Everyone from drugstores to supermarkets to Walmart Stores is trying desperately to attract customers for their flu shots, high-margin products that also deliver foot traffic to stores. So Walgreens should be very happy: TV viewers ranked a 30-second commercial promoting its flu shots their favorite of all new spots last month, according to research by Nielsen.
September's most-liked spot shows twin sisters bragging about their respective firsts: One was first born, first married and so on, but her sister was first to get a flu shot. "So now I'm No. 1," the second sister announces.
"It only took you 77 years," the older sister replies.
|Nielsen Top 10 Most Liked New Ads, Sept. 1-30, 2011|
|Brand||Ad Description||Likeability Index|
|1||Walgreen's||Pharmacy -- One twin claims she did most things in life first; other says she got flu shot first (:30)||161|
|2||Kia||Soul -- Hamsters emerge from car and start dancing; war between robots and humans stops (:30)||158|
|3||Lowe's||Woman's life progresses and her home continually improves (:30)||153|
|4||Microsoft||Bing -- Krochet Kids explain how their non-profit benefits poor families (:30)||140|
|5||Burlington||Men's Suit Event -- Man in locker room explains to friend how much he saved; weight lifts his wallet (:15)||136|
|6||Wonderful Pistachios||Angry bird catapults into a green pig, which opens a nut (:15)||133|
|7||Ally||Man at ATM cannot decide whether to pay service fee, as others encourage him to "accept it" (:60)||131|
|8||General Electric||Healthymagination -- Girl explains that her mom is weird; products to screen for diseases (:30)||130|
|9||Target||Tidy Cats Litter -- Man says good morning to all his cats (:15)||129|
|10||Enterprise||Employees talk about the benefits of a family-owned business (:30)||128|
Only new ad executions considered, airing weeks of Sept. 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 166 the top ranked Walgreens ad has proven to be 61% better-liked than the average new commercial during the past four-week period.
|Nielsen Top 10 Most Remembered New Ads, Sept. 1-30, 2011|
|Brand||Ad Description||Recall Index|
|1||Microsoft||Gears of War 3 -- Clips from the game set to "Turning to Dust" music (:15)||238|
|2||Ford||Man explains why buying his American brand car seemed right to him (:30)||229|
|3||NFL||NFL Shop -- Woman in black Raiders jersey throws her old jersey at her boyfriend (:10)||223|
|4||Olive Garden||Never-Ending Pasta Bowl -- Promotion is almost over; only $8.95 (:15)||222|
|5||Microsoft||Gears of War 3 -- Clips from the game set to "It Was You" music (:15)||220|
|6||Subway||Oven Crisp Chicken -- Description of grease in fast food; skip the grease (:15)||215|
|7||State Farm||Children walk Brooklyn bridge and sing to firefighters; 9/11 memorial (:90)||210|
|8||Subway||Oven Crisp Chicken -- Athletes explain that a low fat sandwich is a "game changer" (:30)||209|
|9||Wonderful Pistachios||Winklevoss twins want to ensure nobody steals their method for opening nuts (:15)||206|
|10||Ford||Woman explains that she thinks her car is cool and friends say it matches her personality (:30)||199|
Only new ad executions considered, airing weeks of Sept. 1-30, 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 238 the top ranked Microsoft ad has proven to be 2.38 times as memorable as the average new commercial during the past four-week period.