Season 17 of The Bachelorette on ABC, including last night’s finale, did not disappoint. The franchise has long held its spot at the top of EDO’s Broadcast Primetime Ranking, proving its longstanding position as one of the most engaging programs on National TV. But who’s ads really rose to the top and earned our final roses?
We picked brand ads based on their ability to generate Search Engagement, EDO’s measure of performance based on the number of incremental online searches that resulted in the minutes following an ad’s airing.
See below for our six picks.
Vizzy Hard Seltzer
Vizzy was one of two hard seltzer advertisers during the 17th season, alongside Blue Moon. However, on July 26, it was Vizzy who made an impact when it introduced Vizzy Lemonade, the only lemonade hard seltzer with antioxidant Vitamin C.
The brand just came onto the TV advertising scene in July, taking advantage of the summer demand for refreshing beverages like this.
The 15-second ad airing performed nearly 4x as strong as the average brand ad airing this year. That’s what we call bubbling to the top.
Indeed
On July 14, the career services site featured an uplifting 30-second creative that promoted its #EmpathyAtWork campaign. After struggling to pick an outfit for the interview, and reading “Interview Tips for Trans & Non-Binary People” on the Indeed website, we see the interviewer first share their own pronouns before asking how Taylor would like to be addressed.
The messaging proved to make an impact with The Bachelorette audience, who were over 4x as likely to engage with this spot than the average Indeed commercial.
Sour Patch Kids
Within the candy category, we saw a few advertisers appear this season, but this sour-sweet combo was a standout.
The 15-second ad airing was 6x as strong at generating branded Search Engagement than the average brand ad airing this year. Need more convincing? EDO data found it would take 50 average ad airings across broadcast and cable to drive the same Search Engagement impact as this ad that aired during The Bachelorette.
First they’re sour, then they’re sweet, then they search.
M&M’s
While we’re talking about candy, we couldn’t forget the fan-favorite M&M characters. The brand had two ad airings this season of two different creatives. In aggregate, the ad airings during The Bachelorette were 3x as engaging as the standard M&M brand ads.
Watch the ads here and here.
Nissan
Throughout the season, the automaker featured five ad airings, and EDO data found viewers were 265% more likely to search for the brand following these ad airings than the brand’s average. This allowed the brand to rise above in a very crowded category.
Four of the Nissan advertisements featured the All-New 2022 Pathfinder, rotating the 15-second and 30-second variants of the spot.
Clorox
In the crowded cleaning category, Clorox was able to earn our final rose. Though Cascade, Dawn, Febreze, Glade, Mr. Clean, OxiClean and Swiffer also had ads run throughout this season of The Bachelorette, Clorox generated the greatest impact. The brand had three ad airings this season and EDO data found that, on average, viewers were 144% more likely to engage with the brand than the brand’s average.
Clorox featured two ads that showed a playground being cleaned with Clorox products before the kids came out to play with the message on screen reading “when it counts, trust Clorox”.