In the study, Nielsen examined how exposure to Internet ad campaigns influenced brand measures such as ad recall and likeability, and whether the consumer said they were more likely to purchase the product after viewing the ad. The analysis showed that online ads do, on average, succeed in influencing brand engagement and opinion, particularly for ad recall and message association. However, the degree of positive brand impact largely depends on the strength of the ad itself.

The study then connected brand engagement results with actual offline sales measured by Nielsen. While based on a small number of cases to-date, the research showed that campaigns in which consumers reported an increase in purchase intent after viewing an online ad also showed a boost in offline product sales. Cases with flat purchase intent showed no significant change in sales.

Additionally, the research showed that the click-through rate for a given ad campaign showed no connection to sales lift and no measure of whether the message resonated with consumers.

• For more on these findings, download Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building.

Top Ten Most Liked New Ads, May 10, 2010 to June 6, 2010
RANK	Brand	Description	Likeability Index
1	Target	Black smoke emerges from jungle; “Lost” theme; First Alert smoke detector	209
2	Aflac	Animated kids play roughly with toys; if you get hurt, you get paid cash fast; Toy Story 3	151
3	McDonald’s	Shrek Forever After Glasses–Donkey tells Shrek that outside forces are making him crazy	148
4	Ford	Fiesta–People with arrows highlight gas mileage; 40 more movies, concerts, ballgames	139
5	Walmart	Mom let me show you the coolest rollback in the store; what’s better than a dessert on rollback?	134
6	Johnsonville Sausage	Man wrestles with children at summer barbecue, then runs to grill and eats sausage	124
7	Chevrolet	Everyone deserves a car they can count on; images of cars in testing; Red X engineers obsessed with quality	122
8	Visa	Debit–Characters from Toy Story see Buzz in shopping basket and try to save him from getting bought	121
9	Hebrew National	Hot dogs made with 100% kosher beef; woman dressed as royalty renames them “Queen Elizabeefs”	120
10	Cadillac	CTS V–World’s fastest production sedan; 0-60 in 3.9 secs; car accelerates on street at night	114
Source: The Nielsen Company Only new ad executions considered, airing weeks of May 10 to June 6, 2010. The Likeability Score is the percentage of TV viewers who report to like “a lot” an ad they were exposed to during the normal course of viewing TV (among those recalling the brand of the ad). These scores are then indexed against the mean score for all new ads during the period (Likeability Index). 100 equals average. For example, with a Likeability index of 209 the top-ranked Target ad has proven to be 109% better-liked than the average new commercial during the past four-week period.

Top Ten Most Recalled New Ads, May 10, 2010 to June 6, 2010
RANK	Brand	Description	Likeability Index
1	Walmart	Watch Mr. Rollback drop the price of your summer cookout; Heinz ketchup, Sara Lee hot dog buns	241
2	Pantene	Stacy London announces the first reality hair star winner during “live” commercial	224
3	Target	Wild boar runs through jungle; “Lost” theme; Kraft Original Barbecue Sauce	210
4	Target	Black smoke emerges from jungle; “Lost” theme; First Alert smoke detector	209
5	Target	Man types numbers into computer; execute button doesn’t work; “Lost” theme	207
6	Subway	Man eating a burger falls through hammock; try a Fresh Fit meal	200
7	Verizon	Droid–Smart phone can see through walls, locate restaurants and shops though viewfinder	193
8	Domino’s	Workers try to get Bill Johnson to try their pizza; 2 medium, 2 topping pizzas for $5.99 each	187
9	Victoria’s Secret	Biofit 7-Way–One bra that you can wear seven ways; different strap arrangements shown	186
10	AT&T	Huge sheets of orange cloth cover buildings and landmarks across the country	182
Source: The Nielsen Company Only new ad executions considered, airing weeks of May 10 to June 6, 2010. The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all new ads during the period (Recall Index). 100 equals average. For example, with a recall index of 241 the top ranked Walmart ad has proven to be over 2.4 times as memorable as the average new commercial during the past four-week period.

