BtoB

FedEx, Apple make list of most-liked ads of 2003

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New York--IAG, a company that measures TV advertising, announced Thursday its list of the 10 most-liked ads of 2003. Only two b-to-b advertisers, FedEx Corp. and Apple Computer Corp., cracked the Top 10.

FedEx’s “Castaway” spoof, which debuted during last year’s Super Bowl, placed second with a likeability index of 220. Apple’s PowerBook ad featuring NBA player Yao Ming placed sixth with a likeability rating of 195.

Budweiser, with its Super Bowl spot featuring a zebra watching a football instant replay of a Clydesdale’s hooves, placed first with a likeability index of 262.

-- Sean Callahan

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