System 1 and ITV have ranked their top adverts of the year, with retail ads and spots featuring characters, nostalgia and authentic voices topping the charts.
In total, the platform said there were 87 5 star adverts, down from 92 in 2022.
Retail food and beverages scored highest, comprising 60% of the 5-star ranked adverts, with Aldi’s Kevin the Carrot Christmas ad topping the charts.
The rankings are created with System 1’s Test Your Ad platform which measures viewers’ second-by second emotional responses to advertising and features a database of nearly 30,000 ads aired in the UK.
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Six out of the top ten adverts were Christmas adverts, including ads from Amazon, Lindt, The Works and TUI, as well as Aldi’s Kevin the Carrot number and Coca-Cola’s holidays are coming.
System 1 chief customer officer Jon Evans said: “2023 was another bumper year for effectiveness and creativity, with many brands producing their best work during the festive season.”
He added: “We’ve seen ads that both drive short term sales and deliver long-term brand building, effectively tapping into both seasonal moments and the everyday.”
ITV director of client strategy and planning Kate Waters added: “From Aldi to Amazon, this year’s Nation’s Favourites provide a wonderful showcase for the creativity and craft that are so critical to the effectiveness and therefore the impact of the industry”.
