Aside from Comparethemarket, McCann Manchester's campaign for Aldi was the only one to feature in both the most-remembered advertiser and most-liked ad rankings, according to the "Nielsen TV Brand Effect" survey for July. Activity for Doritos and LoveFilm were the other spots to do well in terms of brand recall, while ads for toiletries fared well in the most-liked list, with spots for Sanex and Lynx both featuring.
The survey measures the percentage of viewers who can recall the storyline of an ad within 24 hours of seeing it and can name the brand. The scores are indexed against the mean scores for ads across the period with 100 the mean. The likeability score is the percentage of viewers who liked an ad indexed against the mean score.
| Most-remembered ads | Most-liked ads | Most-remembered advertisers | |||
1 |
Comparethemarket - 153 |
1 |
Comparethemarket - 200 |
1 |
Comparethemarket - 217 |
| 'simples rewards' | 'simples rewards' | 'tug of war' | |||
| VCCP | VCCP | VCCP | |||
2 |
Gocompare - 149 |
2 |
Aldi - 168 |
2 |
Gocompare - 203 |
| 'over there' | 'mayonnaise' | 'over there' | |||
| In-house | McCann Manchester | In-house | |||
3 |
Doritos - 140 |
3 |
Sanex - 137 |
3 |
Doritos - 197 |
| 'Dip Desperado' | 'paint' | 'Dip Desperado' | |||
| Abbott Mead Vickers BBDO | Contrapunto | Abbott Mead Vickers BBDO | |||
3 |
Renault Megane - 140 |
4 |
Cancer Research UK - 132 |
4 |
LoveFilm - 183 |
| 'lift home' | 'couples' | 'choir' | |||
| Publicis Conseil | Abbott Mead Vickers BBDO | 18 Feet & Rising | |||
5 |
LoveFilm - 134 |
4 |
Lynx - 132 |
5 |
Aldi - 170 |
| 'choir' | 'beach' | 'mayonnaise' | |||
| 18 Feet & Rising | Bartle Bogle Hegarty | McCann Manchester |
Source: Nielsen TV Brand Effect. Only new ads airing 1-31 July 2011. Minimum sample = 150.
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