Best Ads of EURO 2025

Throughout the UEFA Women's EURO tournament, we've been testing ads across TV, Instagram, YouTube, and more to find which ads were this year's top performers. We've been scoring the factors that drive effectiveness and long-term brand growth, ultimately ranking the most impactful ads across Europe.

We compared these ads against the world's largest advertising database - our secret weapon for helping brands craft impactful ads. The goal? To crack the creative code for crafting the perfect ad: one that scores highly on impact, ignites fan passion, and stands out from the crowd.

This campaign harnessed the power of AI, human insights and in-market performance using LINK AI on Kantar Marketplace. This, plus Kantar’s unique expertise, provides the industry’s most complete view of creative effectiveness.

To catch-up on all the action from our analysis of the Best Ads of EURO 2025, follow #KantarEUROAds on LinkedIn.

More than just ad testing. Unlock the power of connected effectiveness.

Time to get this year's scores!

Download the results below.

Best Ads of EURO 2024

Last year we tested ads from some of the world's biggest and fastest growing brands including Uber, Adidas, Dove, PaddyPower, Hisense, AliExpress, and more. With the results we created a visual guide to the factors that made the most effective ads of EURO 2024.

Download the results to discover the ads that scored the highest across impact, enjoyment, brand association and overall effectiveness and learn what it takes to be the champion.

Download the results