Nielsen Wire » likeability index

Fathers Win Hearts of Commercial Viewers in Q2 2011

jeffb — Tue, 26 Jul 2011 19:22:06 +0000

TV ads featuring “fatherly love” were viewers’ favorites among new commercials debuting in Q2 this year. Three of the top 10 most liked new commercials from April to June featured emotive narratives of dads and their sons. The most liked ad, which also ranked as one of the most remembered, was an Oreo spot where a young boy wakes his father up at midnight to share cookies on Father’s Day. Chevrolet’s ad featuring a son saluting his dad upon his return from the military took the second spot, and a Volkswagen ad where a teen tries unsuccessfully to borrow his dad’s car rounded out the top 10 list.

Orville Redenbacher’s Pop Up Bowl commercial, featuring Criss Angel, was the most memorable ad of the quarter.

Nielsen Top Ten Most Liked New Ads, April 1, 2011 to June 30, 2011
Rank	Brand	Ad Description	Likeability Index
1	Oreo	Boy wakes up father at midnight for a Father’s Day treat (:15)	199
2	Chevrolet	Boy practices saluting with his brother and salutes his returning solider father (:30)	177
3	L’Oreal	Revitalift — Woman explains that she “stays young” any way she can (:15)	158
4	Magnum	Woman climbs over cars in a traffic jam to get ice cream from a delivery truck (:30)	155
5	Magnum	Woman climbs over cars in a traffic jam to get ice cream from a delivery truck (:15)	153
6	Ritz	Men play checkers using crackers as playing pieces and then eat the pieces (:15)	149
7	Fancy Feast	Man builds a room for a cat and has it wear a necklace asking girlfriend to marry him (:30)	148
8	Red Lobster	Four Course Seafood Feast — Soup, then salad and biscuits, choice of entrée, and something sweet (:15)	147
9	Microsoft	Windows 7 — Buy a fridge for college, get a free ice tray; or buy a PC for college, get a free Xbox 360 (:15)	146
10	Volkswagen	CC — Boy tries to borrow dad’s car but dad writes mileage on driveway (:30)	145
Source: Nielsen Only new ad executions considered, airing weeks of April 1, 2011 to June 30, 2011. 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 199 the top ranked Oreo ad has proven to be 99% better-liked than the average new commercial during the past three-month period.

Nielsen Top Ten Most Remembered New Ads, April 1, 2011 to June 30, 2011
Rank	Brand	Ad Description	Recall Index
1	Orville Redenbacher	Pop Up Bowl — Criss Angel “magically” turns a popcorn bag into a popcorn bowl (:15)	230
2	Subway	$5 Footlongs — The Orchard Chicken Salad Sub is the May sub of the month (:30)	221
3	Hershey’s	Syrup — Children make chocolate milk to a song saying “stir it up” (:15)	215
4	Oreo	Boy wakes up father at midnight for a Father’s Day treat (:15)	214
5	Walmart	Ad Match Guarantee — Store employees command that competitor’s price be matched (:30)	213
6	Subway	$5 Footlongs — The Orchard Chicken Salad Sub is the May sub of the month (:15)	210
7	Fancy Feast	Man builds a room for a cat and has it wear a necklace asking girlfriend to marry him (:30)	208
8	DiGiorno	Pizza and Boneless Wyngz — Man gives pizza boy back his menus (:30)	204
9	Volkswagen	Tiguan — Boy cannot break a pinata; it spins to reveal the car logo (:30)	202
10	Cheez-It	Cheese mocks scientist and is deemed not mature (:30)	201
Source: Nielsen Only new ad executions considered, airing weeks of April 1, 2011 to June 30, 2011. 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 230 the top ranked Orville Redenbacher ad has proven to be 2.30 times as memorable as the average new commercial during the past three-month period.

Cancer Ad Tops Nielsen’s Latest Most-Liked Commercial List

Nielsen Wire — Fri, 08 May 2009 13:24:02 +0000

An ad from the American Cancer Society and a spot for Kay jewlers featuring Jane Seymour topped the most-liked and most recalled ad list respectively according to Nielsen IAG.

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

Most-Liked Ad Spot: March 30-April 26, 2009
Rank	Brand	Description	Index
1	American Cancer Society	Imagine a world with more birthdays; birthday parties shown at homes, neighborhoods, and offices; official sponsor of birthdays.	177
2	Hallmark	Cards–Girl tells woman that she got into the music program and couldn’t have done it without her.	172
3	Hallmark	Recordable Cards with Music–Family gives birthday presents to woman; then she opens card with audio message from sister.	150
4	Lincoln	MKZ–Comet falls from sky and turns into car; lines of light speed around and thru the car; Loaded for Liftoff.	146
5	ONDCP	AboveTheInfluence.com–Boy adopts different poses as cutouts in walls move forward; avoids scene of smoking marijuana.	144
6	Kia	Soul–Hamsters run in wheels all over city; red car occupied by hamsters pulls up to traffic light.	142
7	Apple	Mac–PC explains to Mac that he’s wearing a biohazard suit to protect himself from viruses.	141
8	Outback	Signature Sirloin–In the mood for something more adventurous this evening?; Think Australian.	140
9	Saturn	Total Confidence–Saturn Retailer talks about how Saturn will make your payments for nine months if you lose your job.	140
10	Subway	$1 Footlong Sidekicks–Introducing sidekicks, a celebration of great taste & refreshment; snacks and drinks fly around.	139
Source: Nielsen IAG

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.

MostRecalled Ad Spot: March 30-April 26, 2009
Rank	Brand	Description	Index
1	Kay Jewelers	Jane Seymour paints red hearts and talks about the Open Hearts collection being the universal symbol of hope and love.	223
2	Oreo	Fun Stix–Boy drinks milk through a cookie straw and races elephant to finish glass; elephant loses and walks out.	198
3	Healthy Choice	Julia Louis-Dreyfus tells agent he needs to sell her on the idea of being the new spokesperson for Healthy Choice (:30).	194
4	Healthy Choice	Julia Louis-Dreyfus tells agent he needs to sell her on the idea of being the new spokesperson for Healthy Choice (:15).	194
5	Tide	Loads of Hope–Scenes shown with big orange Tide bus offering free laundry service to families affected by disasters.	185
6	Burger King	SpongeBob SquarePants–The King performs a parody of a Sir Mix-A-Lot video; I like square butts; King and girls dance.	179
7	Breyers	Smooth & Dreamy–Woman catches husband eating ice cream in kitchen with the light off; just 1/2 the fat.	178
8	Kia	Soul–Hamsters run in wheels all over city; red car occupied by hamsters pulls up to traffic light.	175
9	Walt Disney World	Family bored at fancy restaurant before father finds a golden invitation beneath his menu; balloons and fireworks fly out.	173
10	Verizon Wireless	These 10 sprinkles represent people we can call on any network; man then pours out all of the sprinkles to represent Verizon’s network.	171
Source: Nielsen IAG

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.

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.