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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
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 Broadband |
143 | 3 | John Lewis |
4.28 |
|||||||||||||||||||||||||||||||||||||||||
| 'cheese triangles' |
'Bruce Willis' |
'the other half' |
|||||||||||||||||||||||||||||||||||||||||||||||
| McCann Manchester |
WCRS |
Adam & Eve/DDB |
|||||||||||||||||||||||||||||||||||||||||||||||
| 3 | Oreo | 152 | 4 | Marks & Spencer |
135 | 4 | John Frieda |
3.74 | |||||||||||||||||||||||||||||||||||||||||
| 'best friends' |
'for every woman you are' |
'Frizz-Ease' |
|||||||||||||||||||||||||||||||||||||||||||||||
| DraftFCB |
RKCR/Y&R |
Addiction Worldwide |
|||||||||||||||||||||||||||||||||||||||||||||||
| 5 | Kellogs Nutri- Grain |
141 | 4 | Samsung Galaxy |
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.
This article was first published on campaignlive.co.uk
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