Currys & PC World win Nielsen's TV ad effectiveness survey
| 12 June 2014
In the weeks counting down to the World Cup 2014, Currys & PC World's Football Fibs TV advert has scored the highest raring in a Nielsen brand recall survey among football-themed TV commercials in the UK.
With such spots on stress rotation due to the imminent kick off of the football tournament in Brazil, Nielsen analysed the brand recall of 28 TV ads classed as football-themed, to see if viewers exposed to the ads were able to recall them and correctly attribute them to the right brand. The findings are based on Nielsen's TV Brand Effect (TVBE) service, which has collected data every day since 1st January 2010 on more than 30,000 adverts that have aired on the UK's major commercial TV channels. TVBE is designed to measure how TV advertising 'resonates' with consumers. The brand recall score is the percentage of TV viewers who can recall within 24 hours the storyline and brand of an ad they were exposed to during the normal course of their TV viewing. These scores are then indexed against the mean score for all ads.
With a brand recall index of 166, the Currys & PC World campaign was proven to be 1.66 times more memorable than the UK average based for all campaigns running from 1 March 2013 to 1 March 2014. The brand recall index rating was 42, 43 and 49 points ahead of nearest rivals Pot Noodle, Coca Cola and Nike respectively. Findings were calculated from the point a campaign was launched to 8 June 2014.
Of the 28 football-themed adverts measured by Nielsen in the run up to the World Cup, only five campaigns currently index above the UK norm for all ads. It also shows that out of these campaigns, Coca Cola is the only official sponsor that has achieved Brand Recall above the UK average.
"A major contributor to these results is that the Currys & PC World ad resonates with both men and women, explained Nielsen UK head of media James Oates. "The majority of other football-themed campaigns airing on the main TV channels are targeted at men. But the Currys & PC World campaign has managed to bridge that divide ...[It] includes many of the traits common to successful TV campaigns. Each advert is simple, humorous, has a clear and relatable story, which includes the product. In terms of likeability, Nike actually scored highest with its huge international Winner Stays campaign. Clearly Nike has once again invested heavily and produced an impactful campaign, but Currys & PC World proves that simple campaigns can often be the most effective."