Online Exclusive: IAG Ad Ratings

MONTH'S TOP 10 MOST-LIKED, MOST-RECALLED NEW TV SPOTS

Consumers Rate GE Dancing Elephant Spot Most Liked

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IAG TOP 10 MOST-LIKED NEW TV ADS
April 25 - May 22, 2005
TOP MOST-LIKED SPOT
As part of a new global branding campaign to soften its image with an ecologically friendly spin, GE takes its advertising into the jungle to spend some time with snakes, monkeys and a dancing elephant. Viewers loved the spot by BBDO, New York, which has the look and feel of something from a Walt Disney animated film for children.
Rank Brand Description Index
1 General Electric Ecomagination -- Animals in rainy jungle watch as elephant dances to 'Singing in the Rain.' (:30) 200
2 General Electric Ecomagination -- Animals in rainy jungle watch as elephant dances to 'Singing in the Rain.' (:45) 191
3 Diet Pepsi Yoda used Jedi mind trick to get man's burger and fries but can't get his Pepsi. 173
4 Nike nikeID.com -- Little boy with no shirt takes a number out of his brain. 169
5 Nike nikeID.com -- Man in kitchen on phone discusses basketball moves. 158
6 Chase Man reminisces about life with his daughter as she prepares for wedding. 152
7 Oreo Cookies Double Stuff Peanut Butter Creme -- Little boy at circus shares cookie with baby elephant. 152
8 TheTruth.com Fair Enough -- Spoof TV show spot lampoons tobacco marketing efforts. 151
9 Hewlett-Packard PhotoSmart System -- Penguins from movie 'Madagascar' use pictures to cover their escape. 146
10 Nissan Altima SE-R -- Man starts car and turns car into a disco, people in car dance to funky song. 145
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of April 25 to May 22. The Likability score is the percentage of TV viewers who report to like "a lot" an ad they were exposed to during the normal course of viewing TV (among those recalling the brand of the ad). These scores are then indexed against the mean score for all new ads during the period (Likability Index). 100 equals average.
IAG TOP 10 MOST-RECALLED NEW TV ADS
April 25 - May 22, 2005
TOP MOST-RECALLED SPOT
Jared, the former fat man, is back at Subway to take pot shots at McDonald's, Burger King and Wendy's because they don't bake their bread fresh in their stores. Produced by MMB of Boston, this spot of the spokesman standing next to a Subway bread oven was the month's most-recalled commercial.
Rank Brand Description Index
1 Subway Fresh Bread -- Jared stands next to bread oven, notes that you won't find him or bread ovens at McDonald's, Burger King or Wendy's. (:30) 235
2 Apple iPod and iTunes -- Black silhouettes breakdance to techno music in front of colorful background 231
3 Wendy's Mediterranean Chicken Salad -- Co-workers at round table rate their salads, make noises. 214
4 Subway Fresh Bread -- Jared stands next to bread oven, notes that you won't find him or bread ovens at McDonald's, Burger King or Wendy's. (:15) 209
5 Wendy's Mediterranean Chicken Salad -- Women in office struggle over salad; another eats salad with chicken, feta and red wine vinaigrette. 204
6 Pizza Hut 3 Cheese Stuffed Crust Pizza -- Three wheels of cheese collide and make pizza with melted cheeses inside crust. 204
7 Propel Fitness Water from Gatorade, athletes come from water drops. 202
8 Apple iPod and iTunes -- Black silhouettes roller skate against colorful backgrounds. 199
9 Old Navy Swimwear -- People on beach in swimsuits run and dance as girls sings a swimsuit song. 198
10 Classmates.com School Photos and Yearbooks -- Doesn't matter when or where you went to school, you can find old friends. 194
Source: IAG Research (iagr.net)
Source: IAG Research (iagr.net) Only new ad executions considered, airing weeks of April 25 to May 22. The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all new ads during the period (Recall Index). 100 equals average.
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