After the swivel-eyed loonie warbled and wailed its way through Somebody To Love and Chain Reaction, making everybody believe that the price-comparison outfit had ventured into some sort of lonely hearts website for crazy cult members, there’s now an advert out trying to reiterate the point that it’s actually a website about comparing insurance quotes – something about ten billion miles away from a strange karaoke with a load of weird squiggles bouncing their tits around.
Too little too late? However annoying the meerkat, Go Compare and Moneysupermarket ads are, there’s an undoubted clarity of purpose to them. The new Gio-in-space and John Prescott Money Supermarket ads suggest that these memes have a lot further to run, so I thought I’d do a poll to see which are peoples’ favourites of the price comparison ad wars.
Vote for your favourite at the bottom. Before you get there, here’s a reminder.
These were, apparently, the best-loved adverts of 2010, according to some kind of complicated algorithm from Nielsen.
The research includes 1.5 million votes cast by British viewers on the ‘likeability’ of various adverts and how much they remembered it.
On this basis, the ubiquitous meerkat adverts came out on top, with a ‘likeability index rating’ of 256; 2.56 times more popular than the average new commercial during 2010.
Second was an advert for Magners, one of many overwhelmingly Oirish adverts that blighted the channels over 2010; while utterly forgettable adverts for the likes of Maltesers, Cushelle and Velvet were also ranked in the top ten.
So, what does all of this mean? Very little, beyond the redundancy of many tracking metrics deployed in advertising and marketing to reassure advertisers and marketers that they’re doing a top-hole job.
These adverts may have been ranked as memorable and likeable, but it’s hard to read anything more significant into these figures. Are these good adverts? In the main, no. Did they give a return on investment? There’s no data here to suggest they did. What was the penetration? Who knows? Did they raise the profile of the brand? Perhaps, that’s the easiest conclusion to draw from this bizarre set of data, though how familiar and fondly thought-of the brand already is is debatable; as is how memorable they after after a year; while how these adverts automatically become ‘best-loved’ is beyond me.
No doubt Nielsen would love to tell you more about its advert rankings and audience research – for an absolutely whopping fee. I’d be more than happy to give rather more succinct views on the adverts below, for a much smaller one.
‘Best-Loved’ Adverts Of 2010
(Descriptions in italics are Nielsen’s; in plain are mine)
Story of meerkats fighting an army of mongooses in a snowy landscape
Meerkats uber Alles.
2. Magner’s Irish Cider
Clonmel home of Magners Cider; lorry over golf course; through brick wall