Cozy fall TV season is here, and brands are stepping up their game. MarketCast’s Top Breaking Ads for September highlight the creative strategies that captured attention and drove strong recall across both CTV and Linear TV platforms.
Check out the full lineup of September’s Ads that Break Through here.
From the NFL’s powerful message around player safety to Taco Bell’s playful kickoff with Davante Adams, Chipotle’s sizzling Carne Asada comeback, and Chewy’s charming 24/7 pet chat, advertisers leaned into authenticity, humor, and heart to leave a lasting impression. Meanwhile, Blue Buffalo and McDonald’s continued to show that consistency and clarity in messaging are key to keeping audiences engaged month after month.
NFL Tackles the Top Spot – The NFL made a powerful debut on our Top Breaking Ads lineup, landing straight at #1 for Linear TV. Its “Player Health & Safety” ad spotlighted cutting-edge helmet innovations designed to protect players, scoring 33% above the norm and tackling the competition head-on.
Taco Bell Scores with Davante Adams – Just in time for kickoff, Taco Bell claimed the #1 CTV spot with a quirky and clever ad starring NFL wide receiver Davante Adams. The football-themed creative scored 17% above the norm, delivering laughs, flavor, and fandom all in one.
Blue Buffalo Stays Top Dog – For the fourth month in a row, Blue Buffalo kept tails wagging with “Active Lifestyle.” The ad’s strong visuals and clear message about health and nutrition helped it fetch 26% above the Linear norm and reinforce the brand’s consistent winning streak.
Chewy Chats Its Way to the Top – Chewy proved that great service never sleeps. Its latest ad featuring the brand’s 24/7 live chat for pets of all kinds (fur, feathers, or scales) jumped to the #2 CTV slot, performing 16% above the norm and showing that pet parents love support as much as their pets love snacks.
McDonald’s Brings Back the Value – McDonald’s Extra Value Meals returned – and audiences noticed. Amid rising costs, the QSR giant’s bold and straightforward ad reminded viewers what value really looks like, resonating with audiences across screens and scoring 26% above the Linear norm.
Chipotle Sizzles with a Fan Favorite – A newcomer to the Top Breaking Ads lineup, Chipotle fired up taste buds with the return of Carne Asada, landing two ads in the top 10 for Linear TV. Each scored 17% above the norm, proving that fan-favorite flavors (and fresh faces on the list) never go out of style.
Backed by real-time data from MarketCast’s Brand Effect Pro measurement solution, these standout ads earned top marks for breakthrough, brand linkage, and message communication — the core ingredients that separate good ads from great ones.
Learn more about how MarketCast’s Brand Effect Pro enables marketers to understand whether campaigns are breaking through, using proven metrics that predict revenue drivers and guide real-time optimization to maximize ROI. Let’s talk!