From Meh to Memorable: The Creative Opportunity in Premium Content
New research commissioned by Amazon Ads Brand Innovation Lab and executed by Ideally reveals that Australian audiences are overwhelmingly receptive to brand partnerships in premium entertainment — but most brands are yet to crack the creative code that turns visibility into lasting memorability.
The study found 89% of Aussies are receptive to brand integrations, with more than 44% reacting very positively. In fact, over 30% say these partnerships can actively enhance their viewing experience when executed well.
However, the research also shows that only 25% of Australians can spontaneously recall a brand associated with content they've recently watched, highlighting a clear opportunity and headroom for creative integrations. The research shows brands that show up with creative ambition aren’t just remembered but also discussed. Among fans and engaged audiences, 56% share collaborations they find entertaining, and 54% share those they consider clever and well-executed.
The findings reveal that brands face a dual challenge: capturing audience attention in an increasingly crowded landscape and developing the kind of genuine creative value that is memorable to the viewer.
According to the research, 30% of respondents say brand integrations can actively enhance their enjoyment of a show, and a further 11% say they enjoy seeing brands celebrate the content they love.
Fandom is a force multiplier for brand recall. The research demonstrates that when brands align with content audiences are genuinely passionate about, the impact on memorability is dramatic.
Passionate fans are 55% more likely to recall brand presence compared to disengaged viewers, demonstrating that aligning with the right content is a key driver for memory.
The effect is even more pronounced for deeper format integrations such as movie and TV tie-ins. Among highly engaged audiences, recall for these formats rises to 27%, compared to just 5% among less engaged viewers — a fivefold increase driven by genuine connection to the content.
For example, ahead of the Season 4 premiere of Prime Video original The Boys, a satirical superhero series known for its irreverent, boundary-pushing humour, canned water company Liquid Death cast Chace Crawford's character The Deep as its fictional "Health & Wellness Ambassador." In an online spot, the morally questionable superhero visits a classroom to warn kids about sugary drinks, only to share one with a student and light a cigarette in front of the class. Liquid Death then published a mock "public apology" on LinkedIn terminating the partnership — blurring the line between advertising and entertainment entirely. It worked because both brands share the same anti-establishment sensibility, making the collaboration feel native to the show's world rather than bolted on, and generating significant organic buzz ahead of the premiere
What separates "meh" from memorable
The research identifies three critical factors that determine whether a brand partnership resonates:
The right fit: One-third (33%) of Australians say alignment with a show's values and tone is essential for a partnership to feel natural
A great idea: Over a third (35%) say the most effective collaborations add entertainment or genuine usefulness — the single most important driver of success
Execution across touchpoints: Audiences consistently cite "natural integration" (14.8%) and "natural presence" (15.4%) as the top ways brands can improve partnerships
Notably, audiences are highly attuned to quality. According to 12.4% of respondents, poor creative execution is the most common reason partnerships fail, suggesting that creative craft is as important as strategic alignment.
“Audiences have become fluent in the language of brand partnerships, and they're keeping score”, said Simon Gawn, Global Strategic Advisor at Ideally. “They aren't skeptical, they're discerning. Craft gets rewarded, laziness gets punished. Consumers have handed brands the brief, and the job now is building on evidence of what they want."
The message from Australian audiences is clear: the door to premium content partnerships is wide open — but the brands that walk through it with bold creative thinking, authentic alignment and genuine value for viewers will be the ones that move from forgettable to memorable.
Please download full research findings here: https://advertising.amazon.com/library/news/meh-to-memorable
Methodology
Research commissioned by Amazon Ads Brand Innovation Lab and conducted by Ideally among 1,236 Australian respondents in March 2026.
About Ideally
Ideally is a self-service research and insights platform built for innovation and creativity. Brands and agencies use Ideally to test concepts, creative and campaigns with real consumers overnight, turning months-long research projects into next-day results. Founded in Auckland, New Zealand in 2023, Ideally is used by 250+ brands and agencies across the US, UK and APAC, including Treasury Wine Estates, Burger King, Google and Rémy Cointreau.
