This year’s NFL Playoffs have rewarded TV audiences with some thrilling games, and brands have benefitted as a result. Still, some brands produced more likeable creatives than others, which further optimized their TV ad impact at this point in the Playoffs. Using the Likeability Score from our survey-based Creative Assessment, we were able to pinpoint the ads that are trending among the most likeable. The score measures the extent to which survey respondents like an ad.
Highlighted below are the five most Likeable ads of the NFL Playoffs so far*, with additional creative insights explaining how these spots are resonating so well with audiences.
Papa John’s: Fold It Or Not – $13
This new creative from Papa John’s is 22.8% more Likeable than the all-industry norm from Jan. 15-23, as the brand touts its New York-style pizza deal for $13. Creative Assessment survey respondents found the spot to be “surreal” and the portrayal of the New York-style pizza to be “authentic.” Meanwhile, the product itself was the Single Best Thing about the spot according to 36% of those surveyed. After watching the ad in its entirety, 84% of viewers were able to accurately identify Papa John’s as the advertiser – which was significantly higher than the all-industry average of 75% during the timeframe.
Royal Caribbean: Rise to the Vacation – The Year of Yes
Royal Caribbean Cruise Lines has been encouraging audiences to “rise to the vacation” in its latest ad campaign. This spot, focused around the “Year of Yes,” scored 20.1% higher on Likeability than the norm for the timeframe, and 19.1% higher on Attention. Viewers found the ad extremely “exciting.” The action-packed visual scenes were designated the Single Best Thing about the creative, according to 38% of those surveyed.
KFC: Served One Way
In this creative, KFC leans into the consistency of its fried chicken sandwich, appropriately “served one way.” The spot scored 19.9% higher on Likeability than the all-industry norm from Jan. 15-23 and 18% higher on Attention, according to Creative Assessment data. In verbatim comments, survey respondents expressed how hungry they felt after watching the ad, which resulted in “yummy” being the strongest reaction among viewers. One respondent claimed they’d “start ordering more at KFC” as a result. A majority of viewers had a similar response to the ad, as 67% reported an increase in purchase intent. The product itself (the sandwich) was the Single Best Thing about the creative, according to 35% of those surveyed.
Wendy’s: Free Drink With Breakfast Sandwich
In this spot, Wendy’s promotes its new deal where customers get a free drink with any of its breakfast sandwiches. The ad scored 17.6% higher on Likeability than the norm. Meanwhile, combining both the products and offer were successful in driving Desire, with a score that was 28.5% greater than the norm. Creative Assessment survey data showed the creative had Brand Recognition of 92% for Wendy’s (higher than the 75% all-industry average).
Applebee’s: The Regulars (713)
The new spot from Applebee’s was not only well-liked by audiences – 17.5% more Likeable than the norm in the playoff timeframe – but it was also seen as relatable with a Relevance Score that was 21% above norm. “The Regulars” was highly recognizable from a brand perspective as well, with 95% of viewers accurately identifying Applebee’s as the advertiser. The “Cheers” song —named the Single Best Thing about the ad by 28% of survey respondents— was quite successful at sparking “nostalgia” in viewers, as well as delivering the “wholesome” messaging of the neighborhood bar and grill.
*Most likeable are the top ads by Likeability Score, among those with at least 90 million TV ad impressions during live NFL Playoffs game airings from Jan. 15-23.
Interested in learning more about the Likeability of your own TV and video ad campaigns? Reach out today for a demo.