Volkswagen wins Commercial Competition Q3 2026; Lidl and Gamma complete the top 3

This quarter, Commercialreview again had hundreds of consumers rate the new Dutch TV commercials on credibility, viewing enjoyment, irritation, distinctiveness, activation power and an overall score. All data was analyzed with Stramigo.

Volkswagen wins with a 7.5, followed by Lidl (7.2) and Gamma (7.1). Gamma also stood out for credibility, BridgeFund for viewing enjoyment, Kruidvat and Volkswagen for distinctiveness and bol for activation power. Humor dominated this quarter; the strongest commercials kept the brand at the heart of the joke.