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Reality check: August 2012
August was the battle of the price-comparison sites in our round-up of the most-remembered and most-liked ads.
Gocompare.com: Stuart Pearce spot was most-remembered ad in August
There were few Olympics ads - Channel 4's "meet the superhumans" was the most-talked-about online, but it's classified here as a "promo", so it doesn't make the table.
Gocompare.com's Stuart Pearce spot was the most-remembered, but the most-liked category was headed by the Comparethemarket.com spot, according to data from Nielsen and NM Incite.
McDonald's was the sole Olympic-themed ad here, while Aldi and Sky managed to appear in both the most-remembered and most-liked top five.
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 August 2012 | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
|
Most-remembered ads |
Most-liked ads |
Most-talked-about ads online |
% | ||||||||||||||||||||||||||||||||||||||||||||||
| 1 | Gocompare.com | 150 | 1 | Comparethemarket | 195 | 1 | Cif | 1.91 | |||||||||||||||||||||||||||||||||||||||||
| 'Stuart Pearce' |
'more soft toys' | 'harsh dragon' | |||||||||||||||||||||||||||||||||||||||||||||||
| Dare |
VCCP | DLKW Lowe |
|||||||||||||||||||||||||||||||||||||||||||||||
| 2 | Sheba | 143 | 2 | Aldi | 129 | 2 | Crown | 1.22 | |||||||||||||||||||||||||||||||||||||||||
| 'follow your passion' | 'mayonnaise' | 'express yourself' |
|||||||||||||||||||||||||||||||||||||||||||||||
| AMV BBDO | McCann Manchester |
BJL | |||||||||||||||||||||||||||||||||||||||||||||||
| 3 | Churchill | 135 | 3 | McDonald's | 114 | 2 | Toyota | 1.22 | |||||||||||||||||||||||||||||||||||||||||
| 'lawnmower' | 'we all make the Games' | 'real deal' |
|||||||||||||||||||||||||||||||||||||||||||||||
| WCRS |
Leo Burnett |
Saatchi & Saatchi |
|||||||||||||||||||||||||||||||||||||||||||||||
| 3 | Sky | 135 | 4 | Microsoft | 105 | 4 | Sky | 1.04 | |||||||||||||||||||||||||||||||||||||||||
| 'goal' | 'Internet Explorer 9' | 'goal' |
|||||||||||||||||||||||||||||||||||||||||||||||
| Brothers and Sisters |
In-house |
Brothers and Sisters |
|||||||||||||||||||||||||||||||||||||||||||||||
| 5 | Aldi | 128 | 4 | Sky |
105 | 5 | Sheba | 0.52 | |||||||||||||||||||||||||||||||||||||||||
| 'mayonnaise' | 'goal' | 'follow your passion' | |||||||||||||||||||||||||||||||||||||||||||||||
| McCann Manchester |
Brothers and Sisters |
AMV BBDO | |||||||||||||||||||||||||||||||||||||||||||||||
Source: Nielsen TV Brand Effect and NM Incite. Only new ads airing 1-31 August 2012. Minimum sample = 150.
This article was first published on campaignlive.co.uk
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