Year in Review A SUMMARY OF FINDINGS FROM OUR TRACKING OF NEW ZEALAND'S FAVOURITE TVC'S FROM JUNE '19 - MARCH '20 - Think TV
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
JUNE 2020 Year in Review A SUMMARY OF FINDINGS FROM OUR TRACKING OF NEW ZEALAND’S FAVOURITE TVC’S FROM JUNE ‘19 – MARCH ‘20
2
New Zealand’s favourite ads 2019-2020
1 – Sky – Life Needs More Sport 2 – Lotto – Lost Ticket
3 – ASB – Big Ben 4 – Cadbury – Mum’s Birthday 5 – Pak n’Save – Stickman 6 – Speights – The Dance
7 – NZ Post – Keeping Hoho Hush Hush 8 – BNZ – What Ella Wants 9 – Mercury – Kiss Oil Goodbye 10 – BNZ – The Kids’ Room
CONFIDENTIAL © TRA 2020
3
New Zealand’s Favourite TV Ads
We asked the open-ended question:
What’s your favourite ad on TV at the moment?
Survey respondents could Of the 1,000 people surveyed
describe any ad that came to each time, over 100 different
mind as a favourite of theirs. This ads were named as a favourite.
was totally unprompted and gave This demonstrates the unrivalled
us a candid view of the ads that power of television for connecting
had truly cut through and been a wide range of brands with a
remembered favourably. wide range of audiences
We surveyed a nationally Open-ended responses were
representative sample of 1,000 manually coded, and the most
New Zealanders every 2 months. frequently mentioned ads gave us
The results in this report combine our list of the top ten favourites.
all 6,000 responses gathered The chart shows the most
from late May 2019 – late frequently mentioned favourite
March 2020. ads overall.
CONFIDENTIAL © TRA 2020
4
New Zealand’s Favourite TV Ads
PROPORTION OF ALL ADS MENTIONED
7.9%
6.6%
4.2%
3.8%
3.2%
2.8%
2.4% 2.4% 2.3% 2.1%
Life Needs Lost Ticket Big Ben Mum’s Stickman The Dance Christmas What Ella Kiss Oil The Kids’
More Sport Brithday Wants Goodbye Room
CONFIDENTIAL © TRA 2020
5
What does it mean to be New Zealand’s favourite ad on TV?
Fame, love, and popularity
% OF BRANDS REPORTING VERY
For an ad to be spontaneously LARGE PROFIT GAINS
named as a favourite, it has to be
You can’t buy ‘word of 34%
top of mind, ahead of everything
else people have seen on TV –
mouth’ space, but having
a favourite ad on TV is 28%
not an easy feat. 26%
your best shot at getting
Here we are talking about brand
stories that have achieved
your brand into customer
16%
emotional involvement and fame. conversations.
Peter Field and Les Binet’s
research into advertising
effectiveness identified fame as Fame Emotional Combined Any rational
the strongest driver of advertising involvement emotional
& rational
effectiveness. By ‘fame’ they
mean the campaign gets talked
Communications strategy used
about or shared.
Source: The Long & The Short of It, Peter Field & Les Binet
CONFIDENTIAL © TRA 2020
6
New Zealand’s favourite ads 2019-2020: full list
June 2019 August 2019 October 2019
1. Cadbury – Mums Birthday 1. Lotto – Lost Ticket 1. Lotto – Lost Ticket
2. Speights – The Dance 2. BNZ – What Ella Wants 2. BNZ – What Ella Wants
3. Meridian – Wind Water Sun 3. Speights – The Dance 3. Cadbury – Mum’s Birthday
4. VTNZ – Road Commander 4. Nova - Broadband 4. Pak n’Save - Stickman
5. Spark - Wedding 5. Mitre 10 – Kong The Donkey 5. Mitre 10 – Kong The Donkey
6. BNZ – What Ella Wants 6. Pak n’Save - Stickman 6. Vodafone - Huxley
7. HPA – Tooth Fairy 7. Cadbury – Mum’s Birthday 7. Speights – The Dance
8. Lotto – Armoured Truck 8. Meridian – Wind Water Sun 8. McDonalds - Monopoly
9. Holden – Get a Doggone Fieldays Deal 9. Lotto – Armoured Truck 9. Specsavers – Should’ve Gone to Specsavers
10. Nova - Broadband 10. McDonalds – Big Mac With Bacon 10. Kiwibank – Support NZ Rugby
December 2019 January 2020 March 2020
1. NZ Post – Keeping Ho Ho Hush Hush 1. Sky Sport – Life Needs More Sport 1. Sky Sport – Life Needs More Sport
2. Lotto – Lost Ticket 2. Pak n’Save - Stickman 2. Lotto – Lost Ticket
3. Cadbury – Mums Birthday 3. Trivago – Wait What?! 3. ASB – Big Ben
4. BNZ – Kids Room 4. Lotto – Lost Ticket 4. Pak n’Save - Stickman
5. Pak n’Save - Stickman 5. Cadbury – Mum’s Birthday 5. Cadbury – Mum’s Birthday
6. AA Insurance – Dinosaur vs Unicorn 6. Specsavers – Should’ve gone to Specsavers 6. AA Insurance – Dinosaur vs Unicorn
7. Speights – The Dance 7. AA Insurance – Dinosaur vs Unicorn 7. Mercury – Kiss Oil Goodbye
8. NZTA - Dilemmas 8. Speights – The Dance 8. Mitre 10 - Sandpit
9. Spark – Balance Screen Time With Playtime 9. TradeMe – There’s Someone for Everything 9. Vogels – Nothing Compares
