Reality check - July

By Ian Darby, campaignlive.co.uk, Thursday, 25 August 2011 12:30PM

It was all about the meerkats again in July as Comparethemarket's ads stormed to the top of both recall charts and secured the most-liked spot. Rival Gocompare wasn't far behind for brand recall, but did not feature in the most-liked ads list.

Comparethemarket: tops all three tables

Comparethemarket: tops all three tables

Aside from Comparethemarket, McCann Manchester's campaign for Aldi was the only one to feature in both the most-remembered advertiser and most-liked ad rankings, according to the "Nielsen TV Brand Effect" survey for July. Activity for Doritos and LoveFilm were the other spots to do well in terms of brand recall, while ads for toiletries fared well in the most-liked list, with spots for Sanex and Lynx both featuring.

The survey measures the percentage of viewers who can recall the storyline of an ad within 24 hours of seeing it and can name the brand. The scores are indexed against the mean scores for ads across the period with 100 the mean. The likeability score is the percentage of viewers who liked an ad indexed against the mean score.

  Most-remembered ads   Most-liked ads   Most-remembered advertisers
           

1

Comparethemarket - 153

1

Comparethemarket - 200

1

Comparethemarket - 217
  'simples rewards'   'simples rewards'   'tug of war'
  VCCP   VCCP   VCCP

2

Gocompare - 149

2

Aldi - 168

2

Gocompare - 203
  'over there'   'mayonnaise'   'over there'
  In-house   McCann Manchester   In-house

3

Doritos - 140

3

Sanex - 137

3

Doritos - 197
  'Dip Desperado'   'paint'   'Dip Desperado'
  Abbott Mead Vickers BBDO   Contrapunto   Abbott Mead Vickers BBDO

3

Renault Megane - 140

4

Cancer Research UK - 132

4

LoveFilm - 183
  'lift home'   'couples'   'choir'
  Publicis Conseil   Abbott Mead Vickers BBDO   18 Feet & Rising

5

LoveFilm - 134

4

Lynx - 132

5

Aldi - 170
  'choir'   'beach'   'mayonnaise'
  18 Feet & Rising   Bartle Bogle Hegarty   McCann Manchester

Source: Nielsen TV Brand Effect. Only new ads airing 1-31 July 2011. Minimum sample = 150.

This article was first published on campaignlive.co.uk

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