Reality check June 2012

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

  % 1 Aldi 155 1 Compare
the
market 200 1 British
Airways 9.69   'runs'     'circus'     'home
advantage'     McCann Manchester     VCCP     Bartle Bogle Hegarty   2 Gaviscon 150 2 Aldi 158 2 Vauxhall 4.09   'train'     'nuns'     'supporting a nation'     Euro RSCG London     McCann Manchester     McCann Birmingham   3 Comparethemarket 145 2 Samsung 158 3 Irn-Bru 3.55   'circus'     'it understands you'     'baby'     VCCP     Cheil Worldwide     The Leith
Agency   4 B&Q 139 4 Kellogg Special K 137 4 Gocompare.
com 2.59   'paint'     'real women'     'enough'     McCann London     Leo Burnett     Dare   4 Vodafone 139 5 Richard Ham 126 5 Audi 1.77   'freebee rewardz'     'as nature
intended'     'quick to
react'     RKCR/Y&R     Quiet Storm     Bartle
Bogle
Hegarty