However, JWT London's ad for Philadelphia's chocolate variant was in the top five of all three categories in March.
The Good Agency's "Lucy" ad for Cancer Research UK topped the "most-remembered" table, while Bartle Bogle Hegarty's Dulux work scored in both the "most-liked" and "most-remembered" tables.
Volkswagen's Up launch was the "most-talked-about ad online". The figure relates to the proportion of online messages referring to that ad as a proportion of all March online discussions about new ads.
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 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 that they had remembered indexed against the mean score.
|Reality Check: March 2012|
about ads online
|Lucy'||for the sake of Sergei'||big'|
|junior chef'||rice fusion'||mind of a child'|
|JWT London||The Assembly||McCann World
|jaffa cakes'||choccy Philly'||choccy Philly'|
|McCann Manchester||JWT London||JWT London|
|choccy Philly'||boudoir'||hero's return'|
|JWT London||BBH||AMV BBDO|
|boudoir'||cucumber sandwiches'||video call'|
|BBH||Adam & Eve||Dare|
Source: Nielsen TV Brand Effect and NM Incite. Only new ads airing 1-31
March 2012. Minimum sample = 150.