Number one claims communicate powerful messages of comparative superiority over competitors and can be very effective in advertising a product or service, but powerful claims require careful use and strong support. So what does it take to be able to support a #1 claim?

In this episode of Ad Watchers, hosts Dan and Annie discuss the complexity behind supporting #1 claims in advertising, review relevant National Advertising Division cases, and provide valuable insight to advertisers regarding the type and degree of information required to support such claims.

For more information about this episode, read the show notes here.