NEWS SPECIAL REPORT Consumers rate the hit
Travel companies invested millions of pounds in turn-of-year TV advertising this year, but which ads resonated best with viewers? To find out, Travel Weekly commissioned SoundOut to gauge the views of its panel of consumers. Lee Hayhurst reports
76% 74%
GREAT RAIL JOURNEYS The Great Rail Way This evocative ad, with a Joanna Lumley voiceover, scored particularly highly among the 35- 44 age bracket among both men and women. Reviewers picked out the “relaxing” and “inspiring” imagery and “spectacular scenery” in an advert they felt was clearly aimed at an older age group. The only element of the ad not to score highly was the plot or concept. Ratings overall across all reviewers showed a high level of consensus.
How the survey was done
SoundOut, a sentiment analysis company, gauged the opinions of a representative sample of 600 people drawn from its panel of 2.5 million opted-in consumers in the UK and US. The survey of 11 turn-of-year travel adverts was conducted between February 1-26 as they were shown on TV and online. All reviewers were aged between 16 and 44, with results broken down into three age brackets. Reviewers were told which adverts to review and were paid for their participation. The overall percentage figure is an aggregation of ratings given for a range of factors. SoundOut says it adopts advanced statistical and manual checks to combat fraud and ensure the quality of its results.
69%
P&O CRUISES Memories This Rob Brydon-fronted ad was a real hit with the two older age groups but resonated less well with men and women aged 16-24. Among the ads’ fans, Brydon proved a popular choice and they liked the experiences, the glamour and the aspirational nature of the holidays being promoted. This ad had the highest consensus of the 11 we analysed and was rated as falling down only in terms of the plot and the dialogue.
67%
TELETEXT HOLIDAYS We’ve Got all the Ingredients This ad split opinion. Some liked the miniaturisation concept and its “short, sharp, slick” production’; others felt it was “boring” and “mediocre”. It scored consistently among men, ranking seventh across all age groups, but was slightly more popular among the two younger female age groups. It was the least well-rated for dialogue and characters, but setting and plot secured it seventh spot overall.
16
travelweekly.co.uk 29 March 2018
THOMAS COOK Rocking It Another ad fronted by a child character, Thomas Cook’s offering garnered little consensus among men, ranking third by those aged 25-34 but a lowly ninth by those aged 35-44. Ranked a little more consistently among women, it made the top five only in the youngest age group. The ad scored highest for setting and reviewers liked the “adorable” star but struggled with what the message was and what the ad was promoting.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72
