Welcome to our monthly Top Streaming Ads series, exclusive to StreamTV Insiders courtesy of iSpot, where we look at which brands and new TV ad creatives on streaming hit the mark with consumers each month to secure a place in the Top 10 ranking based on likeability.
And be sure to check out earlier monthly rankings of the Top Streaming TV ads.
So which new streaming ads and messaging did viewers like most in September?
Similar to what we’ve seen in prior months, QSR and casual dining restaurants took to CTV with spots in September, accounting for six of the top 10 in our ranking. And of those, last four brands in the category hit the mark with ads touting new dining menu items.
That includes the No. 1 most likeable ad in September, “Fancy” from IHOP featuring its new stuffed French toast item, which scored 18.4% above the likeability norm.
Watch that ad below:
1. IHOP - Fancy
Check out the chart below for the full Top 10 ranking with ad likeability score and positive purchase intent – and read on below for more and to watch videos of July’s most likeable connected TV ads. Check out the chart below for the full Top 10 ranking with ad likeability score and positive purchase intent – and read on below for more and to watch videos of September’s most likeable connected TV ads.
After making an earlier appearance in July’s Top 10, new food items also helped QSR Burger King return to the rankings in September as its ad messaging new, better chicken nuggets resonated with streaming viewers, scoring 15.9% above the likability norm to come in No. 2.
And a spot for new Chili Lime chips from Chipotle garnered fourth place, with a likeability score 15.4% above the norm.
Meanwhile, Taco Bell’s “VIP Section” ad for new Luxe Boxes landed it at No. 8 in the ranking, scoring 11.4% above the likeability norm.
Check out those ads below:
2. Burger King - New Chicken Nuggets
4. Chipotle - New Chili Lime Chips
8. Taco Bell - VIP Section
NFL and humor helped CTV ads hit the mark in September
It wasn’t just ads featuring new food items that gained favor with streaming viewers in September, as iSpot spots related to the NFL and messages with humor also scored high.
NFL-related ads were a hit, accounting for two of the top 10 spots. That includes Lowe’s at No. 9 with its “Earn Your Sunday: Power” that tapped into professional athletes and features NFL players Dak Prescott, Myles Garrett, Justin Jefferson.
Applebee’s, meanwhile, clinched the No. 5 most likeable spot with an ad that leaned on both a pro football athlete and humor. It’s “Rhymes” ad featuring NFL player Marshawn Lynch got positive marks for being funny and scored 14.4% above the norm for likeability, according to iSpot.
Humor also helped QSR Domino’s, which came in at No. 3 behind IHOP and Burger King with its ad “Pizza Can’t: Rock Climbing.” Streaming viewers found the ad funny, and it ranked 15.5% above likability norms.
And while two spots leaned on celebrities, eight of the top 10 ads in September were celebrity free and benefited primarily from appealing food visuals or humorous and relatable messaging.
The latter helped the remining three most likeable streaming ads in September secure a place in the ranking.
They include No. 6 “Giddy Up” from Vicks, No. 7 “Lady Whiskerton” from Chewy, and No. 10 “Cancelled Plans” from GEICO.
Watch Domino's, Applebee's and Lowe's ads below and be sure to check back next month to see which brands and new streaming ads viewers liked most in October.
3. Domino's - Pizza Can't: Rock Climbing
5. Applebee's - Rhymes
9. Lowe's - Earn Your Sunday: Power