If you had asked us a month ago, we might have predicted that no new commercial could ever become so popular as the epic Fancy Feast 60-second spot then ruling Nielsen's chart of the most-liked new ads. It was was just too... much.
But the new champion for April, a commercial for Magnum ice cream, has actually out-charmed it. Its Likeability Index (not to be confused with the Tolerability Index from the A.V. Club section of The Onion) is 176, according to Nielsen, surpassing the 170 Likeability Index earned by Fancy Feast's debut in March.
It can't hurt Magnum that its campaign's star is Rachel Bilson, who played Summer Roberts on Fox's "The O.C." A separate Magnum clip by Karl Lagerfeld and also starring Ms. Bilson is currently racking up views on our Viral Video chart.
A 30-second version of the Fancy Feast opus did win April's chart of ads ranked by recall.
|Nielsen Top Ten Best-Liked New Ads, April 1, 2011 to April 30, 2011|
|Brand||Ad Description||Likeability Index|
|1||Magnum||Woman climbs over cars in a traffic jam to get ice cream from a delivery truck (:30)||176|
|2||Fancy Feast||Man builds a room for a cat and has it wear a necklace asking girlfriend to marry him (:30)||157|
|3||Samsung||Smart TV -- Couple on sofa argues and reconciles using web enabled TV (:15)||156|
|4||Allegra||Allegra-D -- Man puts down roof on convertible because now congestion is gone and he can breathe (:15)||145|
|5||Diet Pepsi||Sofia Vergara at beach tweets David Beckham is nearby to cut line for soda; Beckham appears (:30)||139|
|6||Oreo||Fudge Cremes -- Family cannot find words to describe how great new cookies are (:30)||136|
|7||Honda||Civic -- Man tells Mario Andretti about his car; Andretti drives him around a track at high speed (:30)||132|
|8||Old Navy||Dresses -- Boy sings girl a song about how she should wear her dress in the sunlight as her outfit changes (:30)||130|
|9||Discover||Man tells customer service agent that he is canceling his card because he has switched companies (:30)||128|
|10||Outback||Sirloin & Crabcakes -- Family dines under a canoe on the beach (:30)||124|
|Only new ad executions considered, airing weeks of April 1, 2011 to April 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 175 the top ranked Magnum ad has proven to be 75% better-liked than the average new commercial during the past four-week period.
Source: The Nielsen Company
|Nielsen Top Ten Most-Recalled New Ads, April 1, 2011 to April 30, 2011|
|Brand||Ad Description||Recall Index|
|1||Fancy Feast||Man builds a room for a cat and has it wear a necklace asking girlfriend to marry him (:30)||231|
|2||DiGiorno||Pizza and Boneless Wyngz -- Man gives pizza boy back his menus (:30)||208|
|3||Geico||Man on radio show asks gecko if eating grapes in grocery store is stealing or sampling (:30)||199|
|4||Jell-O||Temptations -- Mom tells daughter story of little princess whose things vanish, like her dessert (:30)||193|
|5||Behr||Paint and Primer in One -- Couple works together to paint their home inside and out (:30)||189|
|6||Walmart||Ad Match Guarantee -- Store employees command that competitor's price be matched (:30)||185|
|7||Cialis||Daily Use -- Montage of couples in moments that turn romantic in an instant (:60)||181|
|8||Orville Redenbacher||Pop Up Bowl -- Chris Angel enters a house and "magically" turns a popcorn bag into a bowl (:30)||180|
|9||Dyson||Hand dryer, fan, and vacuum as examples of innovative solutions to problems (:30)||179|
|10||Dr. Scholl's||For Her High Heel Insoles -- Stacy London takes the pain out of loving stilettos (:15)||178|
|Only new ad executions considered, airing weeks of April 1, 2011 to April 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 231 the top ranked Fancy Feast ad has proven to be 2.31 times as memorable as the average new commercial during the past four-week period.
Source: The Nielsen Company