Nielsen’s Top TV Ads of 2012
Spending up 7 percent in 3Q12
December 17, 2012
NEW YORK – How to determine the most popular TV ads of the
year? Nielsen has a
likeability index, that’s how. The audience measurement firm has released its
list of the most-liked ads and product integrations through Nov. 30, 2012—excluding
those that played during the Super Bowl. JCPenney scored four of the top 10
spots with the help of a campaign featuring Ellen Degeneres.
10 Most Liked New Commercials
Ellen Harrington (:15)
My dad Dave Thomas (:30)
No receipt no return (:60)
Cran-Cherry George Washington (:15)
Why so many coupons? (:60)
Hide & Seek (:15)
Excuse me, where are all the shoes? (:30)
What’s with the 99? (:30)
I’m Ms. Brown (:15)
Ford Mustang driving down the road changing colors (:60)
Only new ads airing
between Jan. 1 to Nov. 30, 2012, were considered. Top ads were identified by
filtering on general recall, brand linkage, and likeability linkage, then ranked on net likeability.
The Likeability Index was calculated by taking the likeability
score—percentage of viewers who liked the ad “somewhat” or “a lot”—for each
top ad and indexing versus the mean score of all new ads during the same time
period. For example, with a Likeability index of 319 the top ranked
Ancestry.com ad has proven to be 3.19 times as well liked as the average new
Product placements that made this year’s top 10 integrated the specific
brands into the storyline of TV programs, and most placements involved
longer-term show sponsorships. “Community” was down with Subway, and “Hawaii
5-0” was heavy with Chevy.
10 Best Recalled Branded Integrations in Scripted Shows
Branded Integration Description
Program (Network/Air Date)
Dean Pelton gives a speech at a ribbon cutting ceremony
where a Subway restaurant is being opened in the cafeteria
“Community” (NBC, 3/29)
Dean Pelton reveals to Shirley that a vacant space at Greendale Community
College was sold to Subway
“Community” (NBC, 3/15)
Alan tells Robin and Bridget that he’d vote with them for a brand new red
Porsche, then he is shown driving one.
“Two and a Half Men” (CBS, 1/2)
Danny and Steve are shown driving in a silver Chevrolet & passing
police men in silver Chevrolets
“Hawaii Five-0” (CBS, 11/12)
Andre tells Mike and Harry that there are free Tootsie Rolls in the pocket
of their suits; Samuel and Harry try to negotiate a deal in Tootsie Rolls.
“Mike & Molly” (CBS, 5/7)
Finch tells John that Ashley just charged $5,000 worth
of Louis Vuitton suitcases
“Person of Interest” (CBS, 4/26)
David Lee offers Veronica a bowl of M&M’s
“The Good Wife” (CBS,11/25)
Aaron says he would trade $80 million dollars in the
bank for a roll of Charmin
“Revolution” (NBC, 9/17)
Danny and Steve get out of a parked Chevrolet car, before investigating a
crime scene in an open field.
“Hawaii Five-0” (CBS,10/15)"
Frankie tells Brick to unload his Halloween sack of
candy because she is craving a Kit Kat. She uses her foot to take a Kit Kat
from his candy pile.
“The Middle” (ABC, 10/24)
integrations airing in new shows during the measurement were considered and
weighted similarly to commercials.
The U.S. ad spend for the first three quarters of 2012 was up 2.5 percent
across all media types from the same time period in 2011. The biggest
advertisers by spend during the period included Procter & Gamble,
AT&T and General Motors. Categorically, automotive ruled again.
10 U.S. Advertisers by Industry
Restaurant – Quick Service
Telephone Services – Wireless
Insurance – Auto
Industry categories were
ranked on total ad expenditure across cable, broadcast (English- and
Spanish-language) spot, syndication, print, radio, direct mail and
10 U.S. Advertisers by Company
Procter & Gamble Co
General Motors Co
Toyota Motor Corp
Ford Motor Co
Verizon Communications Inc
Berkshire Hathaway Inc
reported the U.S. ad spend for the third quarter of this year, which was up 7
percent compared to a year ago. The presidential election and the Summer Olympics
were the major contributors, Nielsen said. Automotive alone was up 26 percent
in the quarter to $2.7 billion. Fast food advertising reached $1 billion, up 14
percent compared to 3Q11. Auto dealers spent $1 billion, up 22 percent from the
same period a year earlier, and wireless providers bumped their spend up 15
percent to $887.3 million.
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