Reality check - September

Campaign's monthly look at the ads that impacted most on the public shows ad and brand recall percentage rates that are far higher than likeability scores.

However, it's worth noting that the most-liked ad of the month, for Microsoft's Halo game, scored more than twice the average TV ad on the likeability index.

Leo Burnett proved to be the most adept agency at generating brand recall, with three of its ads in the top five, while Adam & Eve's Foster's work continues to prove effective in generating brand recall as well as raising a smile.

JWT London's work for Kenco was the most recalled ad of the month and finished just outside the top five in terms of overall 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 or the name of the brand they were exposed to. The likeability score is the percentage of viewers who said they liked an ad.

Kenco Coffee 72%
'Eco Refill'
JWT London
NiQuitin 71%
'One cigarette at a time'
Kellogg Rice Krispies 70%
'Wonderfully simple'
Leo Burnett
Vodafone 68%
Bartle Bogle Hegarty 67%
'The Queen of Bingo'

Microsoft 33%
'Halo - Deliver Hope'
McCann Erickson
Foster's 27%
'Craig from Leicester'
Adam & Eve
M&M's 26%
'Get in the bowl'
Argos 24%
'However big or small'
CHI & Partners
Marks & Spencer 24%

Kellogg Rice Krispies 66%
'Wonderfully simple'
Leo Burnett
Kellogg Special K 59%
'Party invitation'
Leo Burnett
Foster's 57%
'Craig from Leicester'
Adam & Eve
M&M's 56%
'Get in the bowl'
'Nice Boots Camp'
Leo Burnett
Source: Nielsen IAG. Only new ads airing
1-30 September 2010. Minimum sample = 75.


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