Nielsen’s Most-Liked New Ads of 2011


Nielsen this week released its list of the top advertisements of the year.

“The lists demonstrate that reality and scripted shows continued to find innovative ways to integrate brands into their broadcast primetime programming. The best liked ads reflect the enduring value of traditional ad elements that have withstood the test of time – strong creative, simple and engaging messaging, and a solid emotional connection,” says Nielsen in a blog post.

The commercials must have aired in U.S. primetime on a broadcast channel any time from Jan. 1 to Nov. 30, 2011. The Likeability Score is the percentage of TV viewers who report to like “a lot” an ad they were exposed to during the normal course of viewing TV, with these scores indexed against the mean score for all new ads during the period (Likeability Index). (100) equals average.

The #1 best-liked ad is Volkswagen’s Star Wars nod of a Super Bowl ad (“The Force,” or as many called it, “Little Darth Vader”) for its new Passat, at top, which scored 231 on Nielsen’s Likeability Index. Read about the rest of the top 10 below.[more]

2. Oreo – Boy wakes up father at midnight for a Father’s Day treat (201)

3. St. Jude’s – Shaun White sits with kids, who wear wigs matching his hairstyle (191)

4. Hallmark Cards – Deployed soldier shares holidays via family-recorded storybook (190)

5. Real California Milk – Cow tells mother to lose the “mom jeans” and show off her “bundt cake” (189)

6. Doritos – “Crash the Super Bowl” spot, man licks snack crumbs off his coworker’s fingers (188)

7. Target – Boy in gecko costume uses sticky hands to take all of the candy when trick-or-treating (187) 

8. M&M’s Pretzel — Candy and pretzel combo prefer to be eaten by attractive woman than man they call “Hungry Eyes” (186) 

9. Marie Callender’s & Reddi-Wip – Boy is happy to sit at the adult table but returns to eat with the kids when they are served pie and whipped cream. (185)

10. Pepsi – “Music Icons” commercial paid tribute to brand endorsers over the years, including Michael Jackson, Ray Charles, Britney Spears, Kanye West, and Mariah Carey (184)