How 'Challenger' Brands Have Found TV Ad Success

While brand market share doesn't guarantee TV advertising will successfully resonate with consumers – it can help. As a result, newcomers in various spaces sometimes have to try harder to cut through with audiences, since they're not just selling products or services, but introducing themselves altogether to viewers.

iSpot recently utilized its creative assessment data to take a look at the approaches of some of these newcomer – "challenger" brands – and how they've found success on TV via inventive strategies.

• For Bombas, "1 Million Pairs of Bombas Socks Donated" scored 31% higher purchase intent than other footwear & apparel brands from 2010-24, while scoring 33% higher likeability.
• Peloton found effectiveness with both men and women around its ad "This Is Peloton," but scores were still even higher with women – and the ad was in the 98th percentile during the timeframe with women 21 to 35 years old.
• Lucid Motors hit the mark with its higher-income audience, as "Not Beginner's Luck" achieved 73% brand recognition among that audience group.
• iSpot also dug into successful ad rollouts from other "challengers" like Ruggable, Airbnb, Poppi and Athletic Brewing (check out their full post for more).