--- title: World Cup Fever Leads to Top Ads for Attention in Q4 2022 description: World Cup fever propelled the top ads for Creative Breakthrough in Q4 2022. According to TVision, DoorDash's homage to soccer fans and their favorite foods, and Kia's World Cup tie-in ad, both performed exceptionally well. Caravana also broke through in Q4 2022. See how the ads perform with key demos and identify the creative elements that work best with this second-by-second ad analysis. image: https://www.tvisioninsights.com/hubfs/Screen%20Shot%202023-01-11%20at%2012.02.27%20PM.png --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) Insights # World Cup Fever Leads to Top Ads for Attention in Q4 2022 January 18   |   Insights Who says Americans are not passionate about soccer? In Q4 2022 both the top overall ad according to our Creative Breakthrough Score, and the ad that performed best with men were soccer-related. As a reminder, our Creative Breakthrough Score measures how well an ad captures attention compared to other ads that run in the same pod. It is a strong measure of an ad's creative impact. Door Dash, a Major League Soccer partner, scored big with its catchy and clever ad inspired by soccer fans, and Kia's sponsorship of the World Cup paid off. The car company's ad leading into the World Cup championship game grabbed the most attention from men in the quarter.  Carvana rounds out our list of top ads for the quarter, with a personal narrative that engaged female viewers best.  At TVision, we measure every second of TV and CTV content and ads and report on engagement in our SAAS platform [Ad Scoreboard](https://www.tvisioninsights.com/ad-scoreboard). We used that data to identify the top-performing ads of Q4 2022, which we've highlighted below. In Ad Scoreboard, marketers are able to drill into the performance of their campaigns at the brand level and also analyze the performance of specific ads. Marketers use Ad Scoreboard to evaluate their own engagement and compare it to competitors. With insight into overall Attention and Viewability, as well as the networks, apps, and dayparts that perform best, marketers are able to optimize their campaigns for maximum value.  Take a look at the videos below to see how the top ads from Q4 2022 captured viewer Attention second-by-second.  ### Top Overall Ad for Q4 2022 - DoorDash "Passion Should Never Go Hungry"  Creative Breakthrough Score - 118  The Top Ad for Creative Breakthrough Score, according to TVision's Ad Scoreboard comes from DoorDash. The company was a Major League Soccer sponsor and the ad primiered in June of 2022, as part of DoorDash's customer-inspired ad campaign.  The ad performed 11% above the network norm for ad attention on Fox Sports, which was responsible for 7% of the ad's impressions in Q4 2022, according to TVision's panel. Outside of sports, the ad also outperformed on BET and VH1 which together accounted for almost 40% of the ad's impressions in the quarter. The ad also performed well with 30-39 year olds, at 45.8% ad attention with this demo, it was 12% above the average.  ### Top Ad with Men for Q4 2022 According to TVision's Ad Scoreboard - P2+ - Kia "FIFA World Cup™ | The All-New Kia EV6 GT" Creative Breakthrough Score - 118 With a very high 118 Creative Breakthrough Score, the ad from Kia showed the power of event tie-ins and sponsorships. The ad exclusively ran on Fox Sports and Fox Sports 1, where the World Cup games were broadcast. The ad featured a soccer fan tuning in to the games as he drives a Kia, even as he stops to refuel, drives through town and unites with friends and family for a celebratory viewing party, the voice-over featured soccer play-by-play. The ad performed 5% better than average with the hard-to-reach 18-29 year old bracket.    ### Top Ad with Women for Q4  2022 According to TVision's Ad Scoreboard -  P2+ - Carvana - "My Carvana Story" Creative Breakthrough Score - 113.3 The Top Ad for Creative Breakthrough Score among women in Q4 2022, according to TVision's Ad Scoreboard, comes from Carvana -  "My Carvana Story: Rina".  Unlike the other top ads of the quarter, Carvana features first-person story telling to explain Carvana's process for selling cars.   The ad performed 5% better than the average for attention with 30-39 year-olds. It also outperformed on FX, with an overall ad attention of 43.7%, it was 6% better than the average ad on that network.     [![TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a) ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) [![The TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/6b181378-6650-4289-8bad-aa2394689443.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/6b181378-6650-4289-8bad-aa2394689443) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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