Reality check: August 2012

August was the battle of the price-comparison sites in our round-up of the most-remembered and most-liked ads. Stuart Pearce spot was most-remembered ad in August Stuart Pearce spot was most-remembered ad in August

There were few Olympics ads - Channel 4's "meet the superhumans" was the most-talked-about online, but it's classified here as a "promo", so it doesn't make the table.'s Stuart Pearce spot was the most-remembered, but the most-liked category was headed by the spot, according to data from Nielsen and NM Incite.

McDonald's was the sole Olympic-themed ad here, while Aldi and Sky managed to appear in both the most-remembered and most-liked top five.

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 August 2012

Most-remembered ads


Most-liked ads


Most-talked-about ads online

1 150 1 Comparethemarket 195 1 Cif 1.91
  'Stuart Pearce'
    'more soft toys'     'harsh dragon'  
    VCCP     DLKW Lowe
2 Sheba 143 2 Aldi 129 2 Crown 1.22
  'follow your passion'     'mayonnaise'     'express yourself'
  AMV BBDO     McCann Manchester
3 Churchill 135 3 McDonald's 114 2 Toyota 1.22
  'lawnmower'     'we all make the Games'     'real deal'
    Leo Burnett
    Saatchi & Saatchi
3 Sky 135 4 Microsoft 105 4 Sky 1.04
  'goal'     'Internet Explorer 9'     'goal'
  Brothers and Sisters
    Brothers and Sisters
5 Aldi 128 4 Sky
105 5 Sheba 0.52
  'mayonnaise'      'goal'     'follow your passion'  
  McCann Manchester
    Brothers and Sisters
    AMV BBDO  

Source: Nielsen TV Brand Effect and NM Incite. Only new ads airing 1-31 August 2012. Minimum sample = 150.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).