Currys & PC World ad beats Coca-Cola as most effective football-themed ad, Nielsen study finds

Currys & PC World’s Football Fibs TV ad has scored the highest Brand Recall of all football-themed TV commercials in the UK, beating Coca-Cola and Nike, according to a study by Nielsen.

The global insight company 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.

Each brand was awarded a score which 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. The scores were then indexed against the mean score for all ads.

  1. Currys & PC World scored 166
  2. Pot Noodle scored 124
  3. Coca-Cola scored 121
  4. Nike scored 117
  5. M&Ms scored 110

The results show that out 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 (100) 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.

Nielsen UK head of media James Oates explained: “A major contributor to these results is that the Currys & PC World ad resonates with both men and women. 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 to produce a message that lands effectively with both sexes.

The findings are based on Nielsen’s TV Brand Effect (TVBE) service, which has collected data every day since 1 January 2010 on more than 30,000 adverts that have aired on the UK’s major commercial TV channels. TVBE measures how TV advertising ‘resonates’ with consumers.

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