The Favourite Ads study starts with a simple question: “What is your favourite ad on TV at the moment?”

Unprompted responses from a nationally representative sample reveal more than just what people like. They show which ads are cutting through – and why.

This year’s Insights Guide unpacks the Creative Edge framework, showing what makes an ad effective: capturing attention, creating emotional impact, and building lasting memory.  

It explores how to move beyond engagement, towards work that builds real brand impact.

Submit the form below to download the guide.