The most-liked TV ad was Comparethemarket.com's "circus" by VCCP, with a score that suggests it was liked twice as much as the average new TV ad in June.
Bartle Bogle Hegarty's "home advantage" spot for British Airways, featuring a plane apparently travelling by road to the Olympic Stadium, was the most-discussed ad online, accounting for close to 10 per cent of all online discussions about new TV commercials.
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 June 2012 | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
|
Most-remembered ads | |||||||||||||||||||||||||||||||||||||||||||||||||
Most-liked ads
Most-talked-about ads online
the
market
Airways
advantage'
Agency
com
intended'
react'
Bogle
Hegarty
