Reality check - September 2012

Adam & Eve/DDB's latest spot for John Lewis was the most-liked ad of September and also managed to garner a healthy percentage of online conversations about advertising. Otherwise, there was precious little crossover between ads that were remembered by viewers and those that were liked or chatted about online.

Colgate: most-remembered ad in September
Colgate: most-remembered ad in September

Samsung won entries in two tables, while Aldi continued its run of making at least one of the tables with a cheese-related spot from McCann Manchester. It was Colgate, though, with a former Campaign Turkey of the Week, that attracted the highest recall among consumers, according to data from Nielsen and NM Incite.

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 September 2012

Most-remembered ads


Most-liked ads


Most-talked-about ads online

  % 1 Colgate 164 1 John Lewis
157 1 Misguided 14.97   'focus group'
    'the other half'
    'high summer'
    Y&R Paris
    Adam & Eve/DDB
    The Gate Films
  2 Ryvita 157 2 Lindt 143 2 Samsung Galaxy 4.49   'soup'     'so thin, so intense'
    'the next big thing'
    Grey London
    Leo Burnett
    72andSunny   3 Aldi 152 2 Sky
143 3 John Lewis
    'Bruce Willis'
    'the other half'
    Adam & Eve/DDB
  3 Oreo 152 4 Marks &
135 4 John Frieda
3.74   'best friends'
    'for every
woman you are'
  5 Kellogs
141 4 Samsung
135 5 Walkers 1.60   'Sue'      'the new way'
    'giant ridge'     Leo Burnett
    Cheil Worldwide
    AMV BBDO  

Source: Nielsen TV Brand Effect and NM Incite. Only new ads airing 1-30 September 2012. Minimum sample = 150.


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