Stabbur-Nilsen's Smashing Debut in Reklamebørsen for January

This is reklamebørsen! WPP Media Norway measures monthly the 10 most prominent profiling advertising films that have aired on TV during the period. 500 respondents evaluate awareness, comparative liking, and branding. We also calculate brand awareness, positive advertising awareness, positive brand awareness, and advertising effectiveness. We have been measuring for a full 20 years and possess an exciting knowledge base with over 2500 tested films for over 500 brands.

The high standard of advertising films from autumn 2025 continued into January. For the fifth consecutive month, the month's films on average achieved significantly better liking scores than the benchmark for recent years, with a total of 5 films scoring over 30 percent positive liking. Several of these also demonstrated clear branding and strong awareness, and two of the films from January would have entered the combined Top 10 list for 2025.

Reklamebørsen Results for January 2026

Overall Winner of the Round – Positive Brand Awareness

Stabburet – Stabbur-Nilsen With podium finishes in awareness, liking, and branding, it was ultimately Stabburet's launch of its mascot, Stabbur-Nilsen, that clinched the overall victory in the first Reklamebørsen of the year. Stabbur-Nilsen represents Gunnar Nilsen, the founder of Stabburet himself, and with a full 22 percent positive brand awareness, he can certainly be said to have had a great start as a mascot. Congratulations!

Round Winner – Ad Awareness

OneCall – Oxygen Tank OneCall believes that 'just enough' is usually sufficient, and fittingly, one of the round's highest TV pressures proved to be just right to secure the awareness victory in this year's first Reklamebørsen.

Round Winner – Effectiveness

DNB – Safety (Girls' Trip to Paris) In a round where all films performed relatively effectively, DNB's film about 'living life' (levva livet) on a girls' trip to Paris was the one that both generated the most positive engagement and achieved the strongest recall relative to its TV pressure.

Round Winner – Branding

Felleskjøpet – Winter Film Felleskjøpet delivered one of last year's most well-liked films when they launched the concept that Felleskjøpet is for everyone. It also won a 'Gullfisk' award! Felleskjøpet's "winter film" from the same concept is a bit 'darker' and not quite as well-liked (but certainly not disliked). It also delivered less effective awareness. However, the concept has had time to become established, and the branding has consequently become even stronger since last time, strong enough for a branding victory in this round.

Round Winner – Liking

DNB – Safety (Girls' Trip to Paris) In an incredibly strong field of contenders, DNB ultimately took home the liking victory. In the film "Safety," we meet Cathrine, who is on a girls' trip to Paris when her bank calls to check on unusual activity in her account. With Åge Aleksandersen's "Levva Livet" as the soundtrack, we then get an insight into what the money has been spent on. Not surprisingly, the story resonated particularly well with women, and although other films scored stronger among men, it was still enough to secure the first liking victory of the year in Reklamebørsen.

Other Films Deserving Special Mention:

Lotto – Mommo Lotto typically performs strongly in Reklamebørsen. "Mommo" is no exception. 33% like the film better than other commercials, and among women, the proportion of positive sentiment is as high as 43%. The film thus scores stronger than all films in the "Risotto" universe, and among women, the film is liked exactly as much as "Linje Lotte," which debuted in autumn 2024. However, "Mommo" falls a bit short among men, and its subdued expression did not deliver the same effective awareness we have come to expect from Lotto in recent years.

Bama – 140 Years It is not often we evaluate 90-second commercials in Reklamebørsen. In fact, it has only happened twice since 2016, with Felleskjøpet in 2021 and Maxbo's 'swearing Eli' last year. For such a long format to work, it must be engaging, and long-form formats are, as one would expect, liked significantly better than the average commercial. This also applies to Bama's film, which with 32% positive scores, is well above average, but compared to the aforementioned films from Felleskjøpet and Maxbo (with 44% and 43% positive respectively), it doesn't quite measure up. Consequently, the film is not remembered as well, and with lower frequency than other films, this was the film fewest people remembered seeing in January. This is a shame for such a well-produced and compelling film.