Reality check - September 2012

Adam & Eve/DDB's latest spot for John Lewis was the most-liked ad of September and also managed to garner a healthy percentage of online conversations about advertising. Otherwise, there was precious little crossover between ads that were remembered by viewers and those that were liked or chatted about online.

Colgate: most-remembered ad in September
Colgate: most-remembered ad in September

Samsung won entries in two tables, while Aldi continued its run of making at least one of the tables with a cheese-related spot from McCann Manchester. It was Colgate, though, with a former Campaign Turkey of the Week, that attracted the highest recall among consumers, according to data from Nielsen and NM Incite.

The "most-remembered" score is the percentage of viewers who can recall within 24 hours the storyline of an ad. These scores are indexed against a mean score for all new ads, with 100 representing the mean. The "most-liked" score is the percentage of viewers who liked a spot indexed against the mean score of 100.

 

Reality Check September 2012

Most-remembered ads

  

Most-liked ads

  

Most-talked-about ads online

 
%
1 Colgate 164 1 John Lewis
157 1 Misguided 14.97
  'focus group'
    'the other half'
    'high summer'
 
  Y&R Paris
    Adam & Eve/DDB
    The Gate Films
 
2 Ryvita 157 2 Lindt 143 2 Samsung Galaxy 4.49
  'soup'     'so thin, so intense'
    'the next big thing'
 
  Grey London
    Leo Burnett
    72andSunny  
3 Aldi 152 2 Sky
Broadband
143 3 John Lewis
4.28
  'cheese
triangles'
    'Bruce Willis'
    'the other half'
 
  McCann
Manchester
    WCRS
    Adam & Eve/DDB
 
3 Oreo 152 4 Marks &
Spencer
135 4 John Frieda
3.74
  'best friends'
    'for every
woman you are'
    'Frizz-Ease'
 
  DraftFCB
    RKCR/Y&R
    Addiction
Worldwide
 
5 Kellogs
Nutri-
Grain
141 4 Samsung
Galaxy
135 5 Walkers 1.60
  'Sue'      'the new way'
    'giant ridge'  
  Leo Burnett
    Cheil Worldwide
    AMV BBDO  



Source: Nielsen TV Brand Effect and NM Incite. Only new ads airing 1-30 September 2012. Minimum sample = 150.

Topics

SUBSCRIBE TO CAMPAIGN

Get 12 weeks for just £12

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
So what's going on at BBH?
Share

1 So what's going on at BBH?

BBH had already seen so many of its old guard leave, and for the new guard to also follow them out the door suggests something might be going awry.

Hoverboards and Journey Buddies: the future of TfL's customer experience?
Shares0
Share

1 Hoverboards and Journey Buddies: the future of TfL's customer experience?

Marketers across a range of sectors, from charities to banking, came together to conjure up some ideas for the way the future of Transport for London's customer experience might look under their stewardship. Moshe Braun, business director at customer experience consultancy WAE, which hosted the event, examines the results.

Just published