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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
ad.
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.
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Top
10 Best Recalled Branded Integrations in Scripted Shows
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|
Rank
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Brand
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Branded Integration Description
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Program (Network/Air Date)
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1
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Subway
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Dean Pelton gives a speech at a ribbon cutting ceremony
where a Subway restaurant is being opened in the cafeteria
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“Community” (NBC, 3/29)
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2
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Subway
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Dean Pelton reveals to Shirley that a vacant space at Greendale Community
College was sold to Subway
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“Community” (NBC, 3/15)
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3
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Porsche
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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)
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|
4
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Chevrolet
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Danny and Steve are shown driving in a silver Chevrolet & passing
police men in silver Chevrolets
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“Hawaii Five-0” (CBS, 11/12)
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5
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Tootsie Roll
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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.
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“Mike & Molly” (CBS, 5/7)
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|
6
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Louis Vuitton
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Finch tells John that Ashley just charged $5,000 worth
of Louis Vuitton suitcases
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“Person of Interest” (CBS, 4/26)
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|
7
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M&M’s
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David Lee offers Veronica a bowl of M&M’s
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“The Good Wife” (CBS,11/25)
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8
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Charmin
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Aaron says he would trade $80 million dollars in the
bank for a roll of Charmin
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“Revolution” (NBC, 9/17)
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9
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Chevrolet
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Danny and Steve get out of a parked Chevrolet car, before investigating a
crime scene in an open field.
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“Hawaii Five-0” (CBS,10/15)"
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10
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Kit Kat
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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.
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“The Middle” (ABC, 10/24)
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Only branded
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.
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|
Top
10 U.S. Advertisers by Industry
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|
Rank
|
Product Category
|
Jan.-Sept. 2012
|
|
1
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Automotive
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$8 billion
|
|
2
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Restaurant – Quick Service
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$3.28 billion
|
|
3
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Automotive Dealership
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$2.84 billion
|
|
4
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Telephone Services – Wireless
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$2.75 billion
|
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5
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Pharmaceuticals
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$2.42 billion
|
|
6
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Motion Pictures
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$2.32 billion
|
|
7
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Department Stores
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$2.23 billion
|
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8
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Direct Response
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$1.47 billion
|
|
9
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Restaurants
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$1.32 billion
|
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10
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Insurance – Auto
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$1.24 billion
|
|
Industry categories were
ranked on total ad expenditure across cable, broadcast (English- and
Spanish-language) spot, syndication, print, radio, direct mail and
outdoors
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Top
10 U.S. Advertisers by Company
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|
Rank
|
Parent Company
|
|
1
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Procter & Gamble Co
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|
2
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AT&T Inc
|
|
3
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General Motors Co
|
|
4
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Toyota Motor Corp
|
|
5
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Ford Motor Co
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|
6
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Comcast Corp
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|
7
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Verizon Communications Inc
|
|
8
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Fiat SPA
|
|
9
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Loreal SA
|
|
10
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Berkshire Hathaway Inc
|
|