Top ten ads of the week: Comparethemarket.com baby meerkat secures top spot

Counting down the ten most recalled ads, in association with TNS and Ebiquity.

Top ten ads of the week: Comparethemarket.com baby meerkat secures top spot

In the battle of the price comparison websites, Comparethemarket.com's TV ad featuring a new baby meerkat was by far the most-recalled ad of the week, with a highly impressive recall rate of 72%.

It defeated rival Gocompare.com into second place, with Confused.com in sixth spot. Elsewhere, Thomas Cook's latest ad starring actor James Nesbitt was the third most-recalled campaign, while Oxfam also snuck into the top 10.

Brand: Comparethemarket.com

Agency/TV Buyer: VCCP/ZenithOptimedia

Recall: 72%

Brand: Gocompare.com

Agency/TV Buyer: Fold7/Carat

Recall: 51%

Brand: Thomas Cook

Agency/TV Buyer: Publicis London/Carat

Recall: 46%

Brand: Dyson Ball

Agency/TV Buyer: in-house/Mindshare

Recall: 45%

Brand: Aviva

Agency/TV Buyer: Abbott Mead Vickers BBDO/ZenithOptimedia

Recall: 39%

Brand: Confused.com

Agency/TV Buyer: Publicis/PHD

Recall: 38%

Brand: SCS

Agency/TV Buyer: Martin Tait Redheads/Martin Tait Redheads

Recall: 38%

Brand: DFS

Agency/TV Buyer: Krow/MediaCom

Recall: 36%

Brand: Now TV

Agency/TV Buyer:  WCRS/MediaCom

Recall: 31%

<

Brand: Oxfam

Agency/TV Buyer: RKCR/Y&R/ZenithOptimedia

Recall: 31%

Adwatch research was conducted from 16 - 20 January 2014 by TNS as part of its twice-weekly OnLineBus omnibus among 1000 adults aged 16-64. For details of the survey, contact Anita.Emery@tnsglobal.com (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).