The results are in: Which Aussie ad campaign won Christmas 2019?
Each year, Cubery runs a study looking into the effectiveness of locally-produced Christmas ads. Cubery managing director, Phil Toppi, reveals the results of the 14 ads judged by Australian consumers.
2019 marks the fourth year in a row we have run our review of Australian Christmas advertising, looking at not only the most creative advertising, but also the most effective.
While festive advertising in Australia doesn’t reach the same epic proportions as the UK and US, local brands are clearly taking note of overseas trends.
With lots of emotion and powerful storytelling again featuring in 2019’s top performers, it is worth noting that big production values don’t necessarily translate into effectiveness.
To put this into perspective, in addition to testing 14 locally-produced ads this year, we also tested many of the major UK campaigns in parallel.
Any reason why daily ratings provided to you by networks or OzTAM have been absent this week? Yes out of ratings and summer BUT could it be that the networks free 2 air don’t want advertisers or readers of this publication to see how much viewing drops in normal programming excluding sport and news with most people interested in these tragic bushfires. Repeats of repeats litter the schedules and audience levels drop x % so assume as rates do come down to reflect drops.
Hi there,
Fortunately/ unfortunately there is no conspiracy at work here.
I’m just incredibly overworked and slightly under-resourced at this time of year, and unlike some previous years, the big news has not slowed down as we hurtle towards the end of the year.
When I have less people, and just as many (if not more) stories, plus all the end-of-year commitments and events, I have to prioritise the bigger and more interesting stuff. Every time someone has gone to write the daily TV ratings, something bigger has happened (ACCC raising concerns about the Bauer/ Pac Mags deal, Prime shareholders rejecting the Seven merger, DAN making 11% of staff redundant etc), so I’ve reluctantly had to make the call to let it go.
Adding to this, the networks are also sending us far less information at this time of year than they normally do. So when I’m faced with the choice of giving you a sub-par ratings story, about the top-rating show being Seven News with 822,000 metro viewers, and the top entertainment offering being Hard Quiz’s Celebrity Special on 613,000 (yesterday’s ratings), or Seven News being the top-rated program with 869,000 metro viewers and the top non-news program being the second session of the Big Bash between Sydney and Brisbane with 572,000 (Wednesday’s ratings) – it unfortunately becomes an easy, but reluctant, decision for me.
Over the break (if I get the numbers), and in early January, we will try to give you a more informed view of the ratings.
Thanks for the question,
Vivienne – Mumbrella
Thank you for taking the time to respond and totally respect your predicament of time management. We both know as you allude to the networks are not as forthcoming with numbers simply because fta numbers commercial have always been miles down and best not to highlight to advertisers.
“The warm sentiment and uplifting message created a high level of talkability and shareability.” youtube views for Aus Post as of today (Dec 20) 9,685
“It also translated into favourable attitudes towards Aus Post predisposing people in the long term. youtube comments turned off.
youtube aldi views 328k, Myer views 614k, officeworks views 314k
who is ‘we’?
So Aldi gets 12 just for being quirky? Otherwise there was nothing good said about it
The Donna Summer soundtrack on Target’s ad ended up being replaced with their generic brand tune after a week or so. What happened there?