Reality check - December
campaignlive.co.uk, Friday, 21 January 2011 12:00AM
Campaign's monthly look at the ads that impacted most on the public shows DFS scoring the highest recall for a single ad and being the most-recalled brand in December.
The most-liked ads were more varied, with the public deciding that spots by JWT for Andrex (featuring a CGI puppy for the first time) and by Bartle Bogle Hegarty for Baileys were their favourite winter warmers.
Meanwhile, Rainey Kelly Campbell Roalfe/Y&R's Marks & Spencer campaign featured in both the most-remembered and most-liked ad categories.
The Nielsen IAG survey measures the percentage of viewers who can recall the storyline of an ad within 24 hours of seeing it and the name of the brand they were exposed to. These scores are then indexed against the mean scores for ads across the period with 100 equalling the mean (average) score. The likeability score is the percentage of TV viewers who liked an ad indexed against the mean score.
Saatchi & Saatchi
Marks & Spencer 150
'Wine supermarket ...'
SCS Sofas 143
'A few ideas'
'It's the little things'
Bartle Bogle Hegarty
Marks & Spencer 117
'New Year's Eve offers'
Pizza Hut 196
'Kids eat free'
Abbott Mead Vickers BBDO
CHI & Partners
Sky Movies 174
Microsoft Windows 7 170
Crispin Porter & Bogusky
Source: Nielsen IAG. Only new ads airing 1-31 December 2010. Minimum
sample = 75.
This article was first published on campaignlive.co.uk
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