Reality check: September

Retail ads dominated the top places in the three categories for September. The pairing of Fay Ripley and Mark Addy once again paid off, with Tesco achieving the highest ad and brand recall among viewers.

Tesco: 'virtual shopping' was the most-remembered ad
Tesco: 'virtual shopping' was the most-remembered ad

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However, "virtual shopping" by The Red Brick Road was not among the most-liked ads, with Adam & Eve's "through the ages" spot for John Lewis landing the top spot.

Viewers also recognised ad innovation, with McCann London's series of "live" spots for the Xbox game Gears of War 3 making an impact in terms of ad and brand recall. Both Walkers and Wickes also proved highly effective at imprinting their brand and ad message on viewers' minds.

The Nielsen TV Brand Effect survey measures the percentage of viewers who can recall the storyline of an ad (or the brand featured in the case of "most-remembered advertisers") within 24 hours of seeing it. The "most-liked" score is the percentage of viewers who liked an ad they saw (among those who could recall the brand of an ad).

League Tables
Reality check September
    Most-liked     Most
- remembered
  ads     ads     advertisers  
1 Tesco 70% 1 John Lewis 32% 1 Microsoft
  virtual shopping'     through the ages'     virtual shopping'  
  The Red
Brick Road
    Adam & Eve     The Red
Brick Road
2 Walkers 63% 2 McDonald's 27% 2 Walkers 55%
  three great
    he 1955
    three great
  Abbott Mead     Leo Burnett     Abbott Mead  
  Vickers BBDO           Vickers BBDO  
2 Microsoft Xbox 63% 3 Tesco 26% 3 Microsoft Xbox 53%
  Gears of War 3'     virtual shopping'     Gears of War 3'  
  McCann London     The Red
Brick Road
    McCann London  
4 Furniture Village 62% 3 T-Mobile 26% 4 Wickes 46%
  sofas'     the T-Mobile     price reductions'  
        parking ticket        
  Golley Slater     Saatchi & Saatchi     Mortimer Whittaker  
5 Wickes 59% 5 Marks &
25% 5 Money
  price reductions'     rendevous'     face off'  
    RKCR/Y&R     Mother  

Nielsen TV Brand Effect. Only new ads airing 1-30 September
2011. Minimum sample = 150

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