BT’s ad featuring Spanish girls visiting a neighbour’s flat to use their broadband whilst visiting London for the Olympics was the most memorable Olympic-themed TV advert in the UK from an official sponsor in 2012.
Dubbed “Hola”, the ad was 36 percent more likely to be remembered than the average Olympic-themed TV ad from an Olympic sponsor, according to figures released today by Nielsen – the official Market Research Services Provider to the 2012 Games. BT’s ad was narrowly ahead of McDonald’s free Olympic glass giveaway (which was 32 percent more memorable than the average Olympic sponsors’ ad). Third was Visa’s ad, featuring Olympic sprint champion Usain Bolt racing a man across London to the Olympic stadium. Part of its “Flow Faster” campaign, the ad was 30 percent more memorable than the average Olympic sponsors’ ad.
Nielsen’s recall (or memorability) score is based on the percentage of TV viewers who can recall within 24 hours the storyline of an ad they were exposed to during the normal course of their TV viewing. Every new ad aired on ITV1, Channel 4, Five and Sky 1 in the evenings since 1 January 2012 up to the end of the Olympics was covered.
Just outside the three podium places was Fairy’s “20,000 dishes” ad, featuring a child growing up into an athlete as he runs along tables of plates (23 percent more memorable than the average ad), and Cadbury’s ad, showing Crème Eggs bursting inside the Olympic stadium (21 percent more memorable).
Nielsen VP of advertising effectiveness for Europe, Darren Moore: “Many of the sponsors gave their ads an Olympic theme by making Olympic athletes or Olympic venues central to their creative. The most memorable ad, from BT, instead, integrates an Olympic-themed storyline into its already-recognisable series of ads featuring a group of flat-sharing friends.”
Most liked ads
Samsung’s “Everyone's Olympic Games” featuring David Beckham was the most liked TV ad, being 35 percent more liked than the average Olympic-themed ad from an official sponsor during 2012. This was followed by Procter & Gamble whose “Kids” ad – featuring Olympic athletes portrayed as children – was 30 percent more liked than the average ad.
In a tie for third place were BT’s “Hola” and watchmaker Omega’s “Start me up” – both 25 percent more liked than average. Omega’s ad featured a host of Olympic athletes including Britain’s Jessica Ennis. Visa’s Usain Bolt ad completed the top five – 20 percent more likeable than the average Olympic sponsors’ ad.
Moore concludes: “Capturing the excitement of the Olympics was clearly the best way to create ads that people really liked. Samsung, P&G and Omega managed to fuse this excitement with emotive imagery to really connect with TV viewers. In addition, using popular icons is a tried and trusted method of achieving advertising effectiveness, and Samsung’s use of David Beckham has helped it to the likeability gold medal.”