Award-mediated scripts of advertising measurement: Evidence from MIXX Awards Türkiye success stories

Advertising effectiveness is increasingly evaluated in environments shaped by platform-specific metrics, fragmented data, and privacy-constrained attribution. Organizations still need shared scripts that render performance claims intelligible to clients, juries, and peers. This study examines the MIXX Awards Türkiye Success Stories Library (2015–2024) as a public archive of narrated measurement practice. Combining qualitative coding with transformer-based topic modeling, the study identifies how award case narratives report and standardize what counts as credible proof. To quantify this process, the study proposes a Standardization-Measurement Index (SMI) with four pillars: conversion focus, experimentality, transparency, and sustainability. Benchmark-year evidence indicates a clear net increase in standardized proof language over the decade, alongside a marked late-period rise in sustainability-related claims. The article also reports a full-year annual robustness series computed from the adjudicated coding ledger; this series shows the same directional pattern. The analysis does not treat these narratives as direct evidence of actual measurement quality. Rather, it traces changes in what award submissions present as legitimate evidence within an award-mediated segment of the advertising field. Current MIXX documentation is used as a contemporary interpretive anchor for the award's present evaluative logic, not as an invariant rule set retroactively imposed on the entire 2015–2024 archive. The discussion distinguishes the institutional enforcement of submission expectations from broader field-level diffusion. The bounded single-country design is positioned against international scholarship on award ceremonies, prizes, and field-configuring events, which supports comparative relevance while leaving multi-country corpus analysis to future research. Implications are discussed for award-based evidence, measurement governance, and comparative research on advertising evaluation infrastructures.