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-Recalled New “Traditional” Ads: Sept./Oct. 2008

admin — Thu, 30 Oct 2008 13:43:59 +0000

According to data from Nielsen IAG, a Volkswagen ad featuring actress Brooke Shields was the most recalled new “traditional” ad during the four weeks between September 15 and October 12, 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	Volkswagen	Routan–Babies in nursery are shown; Brooke Shields says these are the Routan babies; have a baby for love, not a Routan	216
2	KFC	KFC $10 Challenge–Mom and kids go to grocery store and try to get all ingredients to make chicken under $10; we’re over $10 (:15)	215
3	DirecTV	Girl says they’re here, spirits burst thru screen; Craig T. Nelson says instead of watching channels in HD, we’re stuck watching cable	208
4	Volkswagen	Routan–Brooke Shields says husband brought wife to dealership for an intervention because she wants to give birth simply for German engineering	204
5	Clue (Hasbro)	Imagine you’re a celebrity at a party everyone’s dying to attend; someone dies; you discover where, with what weapon, and who did it	204
6	KFC	KFC $10 Challenge–Mom and kids go to grocery store and try to get all ingredients to make chicken under $10; we’re over $10 (:30)	201
7	Volkswagen	Routan–Brooke Shields talks about women getting pregnant just to get a Routan and every single one of them is in complete denial	201
8	Duracell	Mom looks for son and calls for him; uses BrickHouse Child Locator and finds him; the only battery BrickHouse trusts is Duracell	200
9	Tyson	Chicken Nuggets–kids devise ways for disposing food; crispy on the outside, juicy on the inside; now made with 100% natural ingredients	191
10	Domino’s	Oven Baked Sandwiches–Domino’s guy delivers to Sub-Mart; I have an oven baked sandwich for Steve; leave it on the side of the building	190
Source: The Nielsen Company (September 15, 2008 – October 12, 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.

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 216, for example, means that an ad has proven to be slightly more than twice as memorable as the average new ad during the four-week time period.

Read coverage of Nielsen’s findings in Ad Age.

Nielsen Wire » recall index

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

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