It is probably not surprising that one of the top creatives for back-to-school season in 2021 is from the cleaning and disinfecting company, Clorox.
We analyzed how linear TV viewers age 18-49 paid attention to 15-second back-to-school ads from department stores, clothing retailers and school supply companies in June and July 2021. Strong creative, appropriate media placements and cultural relevance all likely contributed to Clorox achieving the highest Creative Attention Score for back-to-school ads this summer, according to our data.
TVision's Creative Attention Score measures how well an ad engages audiences compared to other creative that ran in the same pod, providing a true analysis of the ad's ability to engage its target audience.
Clorox's 15-second ad "Clorox Supports Teachers", which included two different creatives, aired on The Disney Channel, Disney Jr., Nickelodeon, Nick Jr, The CW and Fox. It had the highest score of all back to school advertisers with a 108.9 on the index. The average back-to-school-themed ad recorded a 97.7 CAS
In fact, the timely, upbeat ad was one of Clorox's top performing ads of the year so far. From December 2020 to May 2021, the company's ads recorded a 99.1 average CAS.
CAS for Average Clorox Ads vs Back-to-School Ads
Other brands with the best performing back-to-school creative include more traditional school-shopping destinations. Affordable family clothing retailer Old Navy also scored well with its back-to-school ad, securing a 106.5 CAS. Old Navy ran its ad over a larger, more diverse set of networks.
See full coverage of this report in Media Post, or read below for more information.
For more insight into how to measure brand ad attention and engagement and use the data to inform smarter campaigns, contact TVision.
