Nielsen Wire » November 2008

10 Most-Recalled New “Hybrid” Ads: Oct./Nov. 2008

admin — Wed, 10 Dec 2008 13:00:13 +0000

According to data from Nielsen IAG, a CoverGirl tie-in with the CW’s “America’s Next Top Model” was the most recalled new “hybrid” ad during the four weeks between October 27 and November 23, 2008.

Hybrid Ads include customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content.

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

Rank	Brand	Hybrid Ad Description (Seconds)	Associated Program	Recall Index
1	CoverGirl	Top Models in Action; Kim’s edgy look in cycle 5 took her to the final 5; made name for self on small screen as top reporter for MTV News; enter the Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	279
2	CoverGirl	Top Models in Action; Mollie Sue stood out in cycle 6; jet sets between major cities, posing for magazines and working the runway; enter the Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	278
3	CoverGirl	Top Models in Action; Katarzyna stood out in cycle 10; voted CoverGirl of the Week twice; recently appeared on the cover of Women’s Wear Daily; enter the Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	272
4	Bertolli Oven Bake Meals	Insider Treat; blonde woman drinking wine and eating; I am loving the Alan-Judith drama; watching these brothers makes for the perfect night at home (:15)	Two and a Half Men (CBS)	262
5	CoverGirl	Top Models in Action; Anya impressed the judges in cycle 10; signed with Elite Model Management; her new look has landed her job after job; enter the Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	245
6	Activision	FX Sneak Peek: Call of Duty: World at War; game footage; No Rules; No Fear; No Mercy; Only Chaos (:100)	Sons of Anarchy (FX)	242
7	Bud Light	A Salute to The Shield; a look back at Season Five; montage of clips from show; brought to you by Bud Light, the difference is drinkability (:60)	The Shield (FX)	228
8	Honda Fit	Women in Honda Fit pick up actor from 30 Rock; do you know what brand integration means?; wear our Fit hat during tonight’s premiere episode; write a storyline around the Fit (:60)	30 Rock (NBC)	201
9	Flomax	CBS News Money Watch Update; battle over auto Industry bailout begins this week; gas down to $2.11 a gallon; record opening for the 007 Movie (:25)	60 Minutes (CBS)	198
10	T-Mobile	Breakthrough Artist Award; to vote, send a text message from your T-Mobile phone or go to abc.com (:35)	2008 American Music Awards (ABC)	196
Source: The Nielsen Company (October 27, 2008 – November 23, 2008).
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.
Note: Nielsen IAG’s ranking of the Top 10 Most Recalled Hybrid Ads includes customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content. Hybrid ads were only considered if aired during commercial pods during commercial pods. Nielsen IAG’s panel includes viewers ages 13 and older.

A hybrid ad’s “recall score” is the percentage of television 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.

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

A recall index of 100 indicates average recall. A recall index of 279, for example, means that a hybrid ad has proven to be about 2.8 times as memorable as the average new hybrid ad during the four-week time period.

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

admin — Tue, 09 Dec 2008 18:53:22 +0000

According to data from Nielsen IAG, an Apple ad, in which “PC” offers “Mac” a cupcake to raise money to repair Vista, was the most recalled new “traditional” ad during the four weeks between October 20, and November 16, 2008.

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

Rank	Brand	Traditional Ad Description	Recall Index
1	Apple	Mac–PC offers Mac a cupcake to raise money to repair Vista; marketing people spent all the money on an ad campaign; Mac takes a bite	195
2	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	189
3	DirecTV	Chevy Chase and Christie Brinkley in scene from National Lampoon’s Vacation; crazy is not connecting your new flat screen to DirecTV (:30)	187
4	Plavix	Gurney follows man as he walks around museum; taken with other heart medicines, Plavix provides greater protection against heart attack	185
5	Kellogg’s	Rice Krispies–Mom and kids make treats; girl points at spider web; mom makes witch’s hat; best treat is the one you get at home	185
6	Citi	CitiCard–two guys at concert find ways to sneak to the front; want great seats? enter for chance to go on 3-city tour with Nickelback	181
7	Microsoft	Windows–Clips of people talking about themselves; I’m a PC and I love life, shoes, to make people laugh, signing; upload yourself	180
8	Healthy Choice	Fresh Mixers–Two men in office kitchen; can you talk me through it first time?; add water, microwave, strain, & stir; What is that, Japanese?	179
9	DirecTV	Chevy Chase and Christie Brinkley in scene from National Lampoon’s Vacation; crazy is not connecting your new flat screen to DirecTV (:15)	179
10	Halls	Man in elevator; different people, like pizza delivery guy, come in and crowd him; after taking Halls, everyone is flattened against wall	178
Source: The Nielsen Company (October 20, 2008 – November 16, 2008).
Note: Nielsen IAG’s ranking of the Top 10 Most Recalled New Traditional Ads includes new executions only. Nielsen IAG’s panel includes viewers ages 13 and older.

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.

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.