Reality check June 2012

By Campaign staff, campaignlive.co.uk, Thursday, 19 July 2012 11:30AM

McCann Manchester's Aldi campaign continues to resonate with viewers. Its "nuns" execution was the most-recalled spot of June while also featuring among viewers' most-liked ads, according to data from Nielsen and NM Incite.

Aldi: 'nuns' was most-remembered ad in June

Aldi: 'nuns' was most-remembered ad in June

The most-liked TV ad was Comparethemarket.com's "circus" by VCCP, with a score that suggests it was liked twice as much as the average new TV ad in June.

Bartle Bogle Hegarty's "home advantage" spot for British Airways, featuring a plane apparently travelling by road to the Olympic Stadium, was the most-discussed ad online, accounting for close to 10 per cent of all online discussions about new TV commercials.

The "most-remembered" score is the percentage of viewers who can recall within 24 hours the storyline of an ad. 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 indexed against the mean score of 100.

  
Reality check June 2012

Most-remembered ads

  

Most-liked ads

  

Most-talked-about ads online

 
%
1 Aldi 155 1 Compare
the
market
200 1 British
Airways
9.69
  'runs'     'circus'     'home
advantage'
 
  McCann Manchester     VCCP     Bartle Bogle Hegarty  
2 Gaviscon 150 2 Aldi 158 2 Vauxhall 4.09
  'train'     'nuns'     'supporting a nation'  
  Euro RSCG London     McCann Manchester     McCann Birmingham  
3 Comparethemarket 145 2 Samsung 158 3 Irn-Bru 3.55
  'circus'     'it understands you'     'baby'  
  VCCP     Cheil Worldwide     The Leith

Agency

 
4 B&Q 139 4 Kellogg Special K 137 4 Gocompare.
com
2.59
  'paint'     'real women'     'enough'  
  McCann London     Leo Burnett     Dare  
4 Vodafone 139 5 Richard Ham 126 5 Audi 1.77
  'freebee rewardz'     'as nature
intended'
    'quick to
react'
 
  RKCR/Y&R     Quiet Storm     Bartle
Bogle
Hegarty
 

This article was first published on campaignlive.co.uk

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