Reality check - December 2011

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Abbott Mead Vickers BBDO's work for EuroMillions headed the brand recall table, though general levels of brand and specific ad recall were lower than in previous months of the Nielsen TV Brand Effect survey – perhaps due to the pre-Christmas clutter of commercials.

Christmas ads from Coca-Cola and Argos achieved good recall scores, while Pedigree "puppy" also had an impact with viewers.

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. These scores are then indexed against the average score of 100. The "most-liked" is the percentage of viewers who like an ad they saw (among those recalling the brand of the ad), indexed against the 100 average score.

 

League Tables

Reality Check: December
	Most			Most-liked			Most
	-remembered			ads			-remembered
	ads						advertisers
1	KFC	141	1	KFC	153	1	EuroMillions	189
	'pit stop'			'pit stop'			'snowy millionaires'
	Bartle Bogle			Bartle Bogle			Abbott Mead
	Hegarty			Hegarty			Vickers BBDO
2	LoveFilm	136	2	The Black Grouse	147	2	Pedigree	178
	'higher love'			'a touch of brilliance'			'puppy'
	In-house			Abbott Mead			TBWA\
				Vickers BBDO			London
2	Pedigree	136	3	Oral B	137	2	Nintendo Wii	178
	'puppy'			'pass it on'			'new beginnings'
	TBWA\London			Publicis			Karmarama
				London
4	EuroMillions	130	3	Apple	137	2	Coca-Cola	178
				iPod
	'snowy millionaires'			'share the fun'			'snow globe'
	Abbott Mead			TBWA\Media Arts			McCann Erickson
	Vickers BBDO			Lab			Madrid
4	Coca-Cola	130	5	Nikon	126	5	Argos	163
	'snow globe'			'I'm different'			'aliens'
	McCann Erickson			Jung von Matt/			CHI &
	Madrid			Spree			Partners

Source: Nielsen TV Brand Effect. Only new ads airing 1-31 December. Minimum sample= 150.

This article was first published on campaignlive.co.uk