Hybrids air during commercial pods and include customized ads, branded promos, vignettes, interstitials and micro-series where sponsor messaging is combined with program or entertainment content. Among viewers 13+. Only new executions considered, airing from Jan – Nov 2009. Results for this annual list are aggregated to the brand/program or brand/network level. The Recall Score is the percentage of TV viewers who can recall within 24 hours the sponsor of a Hybrid ad they were exposed to during the normal course of viewing primetime TV on broadcast and major cable networks. These scores are then indexed against the mean score for all new Hybrids during the time period (Recall Index). 100 equals average Recall.

For example, with a Recall Index of 310 the top ranked Bayer/Monk tie-in has proven to be over 3 times as memorable as the average new Hybrid ad during Jan- Nov 2009. ]]> http://blog.nielsen.com/nielsenwire/consumer/most-recalled-hybrid-tv-ads-of-2009/feed/ 0 http://blog.nielsen.com/nielsenwire/consumer/nfl-clothing-line-ad-tops-most-liked-recent-tv-spots/ http://blog.nielsen.com/nielsenwire/consumer/nfl-clothing-line-ad-tops-most-liked-recent-tv-spots/#comments Thu, 19 Nov 2009 16:53:41 +0000 Nielsen Wire http://blog.nielsen.com/nielsenwire/?p=18029 According to Nielsen IAG, an ad for the NFL’s female-focued clothing line featuring actress Alyssa Milano was the most liked ad during the time period of September 21-October 18. During that same time frame, and ad for Halls cough drops scored the highest ad recall index with viewers.

The Boehringer-Ingelheim drug, which treats male urinary symptoms due to BPH, offered two creatives last season that were recalled at a rate 42% greater than the average based on all newly-launched prescription drug ads.  These latest installments of Flomax’s direct-to-consumer TV campaign feature men at a baseball game and men playing on a golf course.

“With relevant and consistent visuals that stand out from the rest, the Flomax ads prove that marketers can still be creative and memorable even within the restrictive pharmaceutical category,” said Fariba Zamaniyan, senior vice president at Nielsen IAG, Healthcare.

Cialis (Eli Lilly) and Gardasil (Merck) tied for second on the list with 32% greater recall than the average drug ad launched last season. The ad for Cialis, which treats erectile dysfunction in men, was an extension of its “What are you waiting for?” campaign and featured its iconic outdoor tubs and a variety of male and female couples. Gardasil, which guards against cervical cancer and HPV in women, filled its creative with images of moms and their daughters who “chose” to get vaccinated engaging in a variety of activities such as surfing, shopping and swimming.

Wyeth’s “Wind-Up Doll” TV campaign for Pristiq for the treatment of depression “winded up” the top three.  It was the only newcomer at the top of the DTC ranking this past TV season, with a recall index of 128.

A key takeaway from the rankings, said Ms. Zamaniyan, is that DTC advertising is not just successful when symptoms of the ailment treated by the advertised drug are shown.  Any prescription drug ad, she says, can still be memorable without the display of symptoms and still  connect with the audience while staying within FDA guidelines.

“The bar for creativity shouldn’t be lower for pharma because of the regulations in place,” Zamaniyan argues. “In fact,  it should be higher given the level of investment and volume of competitive activity on the airwaves.” 

Nielsen’s recall index is limited to responses among adults 18+ who correctly recalled the storyline of the ads they were exposed to within 24 hours after airing. Only ads airing during entertainment and sports programs on the five broadcast networks (ABC, CBS, NBC, FOX and CW) on Broadcast prime time,  Evening News, Late Night and Syndicated Prime Access (Jeopardy, Wheel of Fortune, Access Hollywood, Entertainment Tonight, Extra, Access Hollywood) were included in the ranking.  The ads are measured at comparable media weight to control for differing weight levels across the campaigns.

The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements
occurring in new summer series on the broadcast networks during the July 13 to August 16 period.

The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/
product of an In-Program placement they were exposed to during the normal course of viewing
new summer series. These scores are then indexed against the mean score for all placements
occurring in these programs during the time period (Recall Index). 100 equals average.

Note: For this analysis, In-Program placements were only considered if the occurrence had visual
elements (i.e., was “seen” on-screen) or both visual and auditory elements (i.e., was both “seen” and
“mentioned”). Only first-run episodes were considered. Both planned and incidental exposures were included.

The lists cover only new ads airing between March 30 through April 26, 2009.

