It's perhaps not surprising that a Victoria's Secret commercial full of models wearing lingerie was the best-remembered new ad of last month, according to Nielsen. Microsoft's close second-place showing in Nielsen's monthly research may be a little more noteworthy, especially when the products -- productivity software and Windows PCs -- have only a little more inherent allure than a paperweight.
|Nielsen Top 10 Most Remembered New Ads, December 2011|
|Brand||Ad Description||Recall Index|
|1||Victoria's Secret||Christmas Gift -- Different models in lingerie say "Tell me you love me" (:15)||194|
|2||Microsoft||Office & Windows 7 -- A father tries to help his son with math equations, and the son improves his father's presentation (:30)||185|
|3||Dannon||Activia -- Jamie Lee Curtis tells a woman she can have smooth digestion, even after the holidays (:30)||167|
|4||Best Buy||Price Match Guarantee -- Santa's got competition when a woman outgifts Santa's cologne with an LED TV (:30)||164|
|5||Subway||$5 Footlongs -- December's featured footlong is a Western Egg & Cheese Breakfast Sandwich (:15)||163|
|6||Best Buy||Woman picks up a laptop in store and meets Santa on the roof with her gift (:30)||161|
|7||Cuties Citrus Cooperative||Little boy enjoys eating a mandarin and unintentially squirts juice toward a little girl wearing butterfly wings (:15)||158|
|8||Victoria's Secret||Shots of women modeling bras and underwear in a bedroom, on a bed of roses and outdoors (:15)||152|
|9||Sears||After Christmas Event -- Man says "It's not over, till it's over" and promotions follow (:15)||151|
|10||Samsung||Galaxy S II -- People wait outside anticipating cellphone release but woman on street already has a 4G phone (:30)||150|
Only new ad executions considered, airing weeks of December 1, 2011 to December 31, 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 194 the top ranked Victoria's Secret ad has proven to be 1.94 times as memorable as the average new commercial during the past four-week period.