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