Reality Check July 2012

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 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 3.94   'spread'     'spread'     'bazooka Sue'     McCann Manchester     McCann
Manchester     Dare   2 151 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'
    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

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


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