Profile: Jeremy Gilley

The man marketing world peace

CompareTheMarket 'most liked' TV ad of 2012

The CompareTheMarket.com ad featuring Meerkat brand characters Sergei and Alexsander handing a window cleaner his free Meerkat toy was the ‘most-liked’ TV ad of 2012 fending off The British Heart Foundation’s Vinnie Jones-starring ‘Staying Alive’ spot, according to Nielsen.

CompareTheMarket window

The price comparison site’s ad means it is the only brand to have appeared in Nielsen’s Annual Top 10 in each of the last three years with retailer John Lewis the only one to appear twice.

Source: YouTube

The CompareTheMarket and British Heart Foundation’s ads finished first and second respectively in the list with Kerrygold Butter’s ad featuring a man telling the story about the brand’s Irish heritage and the John Lewis spot showing a meeting between a man and woman from different eras finishing directly behind them.

Source: YouTube

Nielsen ranked the TV ads on ‘likeability’ and ‘memorability’ each day with the list based on over 1.25 million survey results from viewers watching evening TV in the UK.

Darren Moor, Nielsen’s VP of advertising effectiveness, says: “Animals have replaced celebrities as the new stars of many of the nation’s favourite TV ads in 2012, and we expect their effectiveness as brand icons and storytellers to continue as a theme next year.”

Top ten most liked TV ads rankings

RankBrandAd summaryLikeability
1CompareTheMarketMeerkats give window cleaner Meerkat toy.205
2British Heart FoundationVinnie Jones hands-only CPR to ‘Staying Alive’.190
3Kerrygold ButterMan tells story about butter guy in Ireland.186
4John LewisMan and woman from different eras interact.176
5Birds Eye FoodsStuffed bear calls woman in freezer about rice.173
6Lindt ChocolatesChocolates shown being made.166
7Andrex Toilet PaperPuppies playing to promote guide dogs.163
8ThinkboxTV reveals dog and rabbit are good friends.161
9Carte Noire CoffeeHusband changes appearance after getting coffee.161
10Cathedral CityChildren running home.158


Readers' comments (2)

  • My grand daughter hates the confused.com advert because she says she doesn't want to be confused. She is 6 years old.

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  • Whilst I can appreciate it is good to know what works,i would have thought it would also be good to find what turns the audience off. Can I start by nominating two adverts which ground on me not just because of the ad but for the frequency in which they were shown.
    Go Compare - the camp dancer unable to switch xmas lights on.
    Audi - the Ugly Duckling.

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