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Top ten ads of the week: Comparethemarket.com baby meerkat secures top spot

Counting down the ten most recalled ads, in association with TNS and Ebiquity.

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In the battle of the price comparison websites, Comparethemarket.com's TV ad featuring a new baby meerkat was by far the most-recalled ad of the week, with a highly impressive recall rate of 72%.

It defeated rival Gocompare.com into second place, with Confused.com in sixth spot. Elsewhere, Thomas Cook's latest ad starring actor James Nesbitt was the third most-recalled campaign, while Oxfam also snuck into the top 10.

Brand: Comparethemarket.com

Agency/TV Buyer: VCCP/ZenithOptimedia

Recall: 72%

Brand: Gocompare.com

Agency/TV Buyer: Fold7/Carat

Recall: 51%

Brand: Thomas Cook

Agency/TV Buyer: Publicis London/Carat

Recall: 46%

Brand: Dyson Ball

Agency/TV Buyer: in-house/Mindshare

Recall: 45%

Brand: Aviva

Agency/TV Buyer: Abbott Mead Vickers BBDO/ZenithOptimedia

Recall: 39%

Brand: Confused.com

Agency/TV Buyer: Publicis/PHD

Recall: 38%

Brand: SCS

Agency/TV Buyer: Martin Tait Redheads/Martin Tait Redheads

Recall: 38%

Brand: DFS

Agency/TV Buyer: Krow/MediaCom

Recall: 36%

Brand: Now TV

Agency/TV Buyer:  WCRS/MediaCom

Recall: 31%

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Brand: Oxfam

Agency/TV Buyer: RKCR/Y&R/ZenithOptimedia

Recall: 31%

Adwatch research was conducted from 16 - 20 January 2014 by TNS as part of its twice-weekly OnLineBus omnibus among 1000 adults aged 16-64. For details of the survey, contact Anita.Emery@tnsglobal.com (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).

This article was first published on marketingmagazine.co.uk

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