Coke, Birds Eye and AAMI named as top Olympic TV ads

Tim Burrowes

April 9, 2010 10:53

TV ads by Coca-Cola, Birds Eye and AAMI have been named as the top three performers in measures of awareness and impact during their broadcast on the Nine Network throughout the recent Vancouver Winter Olympics.

According to a new Ipsos report which reviewed the performance of 40 different ads broadcast during the Olympics, Coke’s summer campaign came in first, followed by Birds Eye with its animated birds and AAMI’s safe driver TV ad in third place.

Ipsos’ Winter Olympics Advertising Study measured advertising awareness, recognition, branding and impact on consumers in terms of relevance and persuasion. Ipsos also carried out similar research in 2008 for the Summer Olympics in Beijing.

Unlike the ads screened during the Beijing Olympics – where two of the top three TVCs were Olympic themed – none of the top 10 ads during the Winter Olympics had an Olympic theme. Only two out of the 40 ads tested contained Winter Olympics content.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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1 COMMENTS

Lana 9 Apr 10

I would think that the AAMI ad would have had the strongest recall levels… I don’t see how Coke make number 1 when looking at impact, relevance and persuasion? I think their main driver was the money put behind the campaign which drove their R&F.

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