Reality check - January 2012

Our monthly round-up of consumer reaction to TV ads, supplied by Nielsen TV Brand Effect, has a new component this month: measurement of online consumer "buzz". The "most-talked-about ads online" table reveals the ads that generated the most buzz on social media and other online channels during the month.

British Heart Foundation: generated lots of interest online
British Heart Foundation: generated lots of interest online

The percentage figure relates to the proportion of online messages referring to a specific ad, against all discussions about new TV spots in January. Conversations could be negative or positive but, in terms of noise, British Heart Foundation and Weight Watchers were well ahead of the pack.

The Nielsen TV Brand Effect survey measures the percentage of viewers who can recall the storyline of an ad within 24 hours of seeing it. The "most-liked" table measures the percentage of viewers, among those who could recall an ad, who liked it. In January, there seemed to be little correspondence between rates of recall and affection, as not one spot appears in both tables.

 

League Tables
Reality Check: January
  Most     Most-liked     Most  
  -remembered     ads     -remembered  
  ads           advertisers  
1 Asda 69 1 Comparethemarket
48 1 BHF 9
  '50p'
    'tough  decision'
    'hard and fast'
 
  Saatchi &
    VCCP     Grey
 
  Saatchi    
    London  
1 Alpen 69 2 BHF
43 2 Weight Watchers
8.4
  'bung'
    'hard and fast'
    'play'  
  Bartle Bogle     Grey
    Saatchi &
 
   Hegarty     London
    Saatchi
 
3 Argos 63 3 Ubisoft
33 3 Visit Scotland
2
  'catalogue launch'
    'Just Dance 3'
    ''surprise yourself'
 
  CHI & Partners     Audacity
    The Leith Agency  
4 HSBC 61 4 Virgin Media 30 4 Virgin Media 1
  'red envelopes'
    'keep up'
    'keep up'
 
  JWT London
    DDB UK
    DDB UK
 
5 Bupa 60 5 KFC 24 5 Virgin Money
0.2
  'helping you
    'streetwise wraps'
    '40 years of better'
 
  find healthy'
    Bartle Bogle
    Beattie McGuinness
 
  WCRS
    Hegarty
     Bungay  

Source: Nielsen TV Brand Effect. Only new ads airing 1-31 January. Minimum sample= 150. Online sample= 2,983.

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