Observed Signal · Sep 9, 2026 · Research/Study · Source: Retail-News · Impact: 2/5 · Sentiment: Positive
Kinder Schokolade tops ad NPS; music boosts campaigns
YouGov and Spikes' 'Werbelieblinge' ranking for June-August 2026 shows Kinder Schokolade leading the ad NPS with 33 points, followed by Apple, Samsung, and Amazon. The analysis reveals that emotionally popular ads don't always drive recommendation intent. Music is a key amplifier: campaigns remembered for music score significantly higher on humor, joy, and emotional intensity. adidas ranks second in the classic ranking, boosted by the German national team jersey, while Nike ranks fifth in NPS. Deutsche Telekom's campaign with Thomas Müller achieves high humor values. Among grocers, Netto leads, followed by Lidl and Aldi, with Aldi's 'Anti-App' campaign boosting its August performance. The special music analysis, based on over 200,000 surveys, shows music-driven campaigns outperform on fun, joy, and humor. Targobank leads in music-driven ad recall with 134 mentions.
Provides insights into ad effectiveness and music's role, relevant for advertisers but not a major industry shift.
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Key Takeaways & Evidence Grounding
- Kinder Schokolade leads the ad NPS ranking with 33 points.
- Apple, Samsung, and Amazon follow in the ad NPS ranking.
- Music-driven campaigns score 22.8 points higher on fun and 23.3 points higher on joy.
- Targobank leads in music-driven ad recall with 134 mentions.
- Aldi's 'Anti-App' campaign boosted its August ad NPS to 9.1 points.
Connected Companies & Entities
9 Entities mapped“Hinter Kinder Schokolade folgen Apple, Samsung und Amazon....”
“Hinter Kinder Schokolade folgen Apple, Samsung und Amazon....”
“Hinter Kinder Schokolade folgen Apple, Samsung und Amazon....”
“Im klassischen Werbelieblinge-Ranking erreicht adidas den zweiten Platz....”
“Beim Werbe-NPS zeigt sich jedoch ein anderes Bild. Nike belegt dort Rang fünf....”
“Die gemeinsame Analyse von YouGov und Spikes untersucht regelmäßig, welche Kampagnen positiv auffallen....”
“Auch die Deutsche Telekom setzt im Umfeld der Fußball-Weltmeisterschaft auf emotionale Aktivierung....”
“Lidl folgt mit Kampagnen unter anderem mit Wigald Boning und Julian Nagelsmann....”
“Aldi hebt sich dagegen besonders bei Purpose mit 36,8 Prozent sowie bei Word of Mouth mit 30,2 Prozent hervor....”
Ontology Mapping & Concepts
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