Month's Top 10 Most-Liked, Most-Recalled New TV Spots

Nielsen IAG Research Ad Ratings: Consumers Like Toyota's Prius Ad

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NIELSEN IAG TOP 10 MOST-LIKED NEW ADS
May 4-31, 2009
TOP MOST-LIKED SPOT
Maybe because many parts of the country were waterlogged this spring, but consumers possibly jonesing for some sunshine really took to this spot, for the Toyota's third-generation Prius hybrid, that unspooled an abundance of nature-friendly animation.


Advertising Age Embedded Player
Rank Brand Description Index
1
Toyota
Prius--White car drives through landscape of people dressed as plants, water, and clouds. 171
2
Coca-Cola
Man sleeps on blanket in a park as animated insects work together to turn his bottle of Coke into a waterfall. 165
3
Toyota
Prius--Car tows sun across Earth like a kite; gives the world fewer smog-forming emissions; gives you a 50 MPG rating. 157
4
Nikon
Coolpix--Ashton Kutcher attracts women photographers while dining in restaurant; waves fork & spills wine; takes photo of woman. 145
5
Victoria's Secret
Biofit 7-Way--Introducing 1 bra you can wear 7 ways; women model bras with different strap arrangements. 143
6
Huggies
Rewards Program--Man announces giveaway of diapers for a year; to qualify for offer you must unite male chromosomes with female egg. 140
7
Apple
Mac--Tons of PC's in a line; small screens get out, slow ones leave, no viruses or crashing, everyone leaves; Mac introduces himself. 140
8
Apple
Mac--Helpful Mac Geniuses; must be great to have a real person when you want to get help; PC calls customer care with no success. 131
9
Old Navy
Flip Flops--ON Weekly Exclusive; flip flops are just 1 dollar but is Heather shopping for two?; mannequin carries lots of flip flops. 129
10
Wal-Mart
Taking family of 4 to ice cream shop costs over $10; Breyers ice cream & toppings cost less; make treats at home, save $220 a year. 125
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of May 4 to 31, 2009. The Likeability 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 (Likeability Index). 100 equals average. For example, with a Likeability index of 171 the top-ranked Toyota Prius spot has proven to be about 70% better-liked than the average new commercial during the four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW ADS
May 4-31, 2009
Rank Brand Description Index
1
Hulu
Alec Baldwin in testing facility; beaming TV shows to your lap-based computing boxes for free 24/7, they're finally rotting your brains. 219
2
Marshalls & TJ Maxx
Jane always pays too much for designer labels; friends stage an intervention at clothing store; those prices are crazy. 211
3
Papa John's
The Meats & Tuscan Six-Cheese--"Papa" John Schnatter delivers pizzas to a house full of young people; everyone cheers. 211
4
Cheez-It
Scientists use giant magnifying glass to bake huge cheese wedge over tiny cracker. 198
5
Marshalls & TJ Maxx
Tracy always pays too much for designer labels; friends stage an intervention at boutique; admit you have a problem. 198
6
Old Navy
Adult Swim--ON Exclusive; on the set with the supermodelquins; modelquin faints during tankini commercial; is Heather preggers? 192
7
Healthy Choice
Julia Louis-Dreyfus in agent's office; he shows her head on cardboard standee of older woman; I didn't sign up to be spokesperson. 190
8
Old Navy
Flip Flops--ON Weekly Exclusive; flip flops are just 1 dollar but is Heather shopping for two?; mannequin carries lots of flip flops. 187
9
Victoria's Secret
Biofit 7-Way--Introducing 1 bra you can wear 7 ways; women model bras with different strap arrangements. 184
10
Old Navy
Adult Swim--The supermodelquins in "Tankini Cover Up"; mannequin says she's getting seasick and then faints. 184
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of May 4 to 31, 2009. 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. For example, with a recall index of 219 the top-ranked Marshalls/TJ Maxx ad has proven to be over two-times as memorable as the average new commercial during the four-week period.
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