Mange irriterte seg til oppmerksomhet i januar

A striking trend emerged in this round of Reklamebørsen: 6 out of 10 commercials received more negative than positive liking. On average, nearly 24% of viewers disliked the commercials compared to others, while only 19.5% liked them more. In fact, the average share of negative liking has never been higher in the 19 years and 206 rounds of Reklamebørsen.

However, irritation is often better than failing to engage at all. A high level of negative liking likely played a significant role in driving unusually strong attention scores for the commercials in January.

While these results may seem surprising, they highlight the complex relationship between engagement and emotional response in advertising.

Results from Reklamebørsen – January 2025

The following commercials were tested in Reklamebørsen for January:

Overall Winner of the Round – Positive Brand Awareness

Extra – Fish, Store

Extra uses reverse psychology to encourage more children to eat fish in their new advertising campaign. The campaign consists of two films set at the dinner table and in the store, featuring the well-known "savings neighbor" character as the manipulative adult. Additionally, the campaign includes simpler films outside the "savings neighbor" universe, which have been shared on social media.

In January’s Reklamebørsen, the store film was tested. While it didn’t achieve a sky-high liking score, it still managed to win across liking, attention, effectiveness, and branding – securing an overall victory in the first Reklamebørs of the year.

Extra simply dominated all parameters in January, so for the individual categories, we’ll focus on the closest challengers.

Challenger of the Round – Advertising Attention

Talkmore – The Nøkken and Vipps – Don’t Forget to Forget Your Wallet

Extra was the clear winner this month, but both Talkmore and Vipps delivered high attention scores, partly driven by some of the highest TV ad pressure of the round.

Particularly Talkmore, but also Vipps, managed to engage both positively and negatively, making their films some of the most remembered in January.

Winner of the Round – Effectiveness

Nidar – Klæbo, Delicious

Orkla and Nidar chose to pull this ad from TV after just a few days due to a "media storm." The ad also provoked some viewers in Reklamebørsen, with 32% liking it less than other commercials. However, Nidar also engaged far more positively than other ads with high negative liking. The combination of the media storm, low TV exposure, viral spread, and an engaging ad resulted in highly effective attention.

Winner of the Round – Branding

Grilstad – Is This Where Grilstad Is? (Camping)

“If we say the brand name enough times, it will stick,” seems to have been the thinking here – and it works. Only Extra had stronger branding results, and the outcome is particularly impressive considering the ad isn’t part of an established creative universe.

The approach of replacing “party” with “Grilstad” in the viral hit from 2014 didn’t resonate with everyone, and only three ads have been more disliked in Reklamebørsen in the past two years.

Winner of the Round – Liking

Talkmore – The Nøkken

Talkmore’s medieval universe has delivered both hits and misses in recent years. With “The Nøkken,” Talkmore secures second place in liking during a round where ads generally scored lower than usual.