Which TV Ads the public chose as their favourite in 2016?
Which TV Ads did the public choose as their most favourite of 2016?
Answered by Adwatch, who has charted the year’s 20 best-recalled TV brands, the ten most memorable individual ads and the ten best-liked commercials.
- The favourite advert of 2016 is McVitie’s “Kittens”.
- The highest recalled advert of 2016 is “Epic squads” for Moneysupermarket.com.
https://youtu.be/mHbvyZDFPwg
- The best overall recalled advertising for an entire year is for DFS.
DFS’s high recollection is attributed in part to it’s Team GB sponsorship, and it’s focus on the DFS history, quality, British craftsmanship, 15-year guarantees and handmade-to-order sofas.
So it appears that animals, brand mascots and celebrities work best for recollection and popularity.
Best Recalled Brands
| Rank | Last year | Brand | Points* | Mentions* | TV adspend £m** | Total adspend £m** | |
| 1 | 3 | DFS | 151 | 27 | 42.56 | 66.33 | |
| 2 | 2 | Aldi | 112 | 20 | 41.97 | 68.88 | |
| 3 | 1 | Sky TV | 104 | 16 | 90.40 | 188.67 | |
| 4 | 6 | Argos | 84 | 17 | 32.05 | 38.96 | |
| 5 | 11 | Oak Furniture Land | 81 | 10 | 22.34 | 22.70 | |
| 6 | 13= | Tesco | 76 | 8 | 32.47 | 61.05 | |
| 7 | 4 | McDonald’s | 70 | 13 | 47.52 | 77.36 | |
| 8 | 5 | Comparethemarket.com | 66 | 7 | 26.23 | 30.79 | |
| 9 | 18 | Lidl | 61 | 12 | 41.03 | 72.17 | |
| 10 | – | Amazon | 57 | 8 | 42.72 | 64.07 | |
| 11 | – | Philadelphia | 47 | 6 | 5.81 | 6.89 | |
| 12 | 20= | Walkers | 46 | 5 | 20.56 | 20.85 | |
| 13 | – | Gocompare.com | 45 | 5 | 17.81 | 21.05 | |
| 14= | 13= | BT | 37 | 8 | 57.71 | 132.02 | |
| 14= | 10 | Morrisons | 37 | 10 | 26.00 | 51.68 | |
| 16 | – | Cadbury | 34 | 4 | 15.42 | 24.12 | |
| 17= | 8= | Asda | 32 | 7 | 33.58 | 67.18 | |
| 17= | – | B&Q | 32 | 4 | 15.04 | 24.30 | |
| 17= | – | Müller | 32 | 4 | 21.76 | 24.76 | |
| 20= | 8= | Iceland | 30 | 6 | 17.37 | 26.01 | |
| 20= | – | KFC | 30 | 4 | 18.68 | 34.42 |
Best Liked Ads
| Brand | Likeability % | Launch date | ||
| 1 | McVitie’s Chocolate Digestives – A group of students are entranced by kittens who appear from the packet of Chocolate Digestives (‘Kittens’ – 30-second ad) | 46 | February 2016 | |
| 2 | Specsavers – Basil Fawlty recreates his famous attack on his ‘fawlty’ car – mistaking a police car for his own (‘Car’ – 60) | 43 | January 2016 | |
| 3 | Samsung – Jack Whitehall interviews – Jack Whitehall interviews – and insults – Olympian rowers Helen Glover and Sir Steve Redgrave (‘School of Rio’ – 90) | 41 | August 2016 | |
| 4 | Cadbury Dairy Milk – Footage of a bear scratching his back on a tree conveys the joy of eating Cadbury chocolate (‘Tastes like this feels’ – 30) | 38 | April 2016 | |
| 5 | BT Infinity – Ryan Reynolds rushes around, commenting on the speed of BT broadband (‘Faster’ – 30) | 37 | April 2016 | |
| 6= | Moneysupermarket.com – City twerker Colin and Builder Dave compete in an epic dance-off (‘#Epicdanceoff’ – 30) | 36 | April 2016 | |
| 6= | Thomson – City twerker Colin and Builder Dave compete in an epic dance-off (‘#Epicdanceoff’ – 30) | 36 | January 2016 | |
| 8 | Center Parcs – A family of bears leave urban life and travel to Center Parcs for a holiday in an idyllic setting (‘Bears’ – 60) | 35 | December 2015 | |
| 9= | Halifax – Top Cat and his sidekick Benny ask Halifax for a loan to buy a new home (‘Top Cat’ – 60) | 34 | April 2016 | |
| 9= | National Trust – Various people act as volunteers to preserve the world’s natural beauty (‘Behind the scenes’ – 30) | 34 | September 2016 |
Best memorable Individual ads
| Brand | Score (% recall) | Launch date | ||
| 1 | Moneysupermarket.com – Squads of strutters and builders launch an epic dance-off (‘Epic squads’ – 60-second ad) | 64 | September 2016 | |
| 2= | Comparethemarket.com – Aleksandr interrupts Nicole Kidman’s date with Sergei and forces him to choose between them (‘Nicole Kidman’ – 40) | 63 | December 2015 | |
| 2= | Halifax – Top Cat and Benny get a loan to purchase a new property (‘Top Cat’ – 60) | 63 | April 2016 | |
| 4= | Amazon Fire – Jeremy Clarkson donates the features of the Amazon Fire TV Stick to continental Europe via drones (‘The delivery’ – 30) | 61 | September 2016 | |
| 4= | Tesco – Ruth Jones and Ben Miller try to keep their seasonal party secret from their wannabe DJ son (‘Party’ – 40) | 61 | November 2015 | |
| 6 | Aldi – John Lewis Christmas spoof uses an old man on the moon to compare prices of telescopes (‘Telescope’ – 20) | 57 | November 2015 | |
| 7 | Zoopla – A couple viewing a property act in an overly dramatic way to promote Zoopla (‘House whisperer’ – 10) | 56 | January 2016 | |
| 8= | Confused.com – Confused.com offers customers the free gift of a robot toy, available in various characters (‘The Herberts’ – 10) | 55 | January 2016 | |
| 8= | Gocompare.com – A taxi driver outlines the ideal mortgage-comparison website, as passenger Gio sings his usual aria (‘Cabbie’ – 60) | 55 | February 2016 | |
| 8= | Walkers – Gary Lineker wins a holiday through a promotional pack of Walkers Crinkles (‘#SpellandGo’ – 30) | 55 | April 2016 |
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