s and misses of TV ads 73% 72% 72% 69%
JET2HOLIDAYS Hold My Hand This ad, backed by a Jess Glynne song, left reviewers inspired to book a holiday and was the most highly rated by the younger age groups, particularly men aged 25-34 and women aged 16-24. Some felt the ad was a bit generic and clichéd, but consensus among the sample group was high. The ad scored particularly highly for plot/ concept and setting, but the lack of any dialogue dragged down its generally impressive scores.
65%
HAVEN A Breath of Fresh Air Maybe it was the two sunglass- wearing, tricycle-riding children that made this ad particularly popular with women and helped it claim second spot in all three female age groups. The child-led nature of the ad didn’t appeal to all but fans said it was “playful and innovative” and liked the upbeat backing track. Another ad that appealed most to the 35-44 age group, the characters and production stood out while dialogue and concept let it down.
61%
SHEARINGS This is Shearings Shearings achieved a consistent fifth among men in all age groups and in the oldest female age group, but proved to be less popular with younger women. Overall, the age group that scored it lowest was 25-34. Its fans liked the beautiful scenery and attention-grabbing soundtrack, while its more youthful detractors didn’t feel the ad spoke to them or stood out. The setting, characters and plot/concept were highly rated.
53%
TUI A Tui Production This advert also scored more highly with men than women. Women aged 25-34, a core audience for Tui, placed it as low as ninth out of the 11 surveyed. A reviewer in the oldest female age bracket described it as “one of the most irritating adverts on TV”. However, other respondents liked its warm and exciting style. Overall, consensus was around average, with characters and plot/concept coming out as the ad’s most highly rated attributes.
The top 11: advert rankings at a glance
ROL CRUISE Experience the Difference This informational ad fronted by TV presenter Jennie Bond focused on the retailer’s loyalty club. It left some reviewers cold, thinking they were being sold life insurance rather than a cruise. Fans liked its no-gimmicks approach, but across all three age groups and both genders it was ranked better than eighth only by women aged 35-44. It’s likely this ad would have been rated higher among older age groups than in this study.
ON THE BEACH Let’s Get You to the Beach On The Beach’s sandcastle-man character and a low rating for production values left this ad by the UK’s leading short-haul OTA languishing second from bottom. This ad achieved the lowest score of all 11 for production, with reviewers describing it as “juvenile”, “creepy” and “very strange”. The attempt at humour failed to resonate widely, but did help the ad achieve its best rating among men aged 25-34, who ranked it ninth.
FIRST CHOICE Go Mahoosive with the All Inclusive First Choice might be the “grand masters of all-inclusive” and a “black belt in no bar bills” but its rap-themed ad left it bottom and the only one to score below 60%. Only On the Beach saved it from a clean sweep of bottom spots among all age and gender groups, although some reviewers, particularly women, loved it. However, its detractors called it “cringey”, with one slamming it as “more Honey G than Kanye West”.
1. Great Rail Journeys 2. P&O Cruises 3. Jet2holidays 4. Haven 5. Shearings 6. Tui 7. Teletext Holidays 8. Thomas Cook 9. ROL Cruise 10. On the Beach 11. First Choice
29 March 2018
travelweekly.co.uk 17
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