Reality Check July 2012

By Campaign staff, campaignlive.co.uk, Thursday, 16 August 2012 11:10AM

Aldi's advertising was the most-remembered TV spot for the second month running. "Spread", by McCann Manchester, features two farmers comparing their butter.

Aldi: spot topped two categories in latest Reality Check

Aldi: spot topped two categories in latest Reality Check

The supermarket also came top in the most-liked TV ads category, according to data from Nielsen and NM Incite. Dare's Gocompare.com spot, in which Sue Barker attempts to blow up Gio Compario, was the second most-remembered ad.

Gocompare also topped the most-discussed-online category, with close to 4 per cent of all online conversations about advertising focusing on the spot. Apple's "genius" campaign was more talked about, but didn't air in the UK so was removed from the scoring.

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 this mean. The "most-liked" score is the percentage of viewers who liked a spot indexed against the mean score of 100.

  
Reality Check July 2012

Most-remembered ads

  

Most-liked ads

  

Most-talked-about ads online

 
%
1 Aldi 160 1 Aldi 140 1 Gocompare.com 3.94
  'spread'     'spread'     'bazooka Sue'  
  McCann Manchester     McCann
Manchester
    Dare  
2 Gocompare.com 151 2 Olay 130 2 GlaxoSmithKline 1.45
  'bazooka Sue'     'spa'     'the crowd is my only drug'  
  Dare     Saatchi & Saatchi

    TBWA\London  
3 BT 142 2 Samsung 130 3 Adidas 1.24
  'Olympic visitors'     'everyone's
Olympic Games'
    'take the stage'
 
  AMV BBDO
    Cheil Worldwide     Sid Lee  
3 Kellogg's Rice Krispies 142 4 Argos 125 3 Ann Summers 1.24
  'lovely rain'     'delivery'     'pleasure emporium'
 
  Leo Burnett
    CHI & Partners
    Addiction  
3 Kwik Fit 142 4 Kellogg's Rice Krispies 125 5 Nike 1.04
  'Paul and Sue'      'lovely rain'     'find your greatness'  
  Adam & Eve/DDB
    Leo Burnett
    Wieden & Kennedy
Portland
 



Source: Nielsen TV Brand Effect and NM Incite. Only new ads airing 1-31 July 2012. Minimum sample = 150.

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Email and CRM Manager Brand Recruitment £35000 per annum + plus excellent benefits, Oxford