Reality check - March 2012

By Campaign staff, campaignlive.co.uk, Thursday, 26 April 2012 11:00AM

It is not often that a TV spot appears in all three of the monthly ad tables, which are based on data supplied by Nielsen and NM Incite.

Comparethemarket.com: the most-liked ad

Comparethemarket.com: the most-liked ad

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
Most-
remem-
bered ads
    Most-
liked ads
    Most-
talked
about ads online
   %
1 Cancer Research
UK
162 1 Compare
the
market
175 1 Volks-
wagen
Up
1.38
  Lucy'     for the sake of Sergei'     big'  
  The
Good Agency
    VCCP     Grabarz

&
Partner

 
2 Harvester 151 2 Birds
Eye
170 2 Sony
Xperia
0.94
  junior chef'     rice fusion'     mind of a child'  
  JWT London     The Assembly     McCann World
group
 
3 Aldi 149 3 Philade-
lphia
145 3 Philade-
lphia
0.83
  jaffa cakes'     choccy Philly'     choccy Philly'  
  McCann Manchester     JWT London     JWT London  
3 Philade-
lphia
149 4 Dulux 135 3 The
National Lottery
0.83
  choccy Philly'     boudoir'     hero's return'  
  JWT London     BBH     AMV BBDO  
5 Dulux 133 5 Foster's
Gold
124 5 Oxo 0.77
  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.

This article was first published on campaignlive.co.uk

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