Find out what the UK public’s most-liked TV ads were in August

System1 tests ads on measures that predict long-term brand growth (star rating) and short-term sales growth (spike rating) – each between one and five stars. These measures are validated using the independent Institute of Practitioners in Advertising (IPA) database and against real sales data at a category level.

5. Tonies ‘Happy kids. Happy parents. Happy listening’

Star rating: 4

Evans says: “Musical storybox brand Tonies is a relatively new advertiser – with a first campaign dating from 2021 – but it has got the basics right very quickly, with a 4-star ad that’s fast-paced but doesn’t lose any focus on the relationship between parent and child.

“The selling points of Tonies – they are interactive storytelling boxes that will keep your kid company without any screens involved – are covered off smartly and quickly and the whole ad feels light, happy and fun, with a familiar soundtrack to boost happiness further.

“The whole thing is a great lesson in how to market yourself as a new-to-TV brand.”

Report here.

4. STV Children’s Appeal ‘Big Scottish Breakfast’

Star rating: 4.2

“We go north of the border for the next 4-star ad, this one from Scottish channel STV promoting its annual charity event the ‘Big Scottish Breakfast,’” Evan continues.

“It’s a cheerful, awareness-raising ad designed mainly to remind people the event is coming up, and show off a range of ideas that demonstrate how anyone and everyone can join in.

“By emphasizing the fun, participatory parts of the event STV dodges the issue most charity ads suffer from – of needing to talk too much about the problem and not enough about the solution, which lowers positive response.”

Report here.

3. Turkish Airlines ‘Go Turkiye. Go to Nature’

Star rating: 4.5

Evan says: “The first of three travel ads this month is from Turkish Airlines, which has a long track record of spectacular ads. This time they’ve gone for something a little more clever, with the expected footage of beautiful and wild natural scenes juxtaposed with on-screen text describing amenities at a five-star resort.

“The idea is that when you go to Turkey, you hardly need to spend money on expensive hotels and resorts as nature itself gives you the five-star treatment. It’s a fun ad and a smart positioning against super-luxury resorts in nearby states such as Dubai and Qatar, where nature isn’t quite so user-friendly.”

Report here.

2. Orkney Islands Council ‘Discover Orkney for your 2022 Getaway’

Star rating: 4.6

“The Orkney Tourist Board also puts location front and center with lots of very Orkney-specific content such as scallops, cheese and seabirds, as well as the beautiful island scenery,” adds Evans.

“This travel ad aims for a feeling of adventure, rather than relaxation, though it is adventure within a very welcoming and chilled-out environment. It’s another 4-star ad – this time with a strong short-term spike rating too.

“The happiest moment? The sight of a puffin, of course.”

Report here.

1. Visit Malta ‘More to Explore’

Star rating: 4.9

Evans concludes: “Finally, we have a 4.8-star ad from Visit Malta, a gorgeous-looking commercial with stunning landscapes and beaches. It creates the most happiness of any ad this month, but falls down on fluency (recognition) and short-term spike rating. This suggests there’s a risk it’s advertising the category – holidays in general – more than the actual Malta ‘brand.’

“So why was August such a big month for travel ads in the UK? With most of the big FMCG advertisers holding off on new campaigns before the back-to-school, Halloween and Christmas seasons, our top three best performers are all commercials looking to tempt Brits to a late summer or winter getaway. The sweltering UK heatwave may well have helped boost the emotional impact of ads, which are heavy on sea swimming and cooling off.”

Report here.