A new Oreo commercial last month has achieved the relatively rare feat of becoming both consumers' most-recalled new commercial of the month and their favorite, according to Nielsen.
The commercial, which shows a son waking up his dad to celebrate Father's Day, was better-recalled by consumers than new June spots from Walmart, Dyson and other high performers. It was also better liked than popular spots from Red Lobster, Microsoft and others.
It's much more often the case that one commercial sticks in viewers' minds but doesn't win as much affection or vice versa. Witness May's results, when an Orville Redenbacher spot starring the magician Criss Angel proved the most memorable commercial of the month but couldn't find a position anywhere on Nielsen's list of the month's 10 most liked spots. Or see April, when a weirdly romantic Fancy Feast spot was most recalled but a Magnum ice cream commercial starring Rachel Bilson was most liked.
| Nielsen Top 10 Most Remembered New Ads, June 2011 | |||
| Brand | Ad Description | Recall Index | |
|---|---|---|---|
| 1 | Oreo | Boy wakes up father at midnight for a Father's Day treat (:15) | 232 |
| 2 | Walmart | Ad Match Guarantee -- Employees say everyone should get low prices every day as items are shown (:30) | 188 |
| 3 | Dyson | Air Multiplier -- Bladeless fan generates smooth airflow (:15) | 182 |
| 4 | Stride | 2.0 -- Man with skateboard chases another man through the mall to give him new gum (:30) | 178 |
| 5 | Travelers | Dog sees headline "Cat Burglar Strikes Again" and protects his bone from theft (:30) | 167 |
| 6 | Red Lobster | Four Course Seafood Feast -- Soup, then salad and biscuits, choice of entree, and something sweet (:15) | 166 |
| 7 | Pepsi | Santa, dancing on a beach with a crowd, wants to "have a little fun" during the summer (:30) | 165 |
| 8 | Old Navy | Let Freedom Ring Sale -- Rockets launch and fireworks are in shape of clothing (:15) | 162 |
| 9 | Snickers | A grumpy Joe Pesci talks to girls at a party, then has a snack and transforms into a teen boy (:15) | 160 |
| 10 | DirecTV | Chicken and egg talk about who came first and watch a movie on TV (:30) | 149 |
| Only new ad executions considered, airing weeks of June 1, 2011 to June 30, 2011. The Recall Score is the percentage of TV viewers who an 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 232 the top ranked Oreo ad has proven to be 2.32 times as memorable as the average new commercial during the past four-week period. Source: The Nielsen Company |
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| Nielsen Top 10 Most Liked New Ads, June 2011 | |||
| Brand | Ad Description | Likeability Index | |
|---|---|---|---|
| 1 | Oreo | Boy wakes up father at midnight for a Father's Day treat (:15) | 186 |
| 2 | Red Lobster | Four Course Seafood Feast -- Soup, then salad and biscuits, choice of entree, and something sweet (:15) | 138 |
| 3 | Microsoft | Windows 7 -- Buy a fridge for college, get a free ice tray; or buy a PC for college, get a free Xbox 360 (:15) | 137 |
| 4 | Stride | 2.0 -- Man with skateboard chases another man through the mall to give him new gum (:30) | 136 |
| 5 | Travelers | Dog sees headline "Cat Burglar Strikes Again" and protects his bone from theft (:30) | 122 |
| 6 | Sprint | HTC EVO 3D -- Dad interrupts children's ping pong game to serve hard at daughter and show off 3D (:30) | 119 |
| 7 | Verizon | Small Business -- Man sends photo from his phone to his boss, who sends back a cost proposal (:30) | 118 |
| 8 | Dyson | Air Multiplier -- Bladeless fan generates smooth airflow (:15) | 109 |
| 9 | Pepsi | Santa, dancing on a beach with a crowd, wants to "have a little fun" during the summer (:30) | 106 |
| 10 | Apple | iPad 2 -- Now, people can watch a newspaper, listen to a magazine, or curl up with a movie on a tablet (:30)>149 | 101 |
| Only new ad executions considered, airing weeks of June 1, 2011 to June 30, 2011. The Likeability Score is the percentage of TV viewers who an 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 (Likeability Index). 100 equals average. For example, with a Likeability Index of 176 the top ranked Chevrolet ad has proven to be 76% better-liked than the average new commercial during the past four-week period. Source: The Nielsen Company |
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