{"id":13698,"date":"2022-01-28T15:05:44","date_gmt":"2022-01-28T23:05:44","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=13698"},"modified":"2025-08-25T11:06:31","modified_gmt":"2025-08-25T18:06:31","slug":"pizza-qsr-travel-ads-among-most-likeable-of-the-nfl-playoffs-so-far","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/pizza-qsr-travel-ads-among-most-likeable-of-the-nfl-playoffs-so-far\/","title":{"rendered":"Pizza, QSR &#038; Travel Ads Among Most Likeable of the NFL Playoffs (So Far)"},"content":{"rendered":"\n<p style=\"font-size:18px\">This year\u2019s NFL Playoffs have rewarded TV audiences with some thrilling games, and brands have benefitted as a result. Still, some brands produced more likeable creatives than others, which further optimized their TV ad impact at this point in the Playoffs. Using the Likeability Score from our survey-based <a href=\"https:\/\/www.ispot.tv\/hub\/ace-metrix\/\" target=\"_blank\" rel=\"noreferrer noopener\">Creative Assessment<\/a>, we were able to pinpoint the ads that are trending among the most likeable. The score measures the extent to which survey respondents like an ad.<\/p>\n\n\n\n<p style=\"font-size:18px\">Highlighted below are the five most Likeable ads of the NFL Playoffs so far*, with additional creative insights explaining how these spots are resonating so well with audiences.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:30px\">Papa John\u2019s: Fold It Or Not &#8211; $13<\/p>\n\n\n\n                    <div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/qQBO\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">This new creative from Papa John\u2019s is 22.8% more Likeable than the all-industry norm from Jan. 15-23, as the brand touts its New York-style pizza deal for $13. Creative Assessment survey respondents found the spot to be \u201csurreal\u201d and the portrayal of the New York-style pizza to be \u201cauthentic.\u201d Meanwhile, the product itself was the Single Best Thing about the spot according to 36% of those surveyed. After watching the ad in its entirety, 84% of viewers were able to accurately identify Papa John\u2019s as the advertiser \u2013 which was significantly higher than the all-industry average of 75% during the timeframe.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:30px\">Royal Caribbean: Rise to the Vacation &#8211; The Year of Yes<\/p>\n\n\n\n                    <div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/qi7V\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">Royal Caribbean Cruise Lines has been encouraging audiences to \u201crise to the vacation\u201d in its latest ad campaign. This spot, focused around the \u201cYear of Yes,\u201d scored 20.1% higher on Likeability than the norm for the timeframe, and 19.1% higher on Attention. Viewers found the ad extremely \u201cexciting.\u201d The action-packed visual scenes were designated the Single Best Thing about the creative, according to 38% of those surveyed.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:30px\">KFC: Served One Way<\/p>\n\n\n\n                    <div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/qeHE\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">In this creative, KFC leans into the consistency of its fried chicken sandwich, appropriately \u201cserved one way.\u201d The spot scored 19.9% higher on Likeability than the all-industry norm from Jan. 15-23 and 18% higher on Attention, according to Creative Assessment data. In verbatim comments, survey respondents expressed how hungry they felt after watching the ad, which resulted in \u201cyummy\u201d being the strongest reaction among viewers. One respondent claimed they\u2019d \u201cstart ordering more at KFC\u201d as a result. A majority of viewers had a similar response to the ad, as 67% reported an increase in purchase intent. The product itself (the sandwich) was the Single Best Thing about the creative, according to 35% of those surveyed.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:30px\">Wendy\u2019s: Free Drink With Breakfast Sandwich<\/p>\n\n\n\n                    <div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/q8pt\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">In this spot, Wendy\u2019s promotes its new deal where customers get a free drink with any of its breakfast sandwiches. The ad scored 17.6% higher on Likeability than the norm. Meanwhile, combining both the products and offer were successful in driving Desire, with a score that was 28.5% greater than the norm. Creative Assessment survey data showed the creative had Brand Recognition of 92% for Wendy\u2019s (higher than the 75% all-industry average).&nbsp;<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:30px\">Applebee\u2019s: The Regulars (713)<\/p>\n\n\n\n                    <div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/q8of\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">The new spot from Applebee\u2019s was not only well-liked by audiences \u2013 17.5% more Likeable than the norm in the playoff timeframe \u2013 but it was also seen as relatable with a Relevance Score that was 21% above norm. \u201cThe Regulars\u201d was highly recognizable from a brand perspective as well, with 95% of viewers accurately identifying Applebee\u2019s as the advertiser. The &#8220;Cheers&#8221; song \u2014named the Single Best Thing about the ad by 28% of survey respondents\u2014 was quite successful at sparking \u201cnostalgia\u201d in viewers, as well as delivering the \u201cwholesome\u201d messaging of the neighborhood bar and grill.\u00a0<\/p>\n\n\n\n<p style=\"font-size:18px\"><em>*Most likeable are the top ads by Likeability Score, among those with at least 90 million TV ad impressions during live NFL Playoffs game airings from Jan. 15-23.<\/em><\/p>\n\n\n\n<p style=\"font-size:18px\">Interested in learning more about the Likeability of your own TV and video ad campaigns? Reach out today for a demo.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background\" href=\"https:\/\/www.ispot.tv\/demo\" style=\"background-color:#4ac500\">Get a Demo<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This year\u2019s NFL Playoffs have rewarded TV audiences with some thrilling games, and brands have benefitted as a result. Still, some brands produced more likeable creatives than others, which further optimized their TV ad impact at this point in the Playoffs. Using the Likeability Score from our survey-based Creative Assessment, we were able to pinpoint&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":13699,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[503,501],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/13698"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=13698"}],"version-history":[{"count":2,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/13698\/revisions"}],"predecessor-version":[{"id":22283,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/13698\/revisions\/22283"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/13699"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=13698"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=13698"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=13698"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=13698"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}