Ad Age/IAG's Top Spots

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In Ad Age's first likability index ranking with IAG, Burger King's Angus Bacon Cheddar Ranch burger, featuring "Sopranos" star Tony Sirico, was the victor between Jan. 3 and Jan. 30. Ellen DeGeneres soft-shoed an AmEx spot into second. "Will and Grace" star Megan Mullally in an M&M's ad rounded out the top three.

Rank Brand Ad Description likability Index

1 Burger King Angus Bacon Cheddar Ranch-Tony Sirico wants mechanic to trick out car 205

2 American Express Ellen DeGeneres dances while on hold in kitchen, and other locations 160

3 M&M's Megan Mullally sings about M&M colors, nothing rhymes w/ orange 160

4 Pepperidge Farm Goldfish-goldfish with sunglasses tells fish to avoid bowl and baggies 153

5 Quiznos Sub Oven Roasted Turkey Sub-woman loves how Baby Bob spoils her 151

6 Dove Haircare Wilma Flintstone: hair was stuck in stone age, now can run fingers through it 151

7 THQ Video Games The Punisher-Frank Castle's family murdered, no justice, no mercy 146

8 Nike Pro Apparel-Albert Pujols, Mariano Rivera, Brian Urlacher prepare to play 146

9 Hallmark Card Organizer-boy asks mom for apology card, he shaved brother's head 145

10 Whiskas Meaty Selections-man pours bowl of cat food, wild cats show up at door 144

Source: IAG Research (iagr.net). Only new ad executions considered, airing weeks of Jan. 3 - Jan. 30. 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.

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