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Fathers Win Hearts of Commercial Viewers in Q2 2011
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Fathers Win Hearts of Commercial Viewers in Q2 2011

TV ads featuring “fatherly love” were viewers’ favorites among new commercials debuting in Q2 this year. Three of the top 10 most liked new commercials from April to June featured emotive narratives of dads and their sons. The most liked ad, which also ranked as one of the most remembered, was an Oreo spot where a young boy wakes his father up at midnight to share cookies on Father’s Day. Chevrolet’s ad featuring a son saluting his dad upon his return from the military took the second spot, and a Volkswagen ad where a teen tries unsuccessfully to borrow his dad’s car rounded out the top 10 list.

Orville Redenbacher’s Pop Up Bowl commercial, featuring Criss Angel, was the most memorable ad of the quarter.

Nielsen Top Ten Most Liked New Ads, April 1, 2011 to June 30, 2011
Rank Brand Ad Description Likeability Index
1 Oreo Boy wakes up father at midnight for a Father’s Day treat (:15) 199
2 Chevrolet Boy practices saluting with his brother and salutes his returning solider father (:30) 177
3 L’Oreal Revitalift — Woman explains that she “stays young” any way she can (:15) 158
4 Magnum Woman climbs over cars in a traffic jam to get ice cream from a delivery truck (:30) 155
5 Magnum Woman climbs over cars in a traffic jam to get ice cream from a delivery truck (:15) 153
6 Ritz Men play checkers using crackers as playing pieces and then eat the pieces (:15) 149
7 Fancy Feast Man builds a room for a cat and has it wear a necklace asking girlfriend to marry him (:30) 148
8 Red Lobster Four Course Seafood Feast — Soup, then salad and biscuits, choice of entrée, and something sweet (:15) 147
9 Microsoft Windows 7 — Buy a fridge for college, get a free ice tray; or buy a PC for college, get a free Xbox 360 (:15) 146
10 Volkswagen CC — Boy tries to borrow dad’s car but dad writes mileage on driveway (:30) 145
Source: Nielsen

Only new ad executions considered, airing weeks of April 1, 2011 to June 30, 2011. 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. For example, with a Likeability index of 199 the top ranked Oreo ad has proven to be 99% better-liked than the average new commercial during the past three-month period.

Nielsen Top Ten Most Remembered New Ads, April 1, 2011 to June 30, 2011
Rank Brand Ad Description Recall Index
1 Orville Redenbacher Pop Up Bowl — Criss Angel “magically” turns a popcorn bag into a popcorn bowl (:15) 230
2 Subway $5 Footlongs — The Orchard Chicken Salad Sub is the May sub of the month (:30) 221
3 Hershey’s Syrup — Children make chocolate milk to a song saying “stir it up” (:15) 215
4 Oreo Boy wakes up father at midnight for a Father’s Day treat (:15) 214
5 Walmart Ad Match Guarantee — Store employees command that competitor’s price be matched (:30) 213
6 Subway $5 Footlongs — The Orchard Chicken Salad Sub is the May sub of the month (:15) 210
7 Fancy Feast Man builds a room for a cat and has it wear a necklace asking girlfriend to marry him (:30) 208
8 DiGiorno Pizza and Boneless Wyngz — Man gives pizza boy back his menus (:30) 204
9 Volkswagen Tiguan — Boy cannot break a pinata; it spins to reveal the car logo (:30) 202
10 Cheez-It Cheese mocks scientist and is deemed not mature (:30) 201
Source: Nielsen

Only new ad executions considered, airing weeks of April 1, 2011 to June 30, 2011. The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all new ads during the period (Recall Index). 100 equals average. For example, with a recall index of 230 the top ranked Orville Redenbacher ad has proven to be 2.30 times as memorable as the average new commercial during the past three-month period.