We survey a nationally representative sample of Australians (N=1000) and New Zealanders (N=1000) and ask an unprompted question: “What is your favourite ad on TV at the moment?”

The ads mentioned most frequently form our Top Five, reflecting genuine cultural impact rather than recognition from a pre-defined list of ads.

In this research, “unprompted” means respondents are not shown a list to choose from – they recall ads, and frequently name ad plaftorms, from memory. This provides a more accurate measure of which campaigns are truly memorable and top-of-mind.

The Summer 2026 Favourite Ads study was conducted in February and March 2026. The Research Agency thanks panel partner, Dynata, for their support of this research.