Reality check: July

In the second of our monthly series looking at ads that impact the most on the public, Campaign can reveal that ads from Foster's, Directline.com and Nintendo were among the public's favourites.

Morrisons: most-remembered ad
Morrisons: most-remembered ad

However, when it came to the most remembered ad, Morrison's activity for its range of meat, created by DLKW Lowe, came out on top. Ads from Weetabix and GoCompare.com were the next most-remembered ads.

The Nielsen survey measures the percentage of TV viewers who can recall the storyline of an ad within 24 hours of seeing it during normal TV viewing. The likeability score is the percentage who like the ads they saw. These figures are then indexed against the mean scores for all new ads over the period.

 

Most remembered ads
Rank Brand Ad Creative Agency Index
1 Morrisons Supermarkets Pigs Fly - trail DLKW Lowe  166
2 Morrisons Supermarkets Pigs Fly DLKW Lowe  155
3 Weetabix Food Company Marathon WCRS  153
4 GoCompare.com Insurance Quotes Robinson Crusoe Chris Wilkins  151
5 Ubisoft Video Games Dance On Broadway Audacity  151
6 Sensodyne Dental Care I can eat the whole ice cream now Grey Worldwide  149
7 Foster's Beer Man calls Foster's hut Adam & Eve  147
8 Churchill Insurance Tug-of-war Elliott Borra Perlmutter  143
9 KFC Restaurants Dippin' Platter Bartle Bogle Hegarty  143
10 Ikea Furnishing Not a mistake Grey Worldwide  143

Most liked ads
Rank Brand Ad Creative Agency Index
1 Foster's Beer Girfriend's Mum Adam & Eve  200
2 Directline.com Uninsured car crashes into insured car M&C Saatchi  188
3 Nintendo Video Games Super Mario Galaxy 2 Karmarama  181
4 Sony Electronics NEX-5 Anomaly  175
5 Apple iPhone Mobile Phone iPhone 4-- When You're Smiling TBWA/Media Arts Lab  175
6 Sky TV Sports HD Brothers and Sisters  163
7 Pantene Pro-V Haircare Aqua Light--swish Grey Worldwide  163
8 Schweppes Soda Tonic Water--jaguar Mother  156
9 Churchill Insurance Tug-of-war Elliott Borra Perlmutter  144
10 British Gas Hello in space CHI & Partners  138

Most remembered advertisers
Rank Brand Ad
Creative Agency Index
1 Morrisons Supermarkets Pigs Fly - trail DLKW Lowe  220
2 GoCompare.com Insurance Quotes Robinson Crusoe Chris Wilkins  207
2 Churchill Insurance Tug-of-war Elliott Borra Perlmutter  207
4 I Can't Believe It's Not Butter! Improved the taste, improve the nameKids
McCann London

 
200
5 Morrisons Supermarkets interview farmers/butcher DLKW Lowe 197
5 ASDA Supermarket Green Arrows (Ribena) Saatchi & Saatchi  197
5 Dettol Cleaning Products Floor and Surface Wipes JWT London/Euro RSCG  197
8 KFC Restaurants Dippin' Platter Bartle Bogle Hegarty  187
9 Febreze Fabric Freshener Granny Grey Worldwide  183
10 Weetabix Food Company Running marathon in furry costumes WCRS  180

 

Source: Nielsen IAG / includes ads airing July 1st - July 31st / minimum sample of 75

Methodology: The recall score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of TV viewing. These scores are then indexed against the mean score for all new ads during the period (Recall Index).            
The likeability score is the percentage of TV viewers who like an ad they were exposed to during the normal course of TV viewing (among those recalling the brand of the ad).These scores are then indexed against the mean score for all new ads during the period (Likeability Index).    
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