Reality check - October

Sony PlayStation

��pk10 staff

November 17, 2011

How long?

3-4 minutes

Reality check - October

TBWA\London's blockbuster for Müller Dairy proved the most-liked spot among new ads aired in October. However, while the ad clearly entertained viewers, it did not manage to reach the top five in the "recall" categories.

Müller Dairy: ad proved popular among those surveyed

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Abbott Mead Vickers' spot for Heinz Beanz topped both recall tables, with its score for brand recall one of the highest to feature in the Nielsen TV Brand Effect survey. Its score was more than twice the average of 100. AMV also scored a hit with its Birds Eye work, which featured in both the most-liked and most-remembered ad categories.

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: October
	Most			Most-liked			Most
	-remembered			ads			-remembered
	ads						advertisers

1	Heinz Beanz	151	1	Müller Dairy	172	1	Heinz Beanz	213
	'Jack'			'wünderful stuff'			'Jack'
	Abbott Mead			TBWA/London			Abbott Mead
	Vickers BBDO						Vickers BBDO
2	Sony PlayStation	149	2	Birds Eye	167	2	Gaviscon	190
	'DanceStar Party'			'romance'			'spicy noodles'
	In-house			Abbott Mead			Euro RSCG
				Vickers BBDO			London
3	Philadelphia	145	3	Lynx	161	3	Ubisoft	187
	'local heroes'			'my angel girlfriend'			'Just Dance 3'
	JWT London			Bartle Bogle			Crispin Porter
				Hegarty			& Bogusky
4	Birds Eye	136	4	Compare	156	4	Aldi	173
				themarket
	'romance'			'plane'			'washing-up liquid'
	Abbott Mead			VCCP			McCann
	Vickers BBDO						Manchester
5	Bet365	134	5	Specsavers	150	5	Compare	170
							themarket
	'bingo'			'sauna'			'plane'
	Drummond			In-house			VCCP
	Central