Television ads can deliver long-term growth by focusing on brand purpose, cultural resonance, and family life – assisted, in many cases, by well-known taglines, mascots and pieces of packaging.
Such lessons emerged from the latest “FeelMore 50”, an annual list of the most-effective TV spots compiled by System1, an international research firm headquartered in London.
As part of its ad-testing database, the company has evaluated more than 20,000 ads worldwide to predict their long-term impact and a “spike score” that reflects short-term effectiveness.
The annual “FeelMore 50” identifies the spots that are anticipated to yield growth over an...