Connect opinions and behaviors across all digital touchpoints, desktop & mobile.

We connect what people say and actually do to drive confident business decisions

Read More

Learn about our team

leadership image

Innovating an insights platform for the future

See More

Check out what’s new

DISQO finds in-game ad opportunity is massive, multi-generational and multi-gender

Women, Millennials, and Metaverse players are among the most engaged...

DISQO ranks top performing Big Game ads for CX

Objective ad testing and brand lift measurement reveal which Big...

DISQO wins Ad Age's Best Places to Work 2023 - image of people high-fiving

DISQO Named Among Ad Age’s Best Places to Work 2023

DISQO’s Culture, Leadership, and Benefits Recognized as its CX Intelligence Platform...

Survey Junkie

Survey Junkie is an online community with 1.5 million+ active members sharing zero-party data to fuel your insights advantage.

  • share opinion Opinions & behaviors
  • earn rewards 100% opted in
  • share behaviours 1B digital touchpoints monthly
See More

DISQO ranks top performing Big Game ads for CX

Objective ad testing and brand lift measurement reveal which Big Game ads scored big with consumers

February 15, 2023 Los Angeles, CA – Customer experience (CX) platform DISQO today released its third annual Big Game Brand Lift report and revealed which Big Game ads delivered the most positive consumer reactions and attitudinal changes. In the analysis, DISQO’s Ad Testing and Brand Lift products were used to provide unparalleled views of performance, including creative appeal (memorability, uniqueness, relevancy, believability, etc.) and boosts to brand awareness. DISQO’s report moves beyond subjective critiques to highlight business-driving results for these multi-million dollar advertising investments. 

“The financial investments brands make in the Big Game are significant, to say the least, so evaluating impact with objective data is crucial,” said Patrick Egan, DISQO’s Director of Research and Insights. “Participating brands want immediate and positive consumer responses and to drive measurable lifts in sentiment and action. Our industry-leading Brand Lift product, combined with our new, agile Ad Testing product, gives a broad, robust and objective perspective about which creative strategies were the most impactful.”

DISQO’s analysis depicts top overall performers on a crowded advertising playing field:

Here is another view of the top 10 ads:

  1. Indiana Jones: Dial of Destiny
  2. WeatherTech
  3. Popcorners
  4. Farmer’s Dog
  5. Creed 3
  6. Marvel’s Guardian of the Galaxy, Vol. 3
  7. Air – Courting a Legend
  8. Doritos Sweet & Tangy BBQ
  9. Heineken 0.0
  10. He Gets Us (Be Childlike)

DISQO also examined trending themes, including nostalgia, casting diversity, explicit CTAs and more (see report):   

Nostalgia is a winner.

Thirty-one percent of ads used nostalgic references. Compared to humorous ads, nostalgic ones saw a much higher overall performance, driven by moderate gains in creative appeal (+5 points) and even bigger gains in brand lift (+8 points). Leaning into nostalgia can yield consistent results with a range of targets within the Big Game audience. 

Diversity drives success.

Similar to last year, ads with racial diversity (68% of total ads) outperformed those that utilized only caucasian actors by about 3 points overall. Results are stronger in creative appeal (+3 points) versus brand lift (+1 point). Brands embracing inclusion will continue to see outsized success as the U.S. becomes a majority minority nation.

Calls to action (CTAs) drive brand lift, but detract from creative appeal.

This year, 24% of commercials leveraged a CTA, but their effectiveness in driving positive consumer reactions is mixed. Overall, CTA-centric ads saw -5 points in creative appeal and +3 points in brand lift, netting to a minimal overall impact. However, ads with specific CTAs, like QR codes, sweepstakes, or URLs, were much more successful driving brand lift. Brands should use CTAs selectively, based on their unique goals. 

Download DISQO’s Big Game Brand Lift report here.


DISQO is the CX platform for understanding every customer experience. Businesses trust DISQO to power better decisions for every customer, touchpoint, and outcome. DISQO’s insights, agile testing and advertising measurement products are powered by millions of consumers on the industry’s largest opt-in consumer data platform. DISQO is recognized in Deloitte’s Fast 500, Ad Age’s Best Places to Work, and is a Top 100 Next Gen Workplace. Follow @DISQO on LinkedIn and Twitter.

Get connected with DISQO’s platform