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.

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1 The top 10 brands favoured by Remainers and Brexiters

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