NEWS4 November 2009

Dettol tops list of ‘most effective’ adverts


UK— TNS has released a list of the 10 most motivating TV adverts of 2009, based on its Mercury online ad testing tool, which measures ad recognition, message take-out, branding and viewer involvement.

An ad for Dettol’s anti-bacterial spray topped the list, followed by creatives from crisp manufacturer Walkers and breakfast cereal firm Kellogg’s. Also in the top 10 were ads from Apple, Tesco and Premier Inn.

Paul Baker (pictured), director for the Mercury project, said that recent health scares such as the outbreak of swine flu would have helped the Dettol ad resonate with viewers.

He said: “We know that the more an ad emotionally connects with a consumer, the more likely they are to purchase the product or service. In the ad Dettol addresses a problem that a lot of people feel very strongly about and therefore connects with people at a fundamentally emotive level.”

TNS tested more than 200 ads between April and September this year.