Within the massive Nielsen TV ratings panel lies the ability to query a number of different rankers from viewers—everything from television shows, DVDs, video games, books, consumer purchasing trends, mobile phone details and advertising (which we’ll look at today). The Nielsen Company published a number of these rankers, from data acquired January 1 – November 28. Betty White’s big comeback with TV Land’s “Hot in Cleveland” has given her the Midas Touch as well for advertisers in likeability. Speaking of which, it seems viewers like candy ads in general.
For advertising lists, only new broadcast primetime ad executions were 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), among persons 13+. With a likeability index of 226 the top ad from Snickers ad is liked 2.56 times more than the average broadcast primetime ad during 2010.
Top 10 Best-Liked TV Commercials
1 Snickers Super Bowl – Betty White is tackled in football and later transforms into a young man after taking a bite of a candy bar (:30)
Likeability Index 226
2. Snickers. Betty White is tackled in football and later transforms into a young man after taking a bite of a candy bar (:15)
Likeability Index 217
3. Target. Smoke Detector – Black smoke billows over discarded items on the beach and then flies way, “Lost” tie-in (:15)
Likeability Index 216
4 M&M’s. Candies fight back when a husband tries to get some snacks to eat from the cupboard (:30)
Likeability Index 213
5. Samsung. 3D LED TV – Family sits on a couch as fish and a manta ray fly out from 3D television screen (:15)
Likeability Index 196
6. Snickers. Aretha Franklin is called a diva by friends on a road trip and later transforms into a young man after taking a bite of a candy bar (:30)
Likeability Index 195
7. Chef Boyardee. Big Beef Ravioli – Woman knocks over a display to keep her child from hearing there are vegetables in his food (:30)
Likeability Index 193
8. M&M’s. Candies campaign like politicians to be chosen as the favorite color (:15)
Likeability Index 186
9. Starburst. A Korean Scottish man talks about a screaming mime being a contradiction, much like a solid but juicy candy (:30)
Likeability Index 184
10. M&M’s. Candies fight back when a husband tries to get some snacks to eat from the cupboard (:15)
Likeability Index 182
Below are the placements that delivered the greatest percentage of viewers who both recalled and cited an improved opinion of the integrated brands, among persons 13+. Broadcast Primetime Networks included ABC, CBS, CW, FOX, NBC. 100 equals average. For example, with a Brand Opinion Index of 353, the 1-800-FLOWERS ad was seen as 3.53 times more effective compared to other integrated brands. Needless to say, you can’t get much better brand integration than CBS’ “Undercover Boss.”
Top 10 Most Effective Product Placements on Brand Opinion Rank
1. 1-800-FLOWERS. Company president goes undercover to investigate business from the inside. Undercover Boss (CBS, 4/11/10 & 8/15/10)
Brand Opinion Index 353
2 Subway. Chief Development Officer goes undercover to investigate business from the inside. Undercover Boss (CBS, 11/21/10)
Brand Opinion Index 344
3. Sears. Hosts shop to get various home goods; store pays off family’s debt
Extreme Makeover: Home Edition (ABC, 1/24/10 – 11/7/10)
Brand Opinion Index 323
4. Waste Management. President/COO goes undercover to investigate business from the inside. Undercover Boss (CBS, 2/7/10, 2/12/10 & 9/12/10)
Brand Opinion Index 302
5. Ride the Ducks. President/CEO goes undercover to investigate business from the inside. Undercover Boss (CBS, 3/28/10 & 8/29/10)
Brand Opinion Index 293
6. Ancestry.com. People use site to search for information on relatives. Who Do You Think You Are? (NBC, 3/5/10 – 9/3/10)
Brand Opinion Index 292
7. Hooters. President/CEO goes undercover to investigate business from the inside. Undercover Boss (CBS, 2/14/10, 8/1/10 & 9/19/10)
Brand Opinion Index 278
8. DirecTV. President/CEO goes undercover to investigate business from the inside. Undercover Boss (CBS, 10/10/10)
Brand Opinion Index 271
9. Subway. Different characters eat sandwiches and mention the restaurant chain. Chuck (NBC, 3/8/10 – 11/15/10)
Brand Opinion Index 270
10. Roto-Rooter. President/COO goes undercover to investigate business from the inside Undercover Boss (CBS, 4/4/10 & 7/25/10)
Brand Opinion Index 260
