Dive into a comprehensive analysis of the Tokyo 2020 Olympics ads and see which brands' ad strategies earned them a spot on our list of highest-performing campaigns by viewership. Looking at impressions and creative effectiveness, you will discover the top advertisers of the Tokyo 2020 Olympics and what made them stand out. Refer to the glossary at the bottom of the page for definitions and methodology behind our metrics.
1
- Impressions: 411.3M
- Airings: < 500
- Est. TV Spend: $7M
- Interruption Rate: 2.5%
- Attention Index: 108
- Breakthrough Score: 662 (5% above norm)
- Top Emotion: N/A
2
- Impressions: 344.6M
- Airings: < 500
- Est. TV Spend: $4.2M
- Interruption Rate: 2.55%
- Attention Index: 102
- Breakthrough Score: 666 (5% above norm)
- Top Emotion: Narrative
3
- Impressions: 338.1M
- Airings: < 500
- Est. TV Spend: $5.6M
- Interruption Rate: 2.1%
- Attention Index: 115
- Breakthrough Score: 670 (6% above norm)
- Top Emotion: Curiosity
4
- Impressions: 316.4M
- Airings: < 500
- Est. TV Spend: $6.4M
- Interruption Rate: 3.62%
- Attention Index: 108
- Breakthrough Score: 691 (9% above norm)
- Top Emotion: Inspiring
5
- Impressions: 301.2M
- Airings: < 500
- Est. TV Spend: $3.7M
- Interruption Rate: 2.32%
- Attention Index: 103
- Breakthrough Score: 683.5 (8% above norm)
- Top Emotion: Heartfelt
6
- Impressions: 297.3M
- Airings: < 500
- Est. TV Spend: $6.3M
- Interruption Rate: 3.52%
- Attention Index: 104
- Breakthrough Score: 746 (18% above norm)
- Top Emotion: Narrative
7
- Impressions: 287.6M
- Airings: < 500
- Est. TV Spend: $3.9M
- Interruption Rate: 3.01%
- Attention Index: 111
- Breakthrough Score: 640 (1% above norm)
- Top Emotion: Cinematic
8
- Impressions: 285.4M
- Airings: < 500
- Est. TV Spend: $5.2M
- Interruption Rate: 3.71%
- Attention Index: 88
- Breakthrough Score: 659 (4% above norm)
- Top Emotion: Inspiring
9
- Impressions: 281M
- Airings: < 500
- Est. TV Spend: $6.6M
- Interruption Rate: 3.99%
- Attention Index: 103
- Breakthrough Score: 664.5 (5% above norm)
- Top Emotion: Inspiring
10
- Impressions: 279.9M
- Airings: < 500
- Est. TV Spend: $3.5M
- Interruption Rate: 2.85%
- Attention Index: 105
- Breakthrough Score: 686 (9% above norm)
- Top Emotion: Upscale
11
- Impressions: 277.3M
- Airings: < 500
- Est. TV Spend: $5.1M
- Interruption Rate: 2.59%
- Attention Index: 113
- Breakthrough Score: 720.5 (14% above norm)
- Top Emotion: Green
12
- Impressions: 275.6M
- Airings: < 500
- Est. TV Spend: $3.7M
- Interruption Rate: 2.82%
- Attention Index: 105
- Breakthrough Score: 613 (3% below norm)
- Top Emotion: Funny
13
- Impressions: 263.9M
- Airings: < 500
- Est. TV Spend: $3.1M
- Interruption Rate: 2.56%
- Attention Index: 105
- Breakthrough Score: 637.5 (1% above norm)
- Top Emotion: Inspiring
14
- Impressions: 263.4M
- Airings: < 500
- Est. TV Spend: $3.3M
- Interruption Rate: 2.52%
- Attention Index: 98
- Breakthrough Score: 555.5 (12% below norm)
- Top Emotion: N/A
15
- Impressions: 263M
- Airings: < 500
- Est. TV Spend: $2.7M
- Interruption Rate: 2.48%
- Attention Index: 94
- Breakthrough Score: 618.5 (2% below norm)
- Top Emotion: Inspiring
16
- Impressions: 256.2M
- Airings: < 500
- Est. TV Spend: $3M
- Interruption Rate: 2.81%
- Attention Index: 102
- Breakthrough Score: 640 (1% above norm)
- Top Emotion: Curiosity
17
- Impressions: 256M
- Airings: < 500
- Est. TV Spend: $3.2M
- Interruption Rate: 2.67%
- Attention Index: 98
- Breakthrough Score: 601 (5% below norm)
- Top Emotion: Inspiring
18
- Impressions: 242.4M
- Airings: < 500
- Est. TV Spend: $3M
- Interruption Rate: 2.58%
- Attention Index: 102
- Breakthrough Score: 556 (12% below norm)
- Top Emotion: Narrative
19
- Impressions: 241.8M
- Airings: < 500
- Est. TV Spend: $3.6M
- Interruption Rate: 2.38%
- Attention Index: 105
- Breakthrough Score: 638 (1% above norm)
- Top Emotion: Inspiring
20
- Impressions: 239.6M
- Airings: < 500
- Est. TV Spend: $3.7M
- Interruption Rate: 2.2%
- Attention Index: 119
- Breakthrough Score: 661.5 (5% above norm)
- Top Emotion: Curiosity
Glossary Of Terms
- Airings
- Ad occurrences; a single ad airing on a specific network at a given time.
- Attention Index
- A comparison of your ad's Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.
- Est. TV Spend
- Est. TV Spend is calculated by multiplying the impressions by the cost per 1,000 viewers (CPM) divided by 1,000. It provides a foundation for doing an apples-to-apples comparison across all media units and advertisers.
- Impressions
- TV ad exposures captured across 83M smart TVs and set-top boxes which are extrapolated and balanced with census data for an accurate representation of US households.
- Interruption Rate
- The percentage of devices that were present at the beginning of an ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption Rate is measured on a scale from 0 to 100%.
- Breakthrough Score
- The Breakthrough score measures an ad's ability to stand out from the clutter and is an average of our Attention and Likeability scores.
- Top Emotion
- We measure 57 emotional reactions to an ad derived from hundreds of Creative Assessment survey respondent verbatim comments. The Top Emotion represents the reaction with the strongest signal and is at minimum stronger than 75% of all ads for that specific emotion.