Budget Thuis commercial wins over viewers with its price and value, despite mixed reactions regarding its pace and busyness

With its latest commercial, Budget Thuis is strongly emphasizing price and affordability, and that message is coming across well. The ValueFlow score is also relatively high, indicating that the execution is generally viewed positively. However, the visual clutter and fast pace are causing irritation and confusion, particularly among some older viewers. The commercial resonates most strongly with the 35–54 age group. Telecompaper and Validators analyzed the commercial among 108 respondents.

The key message comes across clearly

Viewers clearly understand that Budget Thuis stands for low prices and good value for money. Statements such as “It’s very cheap and yet very good” and “You can get good internet service for less money” show that the message is resonating. This is also reflected in spontaneous brand associations: 47 percent cite “low price” as the core message of the commercial; among the 55-and-over group, this figure rises to 57 percent.

That focus on the budget segment is no coincidence. Research by Telecompaper shows that Budget Thuis’s customer base is clearly concentrated in the lower spending segments, significantly more so than Ziggo, KPN, and Delta. Odido occupies a middle ground in this regard. The commercial therefore appeals precisely to the target audience the brand already knows and serves, and reinforces the association with value and affordability exactly where it is most relevant.

Good emotional response, despite a false start

Overall, the commercial is viewed positively on an emotional level. The Budget Thuis commercial achieves a ValueFlow score of 20%, while the benchmark within the telecom sector stands at 15%. Simply put: the commercial evokes more emotional appreciation than the average telecom commercial.

Still, there is room for improvement. Particularly in the opening scenes, some viewers feel restless and confused. Words like “hectic,” “chaotic,” and “loud” come up frequently. The ValueFlow curve shows a local dip in the first second, caused by the opening shot from inside the refrigerator. The commercial grabs attention, but not immediately in a pleasant or clear way.

In the middle section, the rating rises. The transition to the outdoors and the calmer atmosphere work in the commercial’s favor. The absolute climax comes exactly at the “brand reveal”: the moment when the main character is sitting on a bench with the billboard “The house brand for energy, internet & mobile” in the background. The combination of the tranquil setting, the expressive protagonist, and the clear product information provides a strong affirmation of the brand. Still, reactions remain mixed: alongside the positive feedback, there are viewers who find the pace too fast and the tone too loud...

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