Data from Unruly, the programmatic video marketplace, has found that directly addressing the Covid-19 pandemic appropriately in TV commercials has had a positive impact on brand favourability in the US
Budweiser’s One Team ad stood out from many other brands receiving a 57.10 per cent favourability score. Other brands that are earning high favourability from consumers as a result of their ads during this time are Ford, Google, Guinness, Hyundai and Oreo.
Unruly’s study takes an in-depth look at the impact of Covid-19 ads leveraging UnrulyEQ to measure the dominant emotional reactions and to track brand recall, favourability and purchase intent.
The study found: