Reality check - January 2012

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Virgin Money

��pk10 staff

March 01, 2012

How long?

2-3 minutes

Reality check - January 2012

Our monthly round-up of consumer reaction to TV ads, supplied by Nielsen TV Brand Effect, has a new component this month: measurement of online consumer "buzz". The "most-talked-about ads online" table reveals the ads that generated the most buzz on social media and other online channels during the month.

British Heart Foundation: generated lots of interest online

The percentage figure relates to the proportion of online messages referring to a specific ad, against all discussions about new TV spots in January. Conversations could be negative or positive but, in terms of noise, British Heart Foundation and Weight Watchers were well ahead of the pack.

The Nielsen TV Brand Effect survey measures the percentage of viewers who can recall the storyline of an ad within 24 hours of seeing it. The "most-liked" table measures the percentage of viewers, among those who could recall an ad, who liked it. In January, there seemed to be little correspondence between rates of recall and affection, as not one spot appears in both tables.

League Tables

Reality Check: January
	Most			Most-liked			Most
	-remembered			ads			-remembered
	ads						advertisers
1	Asda	69	1	Comparethemarket	48	1	BHF	9
	'50p'			'tough decision'			'hard and fast'
	Saatchi &			VCCP			Grey
	Saatchi						London
1	Alpen	69	2	BHF	43	2	Weight Watchers	8.4
	'bung'			'hard and fast'			'play'
	Bartle Bogle			Grey			Saatchi &
	Hegarty			London			Saatchi
3	Argos	63	3	Ubisoft	33	3	Visit Scotland	2
	'catalogue launch'			'Just Dance 3'			''surprise yourself'
	CHI & Partners			Audacity			The Leith Agency
4	HSBC	61	4	Virgin Media	30	4	Virgin Media	1
	'red envelopes'			'keep up'			'keep up'
	JWT London			DDB UK			DDB UK
5	Bupa	60	5	KFC	24	5	Virgin Money	0.2
	'helping you			'streetwise wraps'			'40 years of better'
	find healthy'			Bartle Bogle			Beattie McGuinness
	WCRS			Hegarty			Bungay