Revealed: These are Australia’s favourite TV ads this year
Australia’s top 10 TV favourite ads have been revealed in a new survey.
In the latest edition of the AU/NZ Top 10 Favourite Ads Survey from TRA, KFC’s Look on the Fried Side of Life took the top spot, ahead of Telstra’s This is Footy Country and ALDI’s Shop ALDI First following behind.
Also on the list was Cadbury’s There’s a Glass and a Half in Everyone, Woolworth’s Packed with Pride and Toyota’s HiLux in the Middle.
The survey asked Aussies aged 18 to 60 a series of questions to uncover why certain ads perform better than others.
The same survey, conducted in New Zealand, showed results suggesting that while both countries have their fair share of culture wars, New Zealand ads appear more settled with the idea of ‘Kiwi-ness’, whereas in Australia, the idea of ‘Aussie-ness‘ is only approached indirectly by brands.
New Zealand ads also tend to leverage familiar characters and ongoing stories, while Australian brands prefer storytelling and situational humour.
Carl Sarney, TRA’s head of strategy, and Alex Forrester, TRA’s business director use the TRA’s proprietary framework, Creative Edge, to evaluate the strength of the ad’s creative execution.
The framework includes the ‘three R’s’: how likely an ad is to grab people’s attention (remarkable), entertain (rewarding), and how strongly the brand is linked to the creative idea (remembered).
In New Zealand, ASB’s Ben & Amy took out the number one spot for the fourth consecutive year, followed closely by ANZ’s We Do How and Turners Tina from Turners rounding out the top three spots.
The full list of Australia’s top 10 ads:
- KFC – Look on Fried Side of Life
- Telstra – This is Footy Country
- ALDI – Shop ALDI First
- Cadbury – There’s a glass & a half in everyone
- Woolworths – Packed with Pride
- Toyota – HiLux ‘In the Middle’
- AAMI –When Australia Happens
- HBF – Quokka Series (example)
- McDonald’s – The Original Mouthful
- Kia – Kia’s Getting a Ute
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Fair enough! Me too possibly.
The reason we are interested in this (what it’s supposed to prove) is based on Les Binet’s theory of ‘how advertising (really) works’. For readers:
‘Advertising increases/maintains sales & margin, by slightly increasing the chance that people will chose your brand, by making the brand easy to think of and easy to buy, and creating positive feelings and associations via broad reach advertising that people will find interesting and enjoyable and targeted activation that they find relevant and useful’
This study helps us understand which advertising (and brands) coare easy to think of and buy, and the nature of their positive feelings and associations of the brand. We think we get a pretty good read of which Australian advertisers are doing a good job and why.
I’ve written more here: https://www.linkedin.com/posts/awforrester_australias-top-5-ads-april-2024-the-research-activity-7196813618275868673-p0O_?utm_source=share&utm_medium=member_desktop
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1 & 2) Consumers dont care when and where the ad was made. We have ads that are more than 20 years old that still show up in our data. It’s a study of what Australian consumers (cf Advertising creators) consider their favourite. It’s often a humbling insight into how little they are really paying attention to advertising.
3) Quite sure.
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Whether their the biggest or best is a matter for another study – here we were just interested in (and only asked respondents) about their favourite ads. There’s no accounting for taste!
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What, no macpac?
The list is of the 10 biggest, certainly not the 10 best.
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1. KFC – Two years old. so not this year
4. Cadbury- UK ad
7. AAMI- You sure it’s not confused with NRMA Hail? a lot better and more memorable.
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My current favourite ad is the Guiness surfer ad. Made about 25 yrs ago. I’d have answered that in this survey. What are the results meant to prove?
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Number 5. Packed with Pride, well done to those involved. It should be a training movie, as it never happens in my Woolies store!
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