Logies introduces award for most popular TV commercial
The TV Week Logie Awards has introduced a new category to recognise excellence in advertising, the ‘most popular TV commercial’ award.
The new award aims to celebrate the most creative, entertaining and the best TV commercials produced for Australian audiences and consumers.
The Logies has introduced a new award to celebrate advertising
The Logies’ new category will be voted for by the general public rather than the advertising industry itself.
The winning commercial will then appear in the credits at the end of the national broadcast while the creative team behind the ad will be invited to attend the Logies Awards at The Star Gold Coast.
Last year the Logies delivered its lowest audience to date with 851,000 metro viewers tuning in.
Paul Weaving, CMO and publisher at Bauer Media, said: “Australia’s creative industry produces some of the most memorable and entertaining television advertising in the world.
“We’re delighted that Australian TV viewers can now have their say on the commercials that resonate with them in this new TV Week Logie Award.
“Agencies have been calling for this award for some time and we’re delighted that in 2019 the Most Popular Television Commercial has been added to the awards.”
The award is open to TV ads which appeared on air between January 1 and December 31 2018.
Media, creative, advertising and content agencies are all eligible to enter their TV commercials by entering at www.baueradvertising.com.au/logies-award/#enter-now.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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This is actually a genius move.
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Interesting move….
So if I understand correctly, this will prompt agencies to design ‘popular’ ads that appeal to the masses, run on TV only, and don’t necessarily need to meet a client’s commercial objectives… and act as a way to try and ‘prop up’ an increasingly irrelevant, self-indulgent FTA TV mob ignorant of the changing media environment
Sounds a great use of my money as a client….. I hope to not win one…..
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The TV Week Logie Awards actually had a Best Commercial category in the 1970s. It was renamed Most Popular Commercial for 1977 and 1978 before it was dropped in 1979.
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An utterly cynical attempt to get agencies to refocus spends on TVC. Unfortunately, given our industry’s love of meaningless awards – one that will probably work.
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What a terrible idea for the Logie Awards. If they want to revive an award it should be: “Most Outstanding Comedy Program”.
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Is this actually a Logie statue awarded on the night? Sounds like it’s just a publicly voted competition to win your ad on air and a holiday for the creative team?
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