The Likeability Score is the percentage of TV viewers who report to like “a lot” an ad they were exposed to during the normal course of viewing TV (among those recalling the brand of the ad). These scores are then indexed against the mean score for all new ads during the period (Likeability Index). 100 equals average. For example, with a Likeability Index of 177, the top ranked American Cancer Society spot has proven to be 77% better-liked than the average new commercial during the past four-week period.

The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing TV.

About This Chart
The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/
product of an In-Program placement they were exposed to during the normal course of viewing
Network Reality shows. These scores are then indexed against the mean score for all placements occurring in this genre during the Feb 16 – Mar 15, 2009 period (Recall Index). 100 equals average.

Note: For this analysis, In-Program placements were only considered if the occurrence had visual
elements (i.e., was “seen” on-screen) or both visual and auditory elements (i.e., was both “seen” and “mentioned”). Only first-run episodes were considered. Both planned and incidental exposures were included.

Most-Recalled Hybrid Ad 2/16/09 – 3/15/09
RANK	Brand	Hybrid Ad Description (Seconds)	Associated Program(s)	Recall Index
1	Diet Dr Pepper	Get cell phone ready; win trip for two to Big Apple; Which exotic ingredient do you want the chefs to cook with next season?; text or vote on Bravotv.com (:50)	Top Chef (Bravo)	272
2	Diet Dr Pepper	Get cell phone ready; win trip for two to Big Apple; Who should be Top Chef?; text or vote on Bravotv.com (:70)	Top Chef (Bravo)	271
3	Michelob Ultra	An exclusive look at television’s most provocative series, “I won’t stop until we’re together again” (:30)	Nip/Tuck (FX)	235
4	Just For Men	WWE Rewind; Melina vs. Beth Phoenix battling for the women’s gold; Melina remains champion (:50)	WWE Monday Night RAW (USA)	213
5	Ford	Music Video Challenge; enter for a chance to hang with the Idols on the set of a Ford music video and win Ford Fusion (:10)	American Idol (Fox)	194
6	Clean & Clear	For you and your best friends, a 90210 style pre-prom party; go to cwtv.com/countdown for your chance to win; 90210 Tuesdays 9/8c (:20)	90210 (CW)	191
7	Axe	Hair Crisis ‘09 News Break; Dozens of young men with greasy hair have been rejected by hundreds of women; get girl-approved hair (:30)	Comedy Central network	187
8	Cisco	Catch all new episodes of 24 every Monday; see how Cisco WebEx can help you take care of business everywhere without going anywhere (:15)	24 (FOX)	183
9	Michelob Ultra	An exclusive look at television’s most provocative series; “The son I have is the son I love” (:30)	Nip/Tuck (FX)	180
10	SC Johnson	Five finalists have been chosen in SC Johnson Green Your World Contest; go to cwtv.com/greenyourworld, vote for winner (:20)	CW network	178
Nielsen IAG (NielsenIAG.com), Coverage: Primetime programs on ABC, CBS, CW, FOX, NBC, A&E, BRAVO, COMEDY, DSC, ESPN, FOOD, FX, HIST, HGTV, LIFE, MTV, NAN, SCI FI, SPEED, TBS, TLC, TNT, USA and VH1

About This Chart:
Hybrids air during commercial pods and include customized ads, branded promos, vignettes, interstitials and micro-series where sponsor messaging is combined with program or entertainment content. Among viewers 13+. Only new executions considered, airing from Feb 16 – Mar 15, 2009. The Recall Score is the percentage of TV viewers who can recall within 24 hours the sponsor of a Hybrid ad they were exposed to during the normal course of viewing primetime TV on broadcast and major cable networks. These scores are then indexed against the mean score for all new Hybrids during the time period (Recall Index). 100 equals average Recall.

Recall refers to the percentage of television viewers who can recall, within 24 hours, an ad’s sponsor.

A traditional ad’s “recall score” is the percentage of television viewers who can recall, within 24 hours, the sponsor of an ad they were exposed to during the normal course of viewing primetime TV on the broadcast networks.

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

A recall index of 100 indicates average recall. A recall index of 195, for example, means that an ad has proven to be slightly less than twice as memorable as the average new ad during the four-week time period.

Read coverage of Nielsen’s findings in Ad Age.