2009 Super Bowl Top 10 Most-Liked, Most-Recalled Spots

Nielsen IAG Ad Ratings: Consumers Like Budweiser's 'Clydesdale Stick' Ad Best

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NIELSEN IAG TOP 10 BEST-LIKED 2009 SUPER BOWL ADS
TOP BEST-LIKED SPOT
Budweiser ran three ads in this year's Super Bowl that featured its Clydesdale mascots, but the one that viewers liked the best was the one that pitted the horse against the dalmation in a game of fetch.


Advertising Age Embedded Player
Rank Brand Description Index
1 Budweiser Man plays fetch with Dalmatian as a nearby Clydesdale gets jealous; after the dog returns a twig to the owner, the Clydesdale delivers a tree branch (:30) 175
2 Doritos Every time man bites a chip the crunch causes something to happen; woman loses clothes; ATM spits out money; man gets hit by a bus (:30) 153
3 Doritos It's my crystal ball; it looks like a snow globe; free Doritos at the office today?; man throws snow globe into vending machine; will i get that promotion? (:30) 153
4 Pedigree People interacting with unusual pets like rhino, ostrich, boar, ox; maybe you should get a dog; help us help dogs with Pedigree Adoption Drive (:30) 152
5 Careerbuilder.com It can be hard to know when you need a new job; if you hate going to work; coworkers don't respect you, daydream of punching small animals; it may be time (:60) 149
6 Budweiser Jake the Clydesdale tells story of his great grandfather; he set out in search of his destiny in America; Jake is running in his footsteps three generations later (:60) 144
7 Budweiser Clydesdale and Daisy are separated by trainer; "Ain't No Mountain High Enough" plays while Clydesdale searches for Daisy; horses reunite at circus (:60) 135
8 Bridgestone Astronauts drive space age land rover over moon surface; leave vehicle to collect rocks and dance; aliens steal tires and fly into space (:30) 132
9 NFL Usama Young from the New Orleans Saints and his father; describes how he was a snow cone vendor and got in trouble for high-stepping on field (:60) 132
10 Pepsi "Forever Young" song; Bob Dylan and will.i.am in sunglasses side-by-side; skateboarders; lights held up at concerts; van from old to new (:60) 127
NIELSEN IAG TOP 10 MOST-RECALLED 2009 SUPER BOWL ADS
TOP MOST-RECALLED SPOT
Turns out consumers remember things that they also like. The most-recalled spot was also the most liked, Budweiser's Dalmation vs. Clydesdale game of fetch.


NOT FOR PREROLLS
Rank Brand Description Index
1 Budweiser Man plays fetch with Dalmatian as a nearby Clydesdale gets jealous; after the dog returns a twig to the owner, the Clydesdale delivers a tree branch (:30) 159
2 Budweiser Clydesdale and Daisy are separated by trainer; "Ain't No Mountain High Enough" plays while Clydesdale searches for Daisy; horses reunite at circus (:60) 157
3 Bud Light Two men discuss drinkability outside ski lodge; man outlines trees on ski slope to describe how other beers go down; skier falls and crashes (:30) 149
4 Doritos It's my crystal ball; it looks like a snow globe; free Doritos at the office today?; man throws snow globe into vending machine; will i get that promotion? (:30) 149
5 GoDaddy.com Friends talk about new domain name and website; anything can happen; Danica Patrick is shown taking her fifth shower; add German woman to scene (:30) 141
6 Doritos Opera music; every time man bites a chip the crunch causes something to happen; woman loses clothes; ATM spits out money; man gets hit by a bus (:30) 134
7 Bud Light Various people discuss budget in conference room setting; man in tie suggests they stop buying Bud Light for meetings and is flung out the window (:30) 134
8 Denny's Gangsters sit at booth; waitress interrupts men with whipped cream; isn't it time for a serious breakfast?; Free Grand Slam on Tuesday for everyone (:30) 125
9 Cash4Gold.com Ed McMahon; now's the time to send your unwanted gold for cash; MC Hammer; I can get cash for gold medallion of me wearing a gold medallion (:30) 124
10 GoDaddy.com Women in court room; Major League Enhancement Hearing; Danica Patrick says she enhanced her image with domain name and website (:30) 123
Source: Nielsen IAG, 2/1/09

The Likeability score is the percentage of viewers who report to like "a lot" an ad they were exposed to during the normal course of viewing the Super Bowl, among those recalling the brand of the ad. These scores are then indexed against the average score for all Super Bowl ads (Likeability Index). 100 equals average. For example, with a Likeability Index of 175, the Budweiser "Fetch" ad was 75% better-liked than the average Super Bowl spot.

The Recall score is the percentage of viewers who can Recall the brand of an ad they were exposed to during the normal course of viewing the Super Bowl. These scores are then indexed against the average score for all Super Bowl ads (Recall Index). 100 equals average. For example, with a Recall Index of 159, the Budweiser "Fetch" ad was 59% better-recalled than the average Super Bowl spot.

Notes: The above Top 10 lists are based on 11,466 surveys of Super Bowl viewers; 51 unique national creative executions (excluding Movie spots) during Q1-4 and Halftime were considered for the list.
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