Reality check: August

Once again, Campaign's monthly look at which ads most resonate with the public showed a clear disparity between those which achieved the highest recall and those which were the most-liked.

Comparethemarket: most-liked ad
Comparethemarket: most-liked ad

However, when it came to the most remembered ad, Morrison's activity for its range of meat, created by DLKW Lowe, came out on top. Ads from Weetabix and GoCompare.com were the next most-remembered ads.

The Nielsen survey measures the percentage of TV viewers who can recall the storyline of an ad within 24 hours of seeing it during normal TV viewing. The likeability score is the percentage who like the ads they saw. These figures are then indexed against the mean scores for all new ads over the period.

Most remembered ads
Rank Brand Ad Creative Agency Index
1 Morrisons  Fish DLKW Lowe 175
2 Kit Kat  Lunchbox JWT London 164
3 Subway  Picnic Ready McCann Erickson 159
4 Tesco Stores  School uniforms Red Brick Road 157
5 Morrisons  Offers - fish DLKW Lowe 150
6 ScS Sofas  Bank holiday sale Inhouse 150
7 Specsavers  Garage Inhouse 150
8 Sominex Sleep Aid  Bored sheep Inhouse 150
9 ASDA  Bank holiday BBQ Saatchi & Saatchi 145
10 BT  What Happens Next Abbott Mead Vickers BBDO 143

 

Most liked ads
Rank Brand Ad Creative Agency Index
1 Comparethemarket.com  Streets of Ambitiousness VCCP 233
2 Cadbury's  Spots v Stripes Fallon 178
3 Specsavers  Garage Inhouse 172
4 Fiat Motors  Feelin' Good Krow 161
5 Mercedes-Benz Motors  One Man's Dream Jung Von Matt 156
6 Morrisons  Fish DLKW Lowe 139
6 Vauxhall Motors  Lifetime warranty McCann Erickson Birmingham 139
6 Jaguar Motors  Awards Euro RSCG London 139
9 Nestle Foods  Milkybar - auditions Santo 133
9 Samsung Electronics  Galaxy S CHI & Partners 133

 

Most remembered advertisers
Rank Brand Ad Creative Agency Index
1 Morrisons  Fish DLKW Lowe 243
2 Nestle  Milkybar - auditions Santo 200
2 Morrisons  Fish (trail) DLKW Lowe 200
4 Subway  Picnic Ready McCann Erickson 193
4 Kit Kat  Lunchbox JWT London 193
6 Specsavers  Garage Inhouse 186
7 BT  What Happens Next Abbott Mead Vickers BBDO 179
8 Oreo  Mini Draft FCB 179
9 Tesco Stores  School uniforms The Red Brick Road 175
10 Cadbury  Spots v Stripes Fallon 175
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