In this industry, we often look at ads from a craft point of view. Did it move us to tears? Make us laugh? Get us to feel something?
But what marketers care most about is whether their ads were effective. So ADWEEK partnered with data and measurement company EDO to uncover the ads that truly drove results this year.
These campaigns didn’t just grab attention, but actually moved consumers to act. EDO measured every national TV ad of 2025 (aired between Jan. 1 and Nov. 30) based on how effectively it drove a real consumer behavior that predicts future sales, such as website visits and brand searches.