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10 Most-Recalled New Traditional Ads Sept.Oct. 2008
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10 Most-Recalled New Traditional Ads Sept.Oct. 2008

According to data from Nielsen IAG, a Volkswagen ad featuring actress Brooke Shields was the most recalled new “traditional” ad during the four weeks between September 15 and October 12, 2008.

Recall refers to the percentage of television viewers who can recall, within 24 hours, an ad’s sponsor.

Rank Brand Traditional Ad Description Recall Index
1 Volkswagen Routan–Babies in nursery are shown; Brooke Shields says these are the Routan babies; have a baby for love, not a Routan 216
2 KFC KFC $10 Challenge–Mom and kids go to grocery store and try to get all ingredients to make chicken under $10; we’re over $10 (:15) 215
3 DirecTV Girl says they’re here, spirits burst thru screen; Craig T. Nelson says instead of watching channels in HD, we’re stuck watching cable 208
4 Volkswagen Routan–Brooke Shields says husband brought wife to dealership for an intervention because she wants to give birth simply for German engineering 204
5 Clue (Hasbro) Imagine you’re a celebrity at a party everyone’s dying to attend; someone dies; you discover where, with what weapon, and who did it 204
6 KFC KFC $10 Challenge–Mom and kids go to grocery store and try to get all ingredients to make chicken under $10; we’re over $10 (:30) 201
7 Volkswagen Routan–Brooke Shields talks about women getting pregnant just to get a Routan and every single one of them is in complete denial 201
8 Duracell Mom looks for son and calls for him; uses BrickHouse Child Locator and finds him; the only battery BrickHouse trusts is Duracell 200
9 Tyson Chicken Nuggets–kids devise ways for disposing food; crispy on the outside, juicy on the inside; now made with 100% natural ingredients 191
10 Domino’s Oven Baked Sandwiches–Domino’s guy delivers to Sub-Mart; I have an oven baked sandwich for Steve; leave it on the side of the building 190
Source: The Nielsen Company (September 15, 2008 – October 12, 2008).
Note: Nielsen IAG’s ranking of the Top 10 Most Recalled New Traditional Ads includes new executions only. Nielsen IAG’s panel includes viewers ages 13 and older.

A traditional ad’s “recall score” is the percentage of television viewers who can recall, within 24 hours, the sponsor of an ad they were exposed to during the normal course of viewing primetime TV on the broadcast networks.

Recall scores are indexed against the mean score for all new traditional ads during the time period to calculate an ad’s “recall index.”

A recall index of 100 indicates average recall. A recall index of 216, for example, means that an ad has proven to be slightly more than twice as memorable as the average new ad during the four-week time period.

Read coverage of Nielsen’s findings in Ad Age.