The percentage figure relates to the proportion of online messages relating to that specific ad, against all discussions of new TV ads in the month. Euro RSCG’s work for Nurofen achieved relatively high recall and was also liked by viewers, while Adam & Eve’s activity for Halifax scored well in terms of recall and its Foster’s campaign topped the "most-liked" table.
The "most-remembered" score is the percentage of viewers who can recall within 24 hours the storyline of an ad they were exposed to. These scores are then indexed against the mean score for all new ads, with 100 representing the average. The "most-liked" score is the percentage of viewers who liked a spot that they had remembered, indexed against the mean score.
Source: Nielsen TV Brand Effect and NM Incite. Only new ads airing 1-29 February 2012. Minimum sample=150.