Tops of 2011: Advertising

Posted: 29/12/2011 in Marketing

From Volkswagen’s adorable Darth Vader-inspired Super Bowl spot to Purell’s memorable placement on The Big Bang Theory, Nielsen names the top advertisements and integrations of the year. The lists demonstrate that reality and scripted shows continued to find innovative ways to integrate brands into their broadcast primetime programming. The best liked ads reflect the enduring value of traditional ad elements that have withstood the test of time – strong creative, simple and engaging messaging, and a solid emotional connection.

Top 10 Most-Liked New Ads
Rank Title Ad Description (Seconds) Likability Index
1 Volkswagen Super Bowl: Passat — A little boy dressed as Darth Vader believes he used “the force” to turn on a car (:30) 231
2 Oreo Boy wakes up father at midnight for a Father’s Day treat (:15) 201
3 St. Jude’s Shaun White sits with kids, who wear wigs matching his hairstyle (:30) 191
4 Hallmark Recordable Storybook — Deployed soldier shares holidays with family when he flips through recorded storybook (:30) 190
5 Real California Milk Cow tells mom to change her “mom jeans” and show off her “bundt cake” (:30) 189
6 Doritos Super Bowl: A man licks snack crumbs off his coworker’s fingers (:30) 188
7 Target Boy in gecko costume uses sticky gecko hands to take all of the candy when trick-or-treating (:15) 187
8 M&M’s Pretzel — Candy and pretzel combo prefer to be eaten by attractive woman than man they call “Hungry Eyes” (:30) 186
9 Marie Callender’s & Reddi-Wip Boy is happy to sit at the adult table but returns to eat with the kids when they are served pie and whipped cream. (:30) 185
10 Pepsi Pop stars like Michael Jackson, Ray Charles, Britney Spears, Kanye West, and Mariah Carey perform and drink soda. (:30) 184
Source: Nielsen 

Data from January 1, 2011 – November 30, 2011. Broadcast Prime. Only new ad executions considered. 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.

Read as: With a Likeability Index of 231 the top ranked Volkswagen ad has proven to be 131 percent better-liked than the average new commercial during the measured period.

Top 10 Most Remembered Branded Integrations – Dramas/Sitcoms
Rank Brand Branded Integration Description Program (Network/Air Date) Recall Index
1 Purell Sheldon uses hand sanitizer after he puts a live snake in a desk drawer. The Big Bang Theory (CBS, Oct 27) 271
2 Red Bull Tessa describes the official drink of suburbia; people drink it repeatedly. Suburgatory (ABC, Sep 28) 214
3 Milton Bradley Twister — Amy suggests that the group play the travel version of a game. The Big Bang Theory (CBS, Nov 17) 208
4 Ferrari Beckett drives a car after Castle explains that it is a high performance vehicle. Castle (ABC, Feb 7) 207
5 Subway Big Mike says that his kidnapping hasn’t been that bad because his kidnappers brought sandwiches. Chuck (NBC, Mar 21) 206
6 Wizards of the Coast Games Dungeons & Dragons — Wolowitz comments on the way that Sheldon plays a board game. The Big Bang Theory (CBS, Oct 6) 205
7 Rolex Laura comments on the price of a watch she purchased before she realizes it may have been stolen. Pan Am (ABC, Oct 30) 204
8 Snapple Waldon drinks a beverage while talking to Alan about his breakup. Two and a Half Men (CBS, Oct 17) 203
9 Hasbro Scrabble — Dick tells Susan that he’d rather play Scrabble than talk to her. Desperate Housewives (ABC, Jan 16) 200
10 Hasbro Monopoly — Penny wants to play a board game after getting home from a trip with Tom. Desperate Housewives (ABC, Oct 2) 199
Source: Nielsen
Data from January 1, 2011 – November 30, 2011. Broadcast Prime. The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/product of a branded integration they were exposed to during the normal course of viewing Dramas/Sitcoms. These scores are then indexed against the mean score for all integrations occurring in this genre during the time period (Recall Index). 100 equals average.
Note: For this analysis, branded integrations were only considered if the occurrence had visual elements (i.e., was “seen” on-screen) or both visual and auditory elements (i.e., was both “seen” and “mentioned”). Only first-run episodes were considered. Both planned and incidental exposures were included.
Top 10 Primetime Programs with Product Placement Activity
Rank Program Network Total Number of Occurrences
1 American Idol FOX 577
2 The Biggest Loser NBC 533
3 The Celebrity Apprentice NBC 391
4 Dancing with the Stars ABC 390
5 The X Factor FOX 312
6 Extreme Makeover: Home Edition ABC 224
7 America’s Got Talent NBC 220
8 Friday Night Lights NBC 201
9 America’s Next Top Model CW 178
10 The Amazing Race: Unfinished Business CBS 161
Source: Nielsen
Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s