Sunday's Academy Awards broadcast was panned as boring and declined in the ratings . Let's talk about the other part of the show ABC and advertisers hoped you watched -- the commercials.
M&M's "Hostages" spot created the strongest brand association among Oscars viewers, according to Nielsen, which described the broadcast's commercials and asked a panel to name the brands being advertised.
|Nielsen Top 10 Recalled Ads of the Academy Awards, Feb. 27, 2011|
|Brand||Ad Description||Recall Index|
|1||M&M's||A criminal threatens to eat candy hostages if demands are not met (:30)||222|
|2||AT&T||Man forgets anniversary and makes a reservation on his phone (:30)||217|
|3||McDonald's||Ronald McDonald House -- Children look for hope inside Happy Meals (:30)||197|
|4||Best Buy||Buy Back Program -- Ozzy Osbourne and Justin Bieber present new generations of phones (:30)||191|
|5||Venus||Jennifer Lopez explains how every woman has an inner goddess as she promotes Gillette's Venus brand (:30)||180|
|6||American Cancer Society||Celine Dion sings happy birthday (:30)||142|
|7||Stella Artois||Adrien Brody sings to a beer while women stare and cry (:30)||141|
|8||Hyundai||Sonata Hybrid -- People use older versions of technology (:30)||135|
|9||AT&T||4G -- A man throws his friend's phone from a ski lift (:30)||130|
|10||LivingSocial.com||Couple dines, goes to a salon, and does tango (:30)||129|
|Only ad executions from the 2011 Academy Awards considered, excluding movie trailers. 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 ads during the program (Recall Index). 100 equals average.
For example, with a recall index of 222 the top ranked M&M's ad has proven to be 2.22 times as memorable as the average 2011 Academy Awards commercial.
Source: The Nielsen Company