Widerøe: Unrivaled in Liking in February

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.

After five months of exceptionally well-liked films in the Reklamebørsen advertising index, positive engagement returned to more normal levels in February. Widerøe, however, maintained its strong track record within Reklamebørsen, distinguishing itself with the overwhelmingly best-liked film. Yet, in the overall ranking, another film clinched an equally decisive victory.

Reklamebørsen Results for February 2026

Overall Winner of the Round – Positive Brand Awareness

Rema 1000 – "Say It!" With a film featuring an everyday dinner table scene where little Birk is reluctant to share what he did at kindergarten today, Rema 1000 secured both the highest and most effective recall. Coupled with securing second place in liking, no one came close to Rema 1000 for the overall victory in February. Congratulations!

Round Winner – Ad Awareness and Effectiveness

Rema 1000 – "Say It!" While higher TRP levels generally lead to higher frequency, films aired with moderate TV pressure typically perform best on this effectiveness metric. Rema 1000's film was among those with the highest pressure in February. When the film also delivered the most effective recall relative to its pressure, it secured a very clear victory for Rema 1000 in terms of awareness as well.

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 Burger King's film featuring Northug as The GOAT and a representative for BK's new goat cheese burger was the one fewest people remembered seeing. However, those who did recall it at least found it easy to remember whose advertisement it was.

Round Winner – Liking

DNB – Safety (Girls' Trip to Paris) While several other films resonated well with parts of the Norwegian population, Widerøe's film was one of the few that resonated across segments in this round. Widerøe thus secured a decisive liking victory for February. After five consecutive months of exceptionally high ad liking, significantly less positive engagement was observed in February. Widerøe's 31 percent positive score is good, but had the film been measured in January, this would 'only' have secured a 6th place.

Other Films Deserving Special Mention:

Faxe Kondi – Keep Your Stamina Up (Holde Kondien oppe) The Danish soda Faxe Kondi was launched in Norway in 2024-2025 and received its first TV advertisements this February. Within a sort of 80s workout universe, we are given an introduction on how to "keep your stamina up" (holde Kondien oppe – a play on words for fitness/stamina), an approach that does not appear to have resonated with the broader population. A full 43 percent disliked the advertisement more than other TV commercials, representing the highest proportion of negative sentiment in Reklamebørsen in almost 4 years (only 18 out of 2532 films have generated more negative engagement throughout Reklamebørsen's 20-year history).

Among those over 40, the film generated even more negative engagement, with over 50 percent negative scores. It is possible (though perhaps not advisable) to irritate one's way to high or effective awareness, but both recall and branding are no more than 'average.' Unfortunately, this is for a brand that ranks only behind Coca-Cola in brand strength in its home country.