Target won viewers' hearts last month with a Halloween-themed commercial showing a boy in a gecko costume whose realistically sticky fingers let him empty a candy bowl all at once. The spot was October's most-liked new commercial, according to Nielsen.
But it didn't make Nielsen's list of the most-remembered new spots. The winner there, a Travelocity commercial, shows a girl trying to swim in a sad, empty pool because her parents booked the wrong hotel. The image does kind of stay with you.
Among other marketers, Wendy's fared very well on the most-remembered chart with ads bringing back "Where's the beef?"
|Nielsen Top 10 Most Liked New Ads, Oct. 1-31, 2011|
|Brand||Ad Description||Likeability Index|
|1||Target||Boy in gecko costume uses sticky gecko hands to take all of the candy when trick-or-treating (:15)||182|
|2||Mentos||UP2U Gum -- Guys uses children's rhyme to pick a gum flavor and tiger appears (:30)||165|
|3||Campbell's||Healthy Request -- People dance in various locations; soup is proven to be heart-healthy (:15)||159|
|4||Chevrolet||Montage of old still photos with antique cars being placed in front of present day life (:30)||155|
|5||Olive Garden||Stuffed Rigatoni w/ Chicken or Sausage -- New stuffed pasta can be eaten with different sauces (:30)||144|
|6||Fisher-Price||Little People Zoo -- Children and parents play and learn with a zoo toy that has various animals (:30)||137|
|7||Travelocity||Young girl has to swim in empty pool because parents booked the wrong hotel (:15)||136|
|8||KFC||Famous Bowls -- Layered bowl that contains full meal features bacon (:30)||132|
|9||Walmart||Ad Match Guarantee -- Girl ignores "just take one" sign when trick-or-treating because she can't read (:30)||131|
|10||Best Buy||A great zombie movie requires cool makeup, the right actors, and a killer computer (:30)||129|
Only new ad executions considered, airing weeks of Oct. 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 182 the top ranked Target ad has proven to be 82% better-liked than the average new commercial during the past four-week period.
|Nielsen Top 10 Most Remembered New Ads, Oct. 1-31, 2011|
|Brand||Ad Description||Recall Index|
|1||Travelocity||Young girl has to swim in empty pool because parents booked the wrong hotel (:15)||213|
|2||Wendy's||Dave's Hot 'N Juicy Cheeseburgers -- Guy buys "Where's the beef?" yellow t-shirt (:30)||208|
|3||Geico||Gecko says saving on auto insurance is no problem, but finding parking in NYC? "Fuggedaboutit!" (:30)||200|
|4||Wendy's||Dave's Hot 'N Juicy Cheeseburgers -- Guy buys "Where's the beef?" yellow t-shirt (:15)||199|
|5||Sensodyne||ProNamel Iso-Active -- Gel technology strengthens and rehardens acid-softened enamel (:30)||188|
|6||Wendy's||Dave's Hot 'N Juicy Cheeseburgers -- Guy buys "Where's the beef?" yellow t-shirt (:60)||182|
|7||Ocean Spray||Cranberry Juice Cocktail -- Taste test : vegetable juice has ten times the sodium of cranberry juice (:15)||177|
|8||Kellogg's||Rice Krispies -- Woman and kids make Halloween treats in the shape of pumpkins (:30)||175|
|9||Chevrolet||Volt -- Employees at a drive through argue whether a car is electric (:30)||174|
|10||V8||V-Fusion Smoothie -- Jackie Chan snatches woman's drink and changes to real fruit Smoothie (:15)||172|
Only new ad executions considered, airing weeks of Oct. 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 213 the top ranked Travelocity ad has proven to be 2.13 times as memorable as the average new commercial during the past four-week period.