Chewy Scores With Linear TV Ad Breakthrough 34% Above Norm

In TV advertising (CTV or linear), sheer reach is only one piece of the puzzle — even if millions see an ad, it means little if viewers can’t recall the brand or the product being promoted. So which brands are actually breaking through? Each month, market research firm MarketCast takes a look at the standout ads on CTV and linear TV that resonated most with audiences. The rankings are based on ad breakthrough (if audiences correctly recalled the ad and attributed it to the right brand). 

For April’s top ads, MarketCast notes: “With economic uncertainty weighing on consumers' minds, advertisers hit home with creative that emphasized cost savings, price stability, and the promise of tax refunds.”

• Chewy.com had notable ad breakthrough for two linear TV spots from its “Shop Your Favorite Brands” campaign, promoting special deals and offers. The “Save 35% on Your First Order” creative scored 34% above the norm, making it April’s No. 1 spot on linear. Its “$20 Gift Card” took third place (+27%). 
• The No. 2 linear ad by breakthrough was DirectTV’s “For the Birds: Genre Pecks,” performing 28% above the norm. 
• Ford’s “Committed to America” (No. 8, 15% above the norm) acknowledges today’s turbulent economic environment, highlighting its commitment to American workers and stable pricing. 
• TurboTax secured positions on both the linear and CTV top 10 lists with a spot promoting its Free Edition software, highlighting how tax season messaging was top of mind for audiences. On linear, it ranked No. 9 at 14% above the norm for ad breakthrough. 

Get a look at April’s top ads on CTV in our previous post here.