10. Vodafone - Huxley 10. McDonalds – Milkshake Dad 10. KFC – Girl Caught in Sprinkler
CONFIDENTIAL © TRA 2020
7
Key Elements of Favourite Ads
CONFIDENTIAL © TRA 2020
8
Humour is the most common element of NZ’s favourite ads
A wide range of other factors were mentioned, and the theme
across these is: relatable, emotive stories told in an entertaining way
30%
8% 7% 6% 6% 6% 5% 5% 5% 5% 5%
Funny/ Relatable/ Entertaining/ Good acting/ Catchy/ Lovely/ Provokes Good storyline/ Like the song/ I like the General positive
amusing/ relevant/real- fun/enjoyable reactions of the interesting/ cute/sweet/ emotions/ message music/jingle characters/ mentions about
humorous life experience characters in engaging endearing touching/heart- models in the the ad (i.e. cool,
the ad warming ad better, etc.)
Total Male Female 18-34 35+
Why is this your favourite ad on TV at the moment?
Sample = 6000
CONFIDENTIAL © TRA 2020
9
Humour
It can be risky, but it’s also a highly effective
way of drawing in an audience so that they
pay attention to the rest of your message,
and, it gets people talking, further extending
the reach and repetition of the campaign.
While humour is universally appealing, it showed
up particularly strongly for men, those over 45
and wealthier households.
Aucklanders are slightly less likely than the rest
of the country to mention humour as a reason why
they picked their favourite. Wellingtonians are the
most likely to say humour is the reason they like
their favourite ad.
CONFIDENTIAL © TRA 2020
10
Storytelling
Stories are participatory, we love to listen
to them, and retell them with our own
embellishments, imagining and adding to
the story “they must have been mates for
a long time”
A good story is one thing, but great talent is noticed
by NZ audiences too. Many described the quality of
the acting as a reason why an ad was their favourite
CONFIDENTIAL © TRA 2020 11
Relatable real-life
experiences
When the audience thinks “Oh, that’s
so true!” you’ve got them nodding in
agreement with your message
Those aged 25-29 and those on lower incomes,
looking to get ahead in life were particularly likely to
mention relatable real-life experiences as the reason
an ad was their favourite.
CONFIDENTIAL © TRA 2020 12
Entertainment
...is what people watch TV for in the first
place, and an entertaining ad will even be
sought out to watch again and again.
43 % of 18-24 year olds say that TV ads
are more entertaining to watch nowadays
CONFIDENTIAL © TRA 2020 13
Emotion
Emotionally charged human stories prime
people to respond favourably to your
rational sales pitch … “made me feel very
positive and encouraged to keep playing”
18-24 year olds were the most likely to say that
provoking touching, heart-warming emotions
was a reason why an ad was their favourite
CONFIDENTIAL © TRA 2020 14
Music
A catchy ear-worm tune can be powerful
for driving likability and memorability
of your ad
Females were more likely to say that the music
was a reason why an ad was their favourite
CONFIDENTIAL © TRA 2020 15
Branding and Presence
CONFIDENTIAL © TRA 2020 16
A favourite ad that unmistakably belongs to your brand
Don’t let the sales pitch get in the way of the story. But don’t just rely on the logo at the end either
This is so important, we wanted No ads scored 100% in this test, but Lotto had two favourite ads over the last
a tougher test than prompting Specsavers came close. Of the 90 12 months, and both had very strong brand
people who named a Specsavers ad as attribution. Their secret? Make the distinctive
people with a brand-recall their favourite, all but one of them used yellow ticket the star of the show, and give it a
question. ‘Specsavers’ in their description. big close-up at the most emotionally engaging
part of the story (not just the tagline at the
Instead, we looked at whether or end).
not people used the brand name
in their description when asked
What’s you’re favourite ad on TV
An ad all about the Big Mac makes
right now? it hard to describe without saying Vogels also did well by finding an entertaining
This tells us which ads are so McDonalds – The Big Mac didn’t become way to make a loaf of bread the star of their
such a strong brand icon without careful show. The ‘best supporting actor’ shouts
unmistakably branded that management by the marketers behind it. “My Vogels!” three times in the first fifteen
people can’t describe them seconds.
without using the brand name.
