If one marketer encapsulated August for TV viewers, it was apparently Subway.
Consumers remembered new commercials for Subway's Oven Crisp Chicken, Buffalo Chicken and Turkey Breast and Black Forest Ham sandwiches better than almost any others last month, according to new Nielsen research, making the spots the second, third, fifth and seventh most-remembered new TV ads of August. No other marketer made the top 10 more than once.
An Oven Crisp Chicken ad showing a burger chain manager slipping in grease also proved particularly popular with viewers, who liked it more than all but seven other new commercials last month, Nielsen said. Subway's creative agency is MMB in Boston.
Other winners included Frosted Mini-Wheats, whose spot in which a talking piece of cereal resolves to keep a young girl focused at school earned places on both the most-remembered and most-liked charts. A Travelers commercial showing a dog hunting a lost bone proved the most remembered. And a Chevrolet commercial called "Dreams," the result of a Chevy partnership with Mofilm for a short-film contest, was the most-liked new commercial of the month.
| Nielsen Top 10 Most Remembered New Ads, Aug. 1-31, 2011 | |||
| Brand | Ad Description | Recall Index | |
|---|---|---|---|
| 1 | Travelers | Dog searches all over for a lost bone before it is replaced (:30) | 221 |
| 2 | Subway | $5 Footlongs -- Buffalo Chicken is the featured $5 footlong of August (:15) | 208 |
| 3 | Subway | $5 Footlongs -- Turkey Breast and Black Forest Ham is the featured $5 footlong of September (:15) | 207 |
| 4 | Olive Garden | Never-Ending Pasta Bowl -- An endless pasta special is back and includes new sauces (:15) | 189 |
| 5 | Subway | Oven Crisp Chicken -- A manager slips on a greasy floor in a fast food restaurant (:15) | 186 |
| 6 | Kraft | Macaroni & Cheese -- Kids get "Macsurance" to protect their food from being stolen by grown-ups (:30) | 182 |
| 7 | Subway | Oven Crisp Chicken -- The grease from fast food restaurants fills kiddie pools, water coolers, and bird baths (:30) | 177 |
| 8 | Frosted Mini-Wheats | Animated cereal talks on young girl's shoulder and resolves to keep her full and focused at school (:15) | 176 |
| 9 | Old Navy | Jeans -- "Let's talk about jeans"; styles available for everyone, even grandma and grandpa (:15) | 173 |
| 10 | Fancy Feast | Groom looks for cat and brings "will you marry us" collar to his wedding (:30) | 170 |
| Source: Nielsen Only new ad executions considered, airing weeks ofAug. 1-31, 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 221 the top ranked Travelers ad has proven to be 2.21 times as memorable as the average new commercial during the past four-week period. |
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| Nielsen Top 10 Most Liked New Ads, Aug. 1-31, 2011 | |||
| Brand | Ad Description | Recall Index | |
|---|---|---|---|
| 1 | Chevrolet | Man dreams about driving and hums like an engine while his dog takes in the wind from a fan (:30) | 170 |
| 2 | Staples | Boy buys pens because they are a great deal and they are perfect for getting girls' numbers (:15) | 149 |
| 3 | Outback | Wood-Fire Grilling -- People throw logs on a beach bonfire, and then order food in a restaurant (:30) | 144 |
| 4 | Frosted Mini-Wheats | Animated cereal talks on young girl's shoulder and resolves to keep her full and focused at school (:15) | 138 |
| 5 | Old Navy | Super Fan Nation -- Fans gather to watch a game in a garage and wear gear from their favorite teams (:30) | 130 |
| 6 | Wendy's | 99 Cent Everyday Value Menu -- People eat new items from the 99 Cent menu in a vintage blue convertible (:15) | 130 |
| 7 | V8 | Vegetables are formed as numbers on a black background and a coupon is offered (:15) | 129 |
| 8 | Subway | Oven Crisp Chicken -- A manager slips on a greasy floor in a fast food restaurant (:15) | 128 |
| 9 | NFL | A single football is passed through various scenes, including a backyard, office, locker room, and living room (:20) | 123 |
| 10 | Wendy's | 99 Cent Everyday Value Menu -- People eat new items from the 99 Cent menu in a vintage blue convertible (:30) | 118 |
| Source: Nielsen Only new ad executions considered, airing weeks of Aug. 1-31, 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 170 the top ranked Chevrolet ad has proven to be 70% better-liked than the average new commercial during the past four-week period. |
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