Reality check October

Campaign's monthly look at the ads that impacted most on the public shows McCann Erickson's spot for Nestle Oats & More scoring highly in terms of ad and brand recall.

Nestle - high recall
Nestle - high recall

The ad, in which a father locks himself in his car to keep his cereal away from his children, also pulled off the difficult task of combining this with a relatively high likeability score.

The most-liked ads of the month were Mother's Ikea spot, which revives the Jona Lewie track You'll Always Find Me In The Kitchen At Parties and MCBD's Tetley Tea spot, which brings back the Tetley Tea folk.

Meanwhile, JWT's Knorr work, which uses the celebrity chef Marco Pierre White, scored highly in terms of being liked and brand recall.

The Nielsen IAG survey measures the percentage of viewers who can recall the storyline of an ad within 24 hours of seeing it and the name of the brand they were exposed to. The likeability score is the percentage of viewers who said that they liked an ad.


Nestle Oats & More 76%
McCann Erickson

Costa 67%
'Monkeys and typewriters'

EA Games 67%
'Medal of Honor'

Flash 66%
'One for all'
Grey Worldwide

Giovanni Rana Pasta 66%
Leagas Delaney

Ikea 26%
'You'll always find me in the
kitchen at parties'

Tetley Tea 26%
'Glad to be back'

Nestle Oats & More 25%
McCann Erickson

Knorr Beef Stock Pot 23%
'Village hall meeting'
JWT London

Heinz Tomato Soup 23%
Abbott Mead Vickers BBDO

Nestle Oats & More 59%
McCann Erickson

Marks & Spencer 55%
'Because it's only a tenner'

EA Games 55%
'Medal of Honor'

Duracell 48%

Knorr Beef Stock Pot 46%
'Village hall meeting'
JWT London

Source: Nielsen IAG.
Only new ads airing 1-31 October 2010.
Minimum sample = 75.