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.

MOST-REMEMBERED ADS
DFS 170
'Sale'
Uber

Asda 160
'Cheese'
Saatchi & Saatchi

Marks & Spencer 150
'Wine supermarket ...'
RKCR/Y&R

SCS Sofas 143
'Sale'
In-house

Waitrose 140
'A few ideas'
MCBD

MOST-LIKED ADS
Andrex 161
'It's the little things'
JWT London

Baileys 161
'Ice'
Bartle Bogle Hegarty

Dreams 128
'Sale'
Robson Brown

Marks & Spencer 117
'New Year's Eve offers'
RKCR/Y&R

Olympus 117
'Live guide'
Kolle Robbe

MOST-REMEMBERED ADVERTISERS
DFS 226
'Sale'
Uber

Pizza Hut 196
'Kids eat free'
Abbott Mead Vickers BBDO

Argos 183
'Camel sat-nav'

CHI & Partners

Sky Movies 174
'Avatar'
WCRS

Microsoft Windows 7 170
'View together'
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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