>Olympic gold: <\/strong>Nike\u2019s \u201cWinning Isn\u2019t For Everyone\u201d campaign, narrated by Willem Dafoe, has generated mixed reviews within the ad industry, but ultimately won the USA Today Olympics Ad Meter.<\/p>\n<p class=\"dist__StyledText-sc-90cce694-12 gOnUsl\">The campaign includes 10 different creatives featuring different athletes, some of which have performed better than others. A 90-second version with multiple athletes and a 30-second spot starring wrestler and MMA fighter Zion Clark are the only two that have beaten Nike\u2019s year-to-date performance benchmark since the campaign debuted last month, according to EDO.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/08\/15\/adidas-nike-tv-ads-research?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sometimes, even Nike just can\u2019t do it. So far this year, the sportswear brand is being outperformed by competitor Adidas when it comes to national TV ads, according to data from measurement company EDO. While Nike has run more spots than Adidas and spent roughly four times the amount, Adidas is seeing higher engagement per [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21444,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21443","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Adidas ads are outperforming Nike ads on TV, research shows | Brandiary<\/title>\n<meta name=\"description\" content=\"Sometimes, even Nike just can\u2019t do it.So far this year, the sportswear brand is being outperformed by competitor Adidas when it comes to national TV ads,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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