A new analysis of 500 adverts carried out by effectiveness platform System1 and ITV reveals an overall increase in performance, with more new adverts achieving at least “modest” ratings.
In 2020 research by System1 and Tom Roach found that adverts for new-to-TV businesses rated “low” on key metrics with a score of 1.7 out of 5.
By comparison, the new “Break Through” report reveals that in 2024 businesses that were new to TV achieved a “modest” 2.3 star rating, rising to 2.4 in the second year and surpassing the UK average with an average rating of 2.6 in year three.
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The report highlighted best-in-class examples including Shaken Udder’s ‘Do What Makes You Happy’ advert which achieved a 4.2 star rating, Child’s Farm skincare advert which achieved a 5.7 star rating, and Butternut Box which achieved a 3.9 star rating.
Moreover whilst TV adverts for newer brands can trail brands that have a more established TV presence in short-term sales and brand recognition patience over time can help build this.
Key tips include paying attention to media planning and knowing how to take care of your media budget and having a clear idea of benchmarks to measure against.
“TV can attract over 90% of the adult population of the UK every week and engages audiences emotionally in a way that no other channel can rival,” said System1 chief customer officer Jon Evans.
He added: “This new research demonstrates how even brands who haven’t advertised before can, if they get their creative right, be launched into popular culture and see their profitability over the long-term grow.”
