Nielsen Wire » ad likeability

10 Most-Liked New “Traditional” Ads: Oct./Nov. 2008

admin — Tue, 09 Dec 2008 18:32:13 +0000

According to data from Nielsen IAG, a Macy’s ad, in which celebrities confirm the existence of Santa Claus for a little girl, was the most liked new “traditional” ad during the four weeks between October 20 and November 16, 2008.

Likeability refers to the percentage of television viewers who report liking an ad “a lot” after viewing it, among those who are able to recall an ad’s brand.

Rank	Brand	Traditional Ad Description	Likeability Index
1	Macy’s	Celebrities read “Yes, Virginia there is a Santa Claus”; little girl deposits a letter in mailbox; Macy’s donates to Make-A-Wish Foundation	190
2	Zales	Celebration Diamond–Man uses yarn to deliver ring to woman in opposite building and posts note saying “Will You?”; Love rocks	163
3	Wal-Mart	With Christmas come traditions; woman talks about dishes for family for Christmas dinner; I can get all of the fresh, healthy ingredients	161
4	Ford	F-150–All-new; engineers are probably the same guys we all cheated off of in science class; can’t get a truck with better mileage	147
5	Hallmark	Recordable Cards with Music–Can you say Merry Christmas?; woman asks son to say it; finally records it in card that Grandma opens	145
6	Disney Parks	Woman stands in line at grocery store; finds gold envelope mixed with coupons; you’re invited Pamela; buy 4 nights, receive 3 nights free	144
7	Target	Christina Aguilera: Keeps Gettin’ Better CD–Aguilera dances, plays superhero within frames of comic strip; only at Target	143
8	Applebee’s	2 For $20 Menu–For the price of a night in, how about a night out?; bucket of chicken knocked out of way; couples shown in restaurant	142
9	Halls	Man in elevator; different people, like pizza delivery guy, come in and crowd him; after taking Halls, everyone is flattened against wall	139
10	Macy’s	Birthday Sale–Woman carries balloons; Save 25-50% on your favorite brands; inspiring oohs, aahs and wows for 150 years	137
Source: The Nielsen Company (October 12, 2008 – November 16, 2008).
Note: Nielsen IAG’s ranking of the Top 10 Most Liked New Traditional Ads includes new executions only. Nielsen IAG’s panel includes viewers ages 13 and older.

A traditional ad’s “likeability score” is the percentage of television viewers who report liking an ad “a lot” (among those who can recall an ad’s brand) after being exposed to it during the normal course of viewing primetime TV on the broadcast networks.

Likeability scores are indexed against the mean score for all new traditional ads during the time period to calculate an ad’s “likeability index.”

A likeability index of 100 indicates average recall. A likeability index of 190, for example, means that an ad was 90% better liked than the average new ad during the four-week time period.

Read coverage of Nielsen’s findings in Ad Age.

10 Most-Liked New “Traditional” Ads: Sept./Oct. 2008

admin — Fri, 31 Oct 2008 13:45:42 +0000

According to data from Nielsen IAG, a Disney Parks ad inviting consumers to visit Disney theme parks for birthday celebrations was the most liked new “traditional” ad during the four weeks between September 15 and October 12, 2008.

Likeability refers to the percentage of television viewers who report liking an ad “a lot” after viewing it, among those who are able to recall an ad’s brand.

Rank	Brand	Traditional Ad Description	Likeability Index
1	Disney Parks	Mouse balloons float and follow people; boy getting hair cut, girls at ballet class; join us at one of our parks on your birthday for free	153
2	Macy’s	Show clips from past to present such as “I Love Lucy” and “Seinfeld” where Macy’s is mentioned; part of your life for 150 years	151
3	Lowe’s	Female employee from another store buys lamp at Lowe’s; tells co-worker it’s a chainsaw for her husband	149
4	Disney Parks	Boy in class opens envelope and Mouse balloons and fireworks come out; Happy Birthday Alex; join us on your birthday for free	145
5	Lexus	RX–Firefighters at accident scene clip hook from helicopter, lifting stage to reveal SUV in park; best way to survive an accident is to avoid one	143
6	NFL	NFL Shop–Ladies, football’s got a more feminine touch; choose from a new selection of women’s fashion apparel designed by Alyssa Milano	142
7	Bertolli	Oven Bake Meals–Chef sings opera in restaurant with empty tables because of Bertolli; couple makes lasagna at home	138
8	Verizon Wireless	Push to Talk–Construction worker tells boss that they already have push-to-talk, and phones came with holsters; truck moves to reveal network	137
9	Microsoft	Windows–I’m a PC, and I am not alone; various people proclaim that they’re PC’s; grandmother, teacher; we’re all a PC, inseparably one	137
10	AT&T	FamilyTalk with Rollover–Brothers fight over new and old rollover minutes; mother mixes up minutes, holds one up and asks if it’s old or new	135
Source: The Nielsen Company (September 15, 2008 – October 12, 2008).
Note: Nielsen IAG’s ranking of the Top 10 Most Liked New Traditional Ads includes new executions only. Nielsen IAG’s panel includes viewers ages 13 and older.

Likeability scores are indexed against the mean score for all new traditional ads during the time period to calculate an ad’s “likeability index.”

A likeability index of 100 indicates average recall. A likeability index of 153, for example, means that an ad was 53% better liked than the average new ad during the four-week time period.

Read coverage of Nielsen’s findings in Ad Age.