Reality Check: June

In the first of a monthly series looking at which ads resonate most with consumers, Campaign can reveal that spots for Magnum, Currys and Nintendo were among the public's favourites in June, according to Nielsen IAG research.

Carling... most liked
Carling... most liked

Carling "round", which ran with "live" score updates during the World Cup, was the most-remembered TV ad. The spot, by Beattie McGuinness Bungay, was also the fourth "most-liked" ad, but was pipped to the post by "Cedric the Entertainer" from Budweiser.

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 & Campaign Agency Index
1 Carling "round" BMB  166
2 Webuyanycar.com "footballs" In-house  166
3 Plenty "Juan Sheet" Publicis  164
4 Sainsbury's "2 for £15" AMV  164
5 Virgin Trains "look of love" MCBD  161
6 Tesco "Beer promotion" The Red Brick Road  159
7 Shell "The Ohashis" JWT  157
8 Special K "shape up for summer" JWT/Leo Burnett  155
9 First Choice "save £400" BMB  148
10 Hallmark "Anna"   148

 

Most liked ads
Rank Brand & Campaign Agency Index
1 Budweiser "Cedric the entertainer" DDB Chicago  158
2 Freeview "Tiny streaker" 18 Feet & Rising  156
3 Magnum "Temptation" Lowe Madrid  150
4 Carling "round" BMB  148
5 Davidoff "Cool Water"   142
6 Velvet "Trees" Fallon  136
7 Bulmers "Great British summer" Frame  134
8 Currys "We can help" M&C Saatchi  134
9 Sony "3DTV" Anomaly  130
10 Nintendo "Price crash" Karmarama  126

 

Most remembered advertisers
Rank Brand & Campaign Agency Index
1 Special K "shape up for summer" JWT/Leo Burnett  244
2 Virgin Trains "look of love" MCBD  241
3 Webuyanycar.com "footballs" In-house  237
4 Plenty "Juan Sheet" Publicis  219
5 Doritos "Attack on Westminster AMV  207
6 Old El Paso "chilli chase" Saatchi & Saatchi  196
7 Andrex "pennies" JWT  196
8 BT Broadband "slow connection" AMV  193
9 Flora Pro Activ "Keeping up" DDB  189
10 Robinsons "Imagine" BBH  185

Source: Nielsen IAG / includes ads airing June 1st - June 30th / 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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