NEW YORK (AdAge.com) -- Volkwagen's "The Force" spot was this year's Super Bowl commercial you liked best, according to Nielsen research. Its performance for brand recall, though, wasn't as strong. See the full Nielsen lists of most-recalled and best-liked spots from this year's Super Bowl.
Special Report: Super Bowl
The Verdict Is in: Super Bowl's Best-Liked and Most-Recalled Ads
Volkswagen's 'The Force' Won on Likeability, but Brand Recall Is a Different Story, Nielsen Finds
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| Nielsen Top 10 Most-Recalled 2011 Super Bowl Ads | ||||
| Brand | Ad Description | Game Quarter | Recall Index | |
|---|---|---|---|---|
| 1 | Doritos | Pug knocks down door (:30) | Q1 | 179 |
| 2 | Budweiser | Cowboy in Western saloon (:60) | Q2 | 166 |
| 3 | Doritos | Man licks cheese crumbs off of coworker's fingers (:30) | Q1 | 159 |
| 4 | Pepsi | Pepsi Max -- Couple on first date (:30) | Q4 | 153 |
| 5 | Pepsi | Pepsi Max -- Soda cans shoot out of cooler (:30) | Q1 | 150 |
| 6 | Snickers | Richard Lewis and Roseanne Barr complain while working (:30) | Q2 | 149 |
| 7 | Doritos | Housesitter brings grandpa back to life (:30) | Q1 | 148 |
| 8 | NFL | TV clips montage (:60) | Q3 | 147 |
| 9 | GoDaddy.com | GoDaddy.co -- New spokesperson Joan Rivers (:30) | Q1 | 146 |
| 10 | Budweiser | Bud Light -- Kitchen redesigned with a bucket of beer (:30) | Q1 | 145 |
| Nielsen Top 10 Best-Liked 2011 Super Bowl Ads | ||||
| Brand | Ad Description | Game Quarter | Likeability Index | |
|---|---|---|---|---|
| 1 | Volkswagen | Passat -- Little Darth Vader starts car (:30) | Q2 | 186 |
| 2 | Bridgestone | Beaver saves driver (:30) | Q4 | 171 |
| 3 | E-Trade | Baby talks next to sneezing cat (:30) | Q4 | 168 |
| 4 | Doritos | Man licks cheese crumbs off of coworker's fingers (:30) | Q1 | 159 |
| 5 | Doritos | Housesitter brings grandpa back to life (:30) | Q1 | 151 |
| 6 | Volkswagen | Beetle -- Beetle navigates the wild (:30) | Q4 | 146 |
| 7 | NFL | TV clips montage (:60) | Q3 | 141 |
| 8 | Chrysler | 200 -- Eminem represents Detroit (:120) | Q3 | 138 |
| 9 | Budweiser | Bud Light -- Dogs work at party (:30) | Q4 | 133 |
| 10 | Audi | A8 -- Men break out of old luxury (:60) | Q1 | 127 |
| Nielsen Measures & Methodology:
The Recall score is the percentage of viewers who can Recall the brand of an ad they were exposed to during the normal course of viewing the Super Bowl. These scores are then indexed against the average score for all Super Bowl ads (Recall Index). 100 equals average. For example, with a Recall Index of 179, the Doritos "Pug" ad was 79% better-recalled than the average Super Bowl spot. The Likeability score is the percentage of viewers who report to like "a lot" an ad they were exposed to during the normal course of viewing the Super Bowl, among those recalling the brand of the ad. These scores are then indexed against the average score for all Super Bowl ads (Likeability Index). 100 equals average. For example, with a Likeability Index of 186, the Volkswagen "Darth Vader" ad was almost twice as liked compared to the average Super Bowl spot. Notes: The above Top 10 lists are based on 14,932 surveys of Super Bowl viewers; 58 unique national creative executions (excluding Movie spots) during Q1-4 and Halftime were considered for the list. Source: The Nielsen Company, 2/6/11 |
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