Wednesday, March 9, 2011

Celebrities like Justin Bieber and Jennifer Lopez make us recall the ads better - New Nielsen stats

The Nielsen Company has analyzed the Top Recalled Ads that aired in this year’s Oscars, and four of them included celebrities.

It is most likely extra efficient to use celebrities marketing a product in a show that is all about celebrities, and that attract people who are curious about gossip and famous people, so results may be biased but the data from Nielsen are still interesting. Keep on reading:

Among the most watched commercials, a Listerine spot with animated Listerine fighters topped the list with 37,715,000 viewers. The most recalled ad was an M&M’s commercial where a criminal threatens to eat an animated M&M hostage in a convenience store holdup. Check it out:

One prominent trend was celebrity ads. Best Buy’s Buy Back Program ad, featuring Ozzy Osbourne and Justin Bieber touting 4G, 5G, and 6G phones, was the strongest celebrity ad in terms of brand recall.

Consumers also remembered the Venus brand in a commercial with Jennifer Lopez singing, dancing, and chasing her children on the beach.

The American Cancer Society ad featuring Celine Dion singing “Happy Birthday” was the sixth best recalled spot. Adrien Brody also did some singing in a Stella Artois ad, where he left women swooning as he serenaded a beer.

Nielsen Top Ten Ads for Brand Recall in the Academy Awards, February 27, 2011
1 M&M’s A criminal threatens to eat candy hostages if demands are not met
2 AT&T Man forgets anniversary and makes a reservation on his phone
3 McDonald’s Ronald McDonald House — Children look for hope inside Happy Meals
4 Best Buy Buy Back Program — Ozzy Osbourne and Justin Bieber present new generations of phones
5 Venus Jennifer Lopez explains how every woman has an inner goddess
6 American Cancer Society Celine Dion sings happy birthday
7 Stella Artois Adrien Brody sings to a beer while women stare and cry
8 Hyundai Sonata Hybrid — People use older versions of technology
9 AT&T 4G — A man throws his friend’s phone from a ski lift
10 Couple dines, goes to a salon, and does tango

The Best Buy and Stella ads were also seen at this year’s Super Bowl but performed significantly better with the Oscars crowd than they did in the Super Bowl. The Hyundai Sonata commercial with people using older technologies in the modern world also premiered during the Super Bowl and saw a bump as the eighth most effective spot for the Oscars. was the only brand premiering a new ad during the Oscars to crack the top 10. This spot featured a couple dining, getting a cut at a salon, and taking tango lessons.

Overall, brand recall for this year’s Oscars jumped 9 percent versus last year.


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