{"id":30452,"date":"2025-06-23T15:30:00","date_gmt":"2025-06-23T22:30:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?post_type=ispot_case_studies&p=30452"},"modified":"2026-04-22T10:49:19","modified_gmt":"2026-04-22T17:49:19","slug":"understanding-which-creative-drives-greater-purchase-intent","status":"publish","type":"ispot_case_studies","link":"https:\/\/www.ispot.tv\/hub\/resources\/case-studies\/understanding-which-creative-drives-greater-purchase-intent\/","title":{"rendered":"Understanding Which Creative Drives Greater Purchase Intent"},"content":{"rendered":"\n
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+33%<\/strong><\/p>\n\n\n\n

Increase in purchase intent<\/p>\n<\/div>\n\n\n\n

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+86<\/strong><\/p>\n\n\n\n

Increase in Ace Score<\/p>\n<\/div>\n\n\n\n

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+119<\/strong><\/p>\n\n\n\n

Increase in female viewers Ace Score<\/p>\n<\/div>\n<\/div>\n\n\n\n

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An automotive services brand partnered with iSpot to evaluate and optimize its TV creative strategy. By pre-testing three distinct 30-second ads prior to launch, the brand confidently selected the highest-performing creative\u2014driving a 33% increase in purchase intent<\/strong> while ensuring alignment with target audience expectations.<\/p>\n\n\n\n

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Challenge<\/strong><\/p>\n\n\n\n

When preparing to launch a new campaign, this automotive services brand faced a critical question: Which of its three newly produced 30-second TV creatives would deliver the greatest impact with audiences? Answering this would help the brand avoid spending on an underperforming ad. For each of the three ads, the brand wanted to evaluate which creative elements resonated most, emotional impact, message clarity, and performance among its target demographic.<\/p>\n\n\n\n

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Solution<\/strong><\/p>\n\n\n\n

To measure ad effectiveness, the brand used iSpot Creative Assessment\u2014a media-agnostic solution with a U.S. Census\u2013weighted panel\u2014delivering emotional and brand recognition insights. The entire process delivered actionable insights within 24 hours, providing a fast, comprehensive view of performance across all three creatives.<\/p>\n\n\n\n

Additionally, the brand accessed iSpot\u2019s “always-on” benchmarking, comparing its creatives against a full year of 30-second ads in the automotive services category. iSpot’s proprietary Ace Score provided an overarching performance index, supported by deeper metrics such as purchase intent, emotional resonance, and demographic segmentation.<\/p>\n\n\n\n

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Results<\/strong><\/p>\n\n\n\n

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One creative emerged as the clear frontrunner\u2014outperforming its counterparts by +86 points<\/strong> on the Ace Score and delivering a 64% purchase intent rate<\/strong>, compared to a category norm of 48%<\/strong>. It particularly resonated with female viewers, earning a +119 point<\/strong> Ace Score gap-to-norm in that segment. Emotional sentiment also stood out, with viewers saying the creative \u201cgot their attention,\u201d \u201cfelt relatable,\u201d and was something they\u2019d \u201cwatch again.\u201d<\/p>\n<\/div>\n\n\n\n

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Although all three ads performed above the norm, the brand confidently prioritized the highest-scoring creative\u2014ensuring better ROI, stronger alignment with audience expectations, and reduced media waste.<\/p>\n\n\n\n

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