Reality check - October

TBWA\London's blockbuster for Müller Dairy proved the most-liked spot among new ads aired in October. However, while the ad clearly entertained viewers, it did not manage to reach the top five in the "recall" categories.

Müller Dairy: ad proved popular among those surveyed
Müller Dairy: ad proved popular among those surveyed

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Abbott Mead Vickers' spot for Heinz Beanz topped both recall tables, with its score for brand recall one of the highest to feature in the Nielsen TV Brand Effect survey. Its score was more than twice the average of 100. AMV also scored a hit with its Birds Eye work, which featured in both the most-liked and most-remembered ad categories.

The Nielsen TV Brand Effect survey measures the percentage of viewers who can recall the storyline of an ad (or the brand featured in the case of "most-remembered advertisers") within 24 hours of seeing it. These scores are then indexed against the average score of 100. The "most-liked" is the percentage of viewers who like an ad they saw (among those recalling the brand of the ad), indexed against the 100 average score.

 

League Tables
Reality Check: October
  Most     Most-liked     Most  
  -remembered     ads     -remembered  
  ads           advertisers  
                 
1 Heinz Beanz 151 1 Müller Dairy 172 1 Heinz Beanz 213
  'Jack'     'wünderful stuff'     'Jack'  
  Abbott Mead     TBWA/London     Abbott Mead  
  Vickers BBDO           Vickers BBDO  
2 Sony PlayStation 149 2 Birds Eye 167 2 Gaviscon 190
  'DanceStar Party'     'romance'     'spicy noodles'  
  In-house     Abbott Mead     Euro RSCG  
        Vickers BBDO     London  
3 Philadelphia 145 3 Lynx 161 3 Ubisoft 187
  'local heroes'     'my angel girlfriend'     'Just Dance 3'  
  JWT London     Bartle Bogle     Crispin Porter  
        Hegarty     & Bogusky  
4 Birds Eye 136 4 Compare 156 4 Aldi 173
        themarket        
  'romance'     'plane'     'washing-up liquid'  
  Abbott Mead     VCCP     McCann  
  Vickers BBDO           Manchester  
5 Bet365 134 5 Specsavers 150 5 Compare 170
              themarket  
  'bingo'     'sauna'     'plane'  
  Drummond     In-house     VCCP  
  Central              

Source: Nielsen TV Brand Effect. Only new ads airing 1-31 October. Minimum sample= 150.