A survey of Olympics TV watchers conducted by Nielsen has named a BT ad featuring Spanish girls visiting a neighbour's flat to make use of their broadband the most memorable ad of London 2012.
‘Hola’ was deemed to be 36% more memorable than the average Olympic-themed ad from a Games sponsor, outpacing rivals including a Visa advertisement dubbed ‘Usain Bolt vs London’ which saw the Jamaican sprinter race across London on route to the stadium.
This placed third in the ranking after being found to be 30% more memorable.
Sandwiched between the two was McDonald’s whose Olympic glass giveaway saw it just miss out on the top slot with a score of 32%.
Nielsen’s score was based on the percentage of viewers able to recall an ad 24 hours after having watched it during the normal course of their TV viewing.
Nielsen VP of advertising effectiveness for Europe, Darren Moore said: “Many of the sponsors gave their ads an Olympic theme by making Olympic athletes or Olympic venues central to their creative. The most memorable ad, from BT, instead, integrates an Olympic-themed storyline into its already-recognisable series of ads featuring a group of flat-sharing friends.”
In a separate poll Samsung’s ‘Everyone’s Olympic Games’ ad starring David Beckham was named as the most liked.