Top ten ads of the week: Comparethemarket.com baby meerkat secures top spot

Counting down the ten most recalled ads, in association with TNS and Ebiquity.

In the battle of the price comparison websites, Comparethemarket.com's TV ad featuring a new baby meerkat was by far the most-recalled ad of the week, with a highly impressive recall rate of 72%.

It defeated rival Gocompare.com into second place, with Confused.com in sixth spot. Elsewhere, Thomas Cook's latest ad starring actor James Nesbitt was the third most-recalled campaign, while Oxfam also snuck into the top 10.

Brand: Comparethemarket.com

Agency/TV Buyer: VCCP/ZenithOptimedia

Recall: 72%

Brand: Gocompare.com

Agency/TV Buyer: Fold7/Carat

Recall: 51%

Brand: Thomas Cook

Agency/TV Buyer: Publicis London/Carat

Recall: 46%

Brand: Dyson Ball

Agency/TV Buyer: in-house/Mindshare

Recall: 45%

Brand: Aviva

Agency/TV Buyer: Abbott Mead Vickers BBDO/ZenithOptimedia

Recall: 39%

Brand: Confused.com

Agency/TV Buyer: Publicis/PHD

Recall: 38%

Brand: SCS

Agency/TV Buyer: Martin Tait Redheads/Martin Tait Redheads

Recall: 38%

Brand: DFS

Agency/TV Buyer: Krow/MediaCom

Recall: 36%

Brand: Now TV

Agency/TV Buyer:  WCRS/MediaCom

Recall: 31%

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Brand: Oxfam

Agency/TV Buyer: RKCR/Y&R/ZenithOptimedia

Recall: 31%

Adwatch research was conducted from 16 - 20 January 2014 by TNS as part of its twice-weekly OnLineBus omnibus among 1000 adults aged 16-64. For details of the survey, contact Anita.Emery@tnsglobal.com (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).

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