TRA and ThinkTV to Analyse NZ's Favourite TV Ads

Insights and research agency TRA and industry body ThinkTV are partnering to provide insights for New Zealand-based marketers, about the country's favourite TV ads.

The collaboration will see TRA and ThinkTV identify New Zealand's most loved television commercials and provide insights for all stakeholders - marketers and agencies - to better understand what makes an ad loved by audiences and effective for brands. Results of the latest iteration of the 'Favourite Ads Survey' conducted in April 2022, under the new partnership, have just been finalised.

A representative sample of more than 1,000 viewers from 18 to 60 years old was asked a simple unprompted question - 'What's your favourite ad on TV at the moment?' Participants were also asked why they liked the ad and how it made them feel. The survey will be completed quarterly providing an annual project sample size of more than 4000 kiwis, and results of the next survey will be released in September.

Carl Sarney (pictured), TRA's Head of Strategy, said: 'By looking at the themes across the favourite ads, and speaking to the marketers behind those ads, we can share key learnings about how to craft remarkable, rewarding brand stories that get remembered and ultimately translate to sales results. We're sharing these insights to inspire marketers to use creative storytelling in the most effective way possible; plus who doesn't love the healthy competition that a ranking brings'.

Web sites: www.theresearchagency.com and www.thinktv.co.nz .