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Super Bowl Top 10 Most-Liked, Most-Recalled Ads

Nielsen IAG Ad Ratings: Consumers Like Snickers' 'Betty White' Ad Best

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Nielsen IAG Top 10 Best-Liked 2010 Super Bowl Ads
TOP BEST-LIKED SPOT
Everyone, it seems, has a thing for the "Golden Girls." Or Betty White. And who wouldn't, as the actress stole the ad show, aka Super Bowl, with one perfectly timed line. See which other spots were most liked and most recalled this year.

Advertising Age Embedded Player

Rank Brand Description Quarter Index
1 Snickers Betty White and Abe Vigoda are tackled (:30) Q1 211
2 Bud Light Scientists think asteroid is hitting Earth (:30) Q1 170
3 Doritos Dog takes off shock collar and puts it on man (:30) Q1 165
4 Budweiser Town forms human bridge for delivery truck to drive over (:60) Q2 163
5 Bud Light Man builds house made of beer cans (:30) Q1 162
6 Doritos Young boy slaps mother's date (:30) Q1 154
7 Budweiser Clydesdale and calf race each other along fence (:60) Q4 153
8 Denny's Chickens scream at various locations including outer space (:30) Q4 137
9 Doritos Man at gym attacks other men with snack chips (:30) Q4 136
10 Doritos Man lays in casket full of snack chips (:30) Q1 134
Nielsen IAG Top 10 Most-Recalled 2010 Super Bowl Ads
TOP MOST-RECALLED SPOT
So is slapstick is a surefire way to boost your brand? Dorito's had four spots in the Super Bowl and all four were among the most-recalled of the game. But this spot was tops.

NOT FOR PREROLLS

Rank Brand Description Quarter Index
1 Doritos Man lays in casket full of snack chips (:30) Q1 154
2 Doritos Young boy slaps mother's date (:30) Q1 149
3 Doritos Dog takes off shock collar and puts it on man (:30) Q1 147
4 Budweiser Clydesdale and calf race each other along fence (:60) Q4 146
5 Denny's Chicken screams as woman blows out birthday candles (:15) Q4 145
6 Bud Light Survivors of plane crash party on deserted island (:45) Q2 144
7 Snickers Betty White and Abe Vigoda are tackled (:30) Q1 143
8 Budweiser Town forms human bridge for delivery truck to drive over (:60) Q2 142
9 GoDaddy.com Newscaster shows Danica Patrick "how hot is too hot" (:30) Q4 141
10 Doritos Man at gym attacks other men with snack chips (:30) Q4 139
Source: The Nielsen Company, 2/7/10

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 211, the Snickers "Betty White" ad was more than twice as liked compared to 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 154, the Doritos "Casket" ad was 54% better-recalled than the average Super Bowl spot.

Notes: The above Top 10 lists are based on 13,728 surveys of Super Bowl viewers; 65 unique national creative executions (excluding Movie spots) during Q1-4 and Halftime were considered for the list.

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