CONFIDENTIAL © TRA 2020 17
A favourite ad that unmistakably belongs to your brand
Don’t let the sales pitch get in the way of the story.
But don’t just rely on the logo at the end either
UNPROMPTED MENTION OF CORRECT BRAND
98.9% 97.7% 97.4% 96.7% 96.6% 96.4% 94.4%
91.2%
88.3% 87.6%
Big Mac with Lady has lotto Nothing Stickmen Holiday Security Broadband Possum series Road
Bacon ticket in her Compares to bookings guards win commander
cast Vogel’s gets WOF
Why is this your favourite ad on TV at the moment?
Sample = 6000
CONFIDENTIAL © TRA 2020 18
A favourite ad needs presence to achieve fame
Around 200 TARPs is the initial burst
used to establish a favourite ad
TOTAL TARPS ACROSS 12 MONTHS
Sky launched their ad in late December
using over 600 TARPs through to March.
1041
Lotto launched their ad in June with
155 TARPs, then maintained it at lower 843
weights through the rest of the year.
ASB only launched in March with 143 655 648
TARPs.
Cadbury launched in June at 230
TARPs and realising they had a 460
favourite, continued to give it lots of
presence throughout the year. 311
Pak n’ Save takes a similar strategy 226
188
maintaining their favourite brand 143 44
character with bursts of around 200
TARPs through the year.
BNZ also maintain their favourite ads
at around 150-200 TARPs per month. Life Needs Lost Ticket Big Ben Mums Stickman The Dance Keeping What Ella Kiss Oil The Kids’
More Sport Birthday Hoho Hush Wants Goodbye Room
Hush
Nielsen Television Audience Measurement - TARPs - All People 18-60
CONFIDENTIAL © TRA 2020 19
Talkability and ROI
CONFIDENTIAL © TRA 2020 20
Ads that got people talking
Zavy index
Beyond cut-through and recall, ZAVY SHARES/LIKES RATIO
TRA have also used Zavy social
media analysis to see whether
these favourite ads are getting 44%
people talking. 42%
To gauge how likely a piece
of social content will drive 34%
conversation, Zavy looks at the 31%
shares/likes ratio.
25%
A shares/likes ratio over 10% is 23%
21%
regarded as above average.
17%
Not all of the favourite television
ads were posted on New
Zealand social media (e.g.
10%
Cadbury and Sky Sport are not
measured here).
Kids Bedroom Huxley Kiss Oil Nothing The Dance Someone for Christmas Balance Lost Ticket
Goodbye Compares Everything screen time
with play time
Source: The Long & The Short of It, Peter Field & Les Binet
CONFIDENTIAL © TRA 2020 21
Conversation & Sharing drives ROI for Brands
Utilising a dataset that combined daily social
media data and daily sales information for
2,564 New Zealand businesses over a period
of 3 years, we can see the relationship MEASURING THE RELATIONSHIP BETWEEN
between campaign fame and ROI ENGAGING CONVERSATION AND SALES UPLIFT
120%
What matters most is how much people engage
with your campaign – likes, comments, and 100%
particularly how much they are willing to share your
campaign on to their networked acquaintances. 80%
The higher the total engagement, the more
Sales uplift
60%
significant the impact on sales.
40%
The deeper the engagement (e.g. shares) the
stronger the relationship to business growth. 20%
As you can see from the chart on the right, there
0%
are a handful of outliers, but the trendline shows 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000
the more a campaign enters conversation, the -20%
more likely the brand will see a sales uplift. Shares/likes/comments Engagement Index
Source: Zavy, Understanding The Role Of Social Media In Driving Sales
CONFIDENTIAL © TRA 2020 22
Using other
touchpoints
alongside TV to
trigger talkability
Having engaged imaginations on TV,
triggering memories of your TVC in
other touchpoints extends the reach
and impact of a TV-led idea
CONFIDENTIAL © TRA 2020 23
In Summary
CONFIDENTIAL © TRA 2020 24
Combining these success
factors gives you the
best chance of ROI
IMPLICATION
– A relatable story that engages emotion and
entertains people
– A dash of humour
– A catchy soundtrack
– Unmistakable branding woven into the story
– Sufficient presence – (share of voice)
– Getting people talking
CONFIDENTIAL © TRA 2020 25
Three ingredients to insist on when briefing for a favourite TVC
Be Remarkable
Why will it get people talking?
Be Rewarding
What does it give your audience?
What does it bring to your brand?
Be Remembered
What elements make it
unmistakably linked to your brand?
CONFIDENTIAL © TRA 2020For more information... contact: carl.sarney@tra.co.nz amanda@thinktv.co.nz tra.co.nz thinktv.co.nz
You can also read
