New research has shed light on the most controversial television commercials in the United States, with Pepsi and Dove among the least tolerated. The study, conducted by journey advertising platform illumin, analysed Federal Communications Commission (FCC) complaints data over the past year, revealing a fascinating insight into the world of advertising and its impact on viewers.

The top five most controversial US adverts, according to the study, are Pepsi's 'Global Message of Unity', Peloton's 'The Gift That Gives Back', Gilette's 'We Believe', Snickers' 'Do Something Manly', and Huggies' 'Dad Test'. These commercials have stirred up significant controversy, leading to a high volume of complaints.

Mark Cluett, Director of Digital Marketing at illumin, emphasised the importance of careful planning and research in advertising. “Successful advertising is more than just a roll of the dice; it's about meticulous planning and thorough research to ensure you’re appealing to your target audience along their journey, rather than offending or annoying them,” Cluett said.

The research also delved into which states are most vocal about their dissatisfaction with TV commercials. The data revealed that Arizona ranks in the top ten for complaints about loud and indecent commercials. Interestingly, Vermont topped the list with a score of 8 out of 10, based on the number of complaints about TV commercials.

The ranking was compiled by analysing FCC complaints data over the last year, specifically focusing on 'loud' and 'indecent' commercials. The total complaints were then scaled against population figures to identify the most disgruntled states.