This week's ad with the top recall stars Kevin Bacon climbing on a bus and showing off EE's high-speed 4G network using an iPhone 5.
The second most recalled ad this week is for Virgin Media's broadband service, while in third place is Persil Small & Mighty.
Top ten ads of the week
|Brand||Agency/TV buyer||Recall %|
|1||EE, 4GEE Apple iPhone 5 package||Saatchi & Saatchi/MEC||54|
|2||Virgin Media, broadband internet||BBH/Fifty6||46|
|3||Persil Small & Mighty||DLKW Lowe/Mindshare||45|
|4=||Santander||Havas Worldwide London/Carat||44|
|4=||National Accident Helpline||The Gate London/Carat Manchester||44|
|6||McDonald's||Leo Burnett/OMD UK||42|
|8=||Sky Television, multimedia call plan||Brothers & Sisters/MediaCom||34|
|10||Direct Line home insurance||M&C Saatchi/MediaCom||31|
Adwatch research was conducted from 8 - 12 August 2013 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).