AT&T Tops Carriers For 'Likeable' Ads
U.S. decathlon gold medalist Ashton Eaton helped AT&T swamp the
competition when it came to TV spots run this summer by the U.S. major wireless carriers. Betting big on Olympic-themed campaigns, AT&T had four of the five “most-liked” TV ads,
according to Nielsen data released today.
The media research firm determines likeability based on the percentage of adults who remembered the ad, remembered the brand and liked the ad. Using that criteria, the top-rated ad was AT&T’s 30-second spot featuring a young athlete inspired by watching (on an AT&T-powered device) Eaton clinch the decathlon gold by winning the 1,500 meter race at the Olympics.
That ad had a likeability score of 32%, compared to a norm of 14% for the wireless category. Another that ran frequently during the Olympics broadcasts featured U.S. swimmer Lochte appearing to swim across the ocean to arrive at the Summer Games in London. It came at No. 5, with a 17% likeability score.
“AT&T was able to capitalize on the timeliness of the London Games with innovative, ‘real-time’ ads, using actual London 2012 footage in their ads, sometimes including events that aired just hours prior. Repeated imagery of athletes achieving and exceeding goals resonated with viewers,” stated a Nielsen blog post.
Verizon managed to prevent a complete AT&T sweep by taking fourth place with a Father’s Day spot in which a father and son shopping in a Verizon store manage to bond over the 4G Droid Razr, albeit mainly through gestures and grunts. Now if AT&T could only do as well against its wireless rivals in customer satisfaction ratings.
Recent Online Media Daily Articles
-
FTC's Ohlhausen Questions Privacy Recommendations May 21, 6:05 p.m.
The Federal Trade Commission's 2012 privacy recommendations could unintentionally disadvantage smaller online ad companies, Commissioner Maureen ... -
Subway's Comedy Promotes Brand, Content Strategy May 21, 2:43 p.m.
Setting a new bar for brands and their programming aspirations, Subway’s scripted comedy series, "The 4 ... -
Future of Social, Digital Shops In Doubt May 21, 1:48 p.m.
Companies talk a lot about fully integrated marketing strategies. One result may be the demise of ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ...
Be the first to comment on "AT&T Tops Carriers For 'Likeable' Ads"
Leave a Comment