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The percentage figure relates to the proportion of online messages relating to that specific ad, against all discussions of new TV ads in the month. Euro RSCG’s work for Nurofen achieved relatively high recall and was also liked by viewers, while Adam & Eve’s activity for Halifax scored well in terms of recall and its Foster’s campaign topped the "most-liked" table.

The "most-remembered" score is the percentage of viewers who can recall within 24 hours the storyline of an ad they were exposed to. These scores are then indexed against the mean score for all new ads, with 100 representing the average. The "most-liked" score is the percentage of viewers who liked a spot that they had remembered, indexed against the mean score.

Reality Check: February 2012
Most-rememberedads

Most-liked ads

Most-talked-about ads online

1 Vodafone 153 1 Foster's 148 1 Oreo 12%   'call back'     'hairy back'     'the biscuit whisperer'     RKCR/Y&R     Adam & Eve     DraftFCB   2 Halifax 140 2 Cadbury 122 2 The Guardian 4%   'furry hero'     'Joyville'     'The Three Little Pigs'     Adam & Eve     Fallon London     Bartle Bogle Hegarty   3 Walkers  134 2 Walkers 122 3 Walkers 3%   'what's that flavour?'     'what's that flavour?'     'what's that flavour?'     AMV BBDO     AMV BBDO     AMV BBDO   4 Nurofen  132 4 KFC 113 4 Coca-Cola 0.60%   'millions'     'dog naming'     'move to the beat'     Euro RSCG     Bartle Bogle Hegarty     Mother   5 T-Mobile 128 4 Nurofen 113 5 British Airways 0.40%   'what Britain loves'     'millions'     'the race'     Saatchi & Saatchi     Euro RSCG     Bartle Bogle Hegarty  

Source: Nielsen TV Brand Effect and NM Incite. Only new ads airing 1-29 February 2012. Minimum sample=150.