Even in our increasingly digital world, where almost everything is measurable, it can be hard to quantify the effectiveness of a TV ad spot. But with both brands’ and consumers’ wallets tightening in response to current economic turbulence, a high-quality TV spot that helps a company stand out from the noise can be invaluable.
And so, as media fragmentation grows and performance pressure intensifies, TV measurement platform EDO has ranked the most effective TV ads from the first half of 2025. These are ads that actually drove action, not just impressions; the platform maintains a database that tracks every ad airing on more than 120 linear and streaming TV networks, and the results are based on branded search and site visits.
“Some of the biggest creative wins [across the 15 industries EDO measured] this year came from brands willing to meet the moment — whether it was Red Lobster rebuilding after bankruptcy, Cadillac stepping into the luxury EV space or Taco Bell entering QSR’s crispy chicken wars,” said Laura Grover, SVP and Head of Client Solutions at EDO in a statement. “These campaigns took different paths and strategies, but all drove measurable consumer engagement that signals intent and powers future business growth.
“Great creatives drive real business outcomes by inspiring viewers to take action,” Grover added. “This year’s top ads used bold visuals, humor, music and culturally resonant moments to spark meaningful response.”
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Retail TouchPoints has an exclusive look at the top-performing retail-specific ads of the year. The results offer insight into what consumers are responding to today, not to mention spotlighting examples of where that TV ad money turned out to be very smart spend.
Star Power Still Holds Sway
Despite the recent shunning of famous faces in lieu of more “authentic” creator endorsements, the right celebrity collab still has the power to drive results: Levi’s, Skechers and New Balance have all had big marketing wins in the first half of this year, riding on the coattails of Beyoncé, Snoop Dogg and a roster of NBA and WNBA stars, respectively.
Skechers’ “Alien Butler” ad with Snoop Dogg (#9) offers an example of one of those weird marketing gambles that often pay off big time for brands. And of course, Beyoncé’s star-power is almost supernatural, so it’s no surprise that Levi’s team-up with the Queen Bey has proven fruitful (grabbing the #1 spot), especially as the Cowboy Carter tour continues to make its way around the country.
New Balance took two of the top five spots (#3 and #4) thanks to its basketball-focused campaign featuring WNBA player Cameron Brink, NBA players Tyrese Maxey, Jamal Murray, Kawhi Leonard and recent first-round pick Cooper Flagg.
Cowboy Core is Still Going Strong
Last year, all things Western shot up in popularity across categories from apparel to home décor, and that trend seems to still have momentum based on the top ads this year. That includes the aforementioned Beyoncé “Pool Hall” spot for Levi’s, but a less likely brand has also ranked in the Top 10, not once but twice — hardcore Western brand Tecovas, which took the #5 and #10 spots for two ads touting its authentic cowboy boots.
Can’t Go Wrong by Focusing on the Fundamentals
It is a retail truism that at the end of the day it all comes down to the product, and in these chaotic times, a number of brands are gaining traction with consumers through straightforward messaging that focuses on the quality of their product. Sure, a little star power or some quirky humor can go a long way, but brands like Mott & Bow and Vuori have proven that you can also just let the product speak for itself.
DTC apparel brand Mott & Bow ranked twice on the list (#2 and #7) for ads promoting its premium T-shirts under the brand motto “Never Underdressed,” while athleisure favorite Vuori also snagged two spots (#6 and #8) for ads that showcase its Sunday Jogger for women and Kore Short for men.
The Top 10 Most Effective Retail Ads of 2025 (so Far)
- Levi’s “Pool Hall” ad featuring Beyoncé and the song Levii’s Jeans from her Cowboy Carter album — 273% more effective than the average clothing creative
- Mott & Bow “Never Underdressed” 15-second spot— 128% more effective
- New Balance “2025 Hoops Quad” 15-second spot — 109% more effective
- New Balance “Hoops 5” 15-second spot — 109% more effective
- Tecovas “Cowboy” ad — 97% more effective
- Vuori Clothing “Sunday Jogger – Feature” 30-second spot — 97% more effective
- Mott & Bow “Never Underdressed” 30-second spot — 94% more effective
- Vuori Clothing “The Short that Started it All” 30-second spot — 92% more effective
- Skechers “Alien Butler” ad featuring Snoop Dogg 15-second spot — 85% more effective
- Tecovas“Tecovas” ad — 74% more effective
