Reality check: August 2012

August was the battle of the price-comparison sites in our round-up of the most-remembered and most-liked ads.

Gocompare.com: Stuart Pearce spot was most-remembered ad in August
Gocompare.com: Stuart Pearce spot was most-remembered ad in August

There were few Olympics ads - Channel 4's "meet the superhumans" was the most-talked-about online, but it's classified here as a "promo", so it doesn't make the table.

Gocompare.com's Stuart Pearce spot was the most-remembered, but the most-liked category was headed by the Comparethemarket.com spot, according to data from Nielsen and NM Incite.

McDonald's was the sole Olympic-themed ad here, while Aldi and Sky managed to appear in both the most-remembered and most-liked top five.

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 August 2012

Most-remembered ads

  

Most-liked ads

  

Most-talked-about ads online

  % 1 Gocompare.com 150 1 Comparethemarket 195 1 Cif 1.91   'Stuart Pearce'
    'more soft toys'     'harsh dragon'     Dare
    VCCP     DLKW Lowe
  2 Sheba 143 2 Aldi 129 2 Crown 1.22   'follow your passion'     'mayonnaise'     'express yourself'
    AMV BBDO     McCann Manchester
    BJL   3 Churchill 135 3 McDonald's 114 2 Toyota 1.22   'lawnmower'     'we all make the Games'     'real deal'
    WCRS
    Leo Burnett
    Saatchi & Saatchi
  3 Sky 135 4 Microsoft 105 4 Sky 1.04   'goal'     'Internet Explorer 9'     'goal'
    Brothers and Sisters
    In-house
    Brothers and Sisters
  5 Aldi 128 4 Sky
105 5 Sheba 0.52   'mayonnaise'      'goal'     'follow your passion'     McCann Manchester
    Brothers and Sisters
    AMV BBDO  



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

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