AT&T Is Most-Loved Network — Based on Ads
AT&T may not be the most-loved wireless carrier based on customer service — AT&T ranked last in Consumer Report's 2011 carrier satisfaction survey — but its summer ads scored big with TV viewers.
Media analyst firm Nielsen reported that AT&T dominated their rankings of most liked ads for wireless carriers over the past summer, capturing four of the five top spots. All four of AT&T's winning ads aired during the London 2012 Olympics , featuring real people setting goals. AT&T also added recent footage from the games — sometimes within hours of an event — to their ads over the course of the competition, and that's what really set its ads apart from those of other wireless carriers.
Nielsen's likeability score consisted of several measurements: the percentage of survey respondents who saw the ad, remembered the ad, remembered the brand and liked the ad. AT&T, Verizon, T-Mobile and Sprint were included in this research. The average score for wireless carrier ads was 14 percent.
AT&T's top-rated ad scored 32 percent and featured a young cross country athlete setting his distance goal based on reading Homer's "The Odyssey" on his smartphone. The company's other top-ranked ads followed a similar theme. The only other carrier to score in Nielsen's top five was Verizon with a Father's Day ad that ran in June, featuring a conversation between father and son at a Verizon store.
All five ads had several of the elements that make for memorable ads, which Nielsen pinpointed in an earlier report. [SEE ALSO: Why You Remember Certain Ads ] Simple storylines and relatable characters figured prominently in carrier ads, but it seems that adding new clips made the difference — AT&T delivered likable ads with fresh material and held the interest of viewers.
Here's AT&T's winning ad. Do you remember this one?