Reality check - December 2011

Bartle Bogle Hegarty pulled off a rare feat when its "pit stop" commercial for KFC topped both the recall and most-liked categories among ads aired during December.

KFC 'pit stop': topped the recall and most-liked tables
KFC 'pit stop': topped the recall and most-liked tables

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Abbott Mead Vickers BBDO's work for EuroMillions headed the brand recall table, though general levels of brand and specific ad recall were lower than in previous months of the Nielsen TV Brand Effect survey – perhaps due to the pre-Christmas clutter of commercials.

Christmas ads from Coca-Cola and Argos achieved good recall scores, while Pedigree "puppy" also had an impact with viewers.

The Nielsen TV Brand Effect survey measures the percentage of viewers who can recall the storyline of an ad (or the brand featured in the case of "most-remembered advertisers") within 24 hours of seeing it. These scores are then indexed against the average score of 100. The "most-liked" is the percentage of viewers who like an ad they saw (among those recalling the brand of the ad), indexed against the 100 average score.

 

League Tables
Reality Check: December
  Most     Most-liked     Most  
  -remembered     ads     -remembered  
  ads           advertisers  
                 
1 KFC 141 1 KFC
153 1 EuroMillions 189
  'pit stop'     'pit stop'     'snowy millionaires'
 
  Bartle Bogle
    Bartle Bogle     Abbott Mead  
  Hegarty     Hegarty     Vickers BBDO  
2 LoveFilm 136 2 The Black Grouse
147 2 Pedigree 178
  'higher love'
    'a touch of brilliance'
    'puppy'  
  In-house     Abbott Mead     TBWA\  
        Vickers BBDO     London  
2 Pedigree 136 3 Oral B
137 2 Nintendo Wii
178
  'puppy'     'pass it on'
    'new beginnings'
 
  TBWA\London     Publicis
    Karmarama  
        London
   
 
4 EuroMillions 130 3 Apple 137 2 Coca-Cola 178
 
    iPod        
   'snowy millionaires'     'share the fun'
    'snow globe'  
  Abbott Mead
    TBWA\Media Arts
    McCann Erickson
 
  Vickers BBDO     Lab     Madrid  
4 Coca-Cola 130 5 Nikon 126 5 Argos 163
  'snow globe'     'I'm different'     'aliens'  
  McCann Erickson     Jung von Matt/     CHI &  
  Madrid     Spree     Partners  
 
   
       

Source: Nielsen TV Brand Effect. Only new ads airing 1-31 December. Minimum sample= 150.

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