Online Exclusive: IAG Ad Ratings

FEB. 2005'S TOP 10 MOST-LIKED, MOST-RECALLED NEW TV SPOTS

Consumers Rate Anheuser-Busch's 'Applause' Most Liked

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IAG TOP TEN MOST LIKED NEW TV ADS
Jan. 31 - Feb. 27, 2005
TOP MOST-LIKED SPOT
DDB Chicago's 'Applause' for Anheuser-Busch's Super Bowl ad lineup generated controversy in the advertising community but was a solid hit with viewers. They rated it the most-liked spot for the period. The ad showed an airport crowd spontaneously applauding a group of soldiers in desert fatigues passing through the concourse.
Rank Brand Description Index
1 Anhueser-Busch 'Applause' -- Airport crowd pays homage to passing U.S. soldiers 252
2 Budweiser 'Snowball' -- Clydesdales have snowball fight 189
3 Budweiser 'Designated Driver' -- Cedric is a dedicated driver 185
4 Ameriquest Mortgage 'Red Sauce' -- Man cooks dinner but cat knocks over sauce 185
5 Ford 'Frozen Driver' (:60) -- Police officer finds dead man in Mustang convertible 181
6 NFL Network 'Joe Montana on Beach' -- Curtis Martin sings with players 176
7 Cadillac XLR -- Girl sneaks out of house, takes car 163
8 Pepsi Spartacus -- Soldier asks Spartacus to claim lunch bag 160
9 CareerBuilder.com Chimp -- Human employee disagrees with chimp boss over 'Titanic' as new brand name 159
10 Ford 'Frozen Driver' (:30) -- Police officer finds dead man in Mustang convertible 158
Source: Intermedia Advertising Group (iagr.net)
Only new ad executions considered, airing weeks of Jan. 31 to Feb. 27. 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 TEN MOST RECALLED NEW TV ADS
Jan. 31 - Feb. 27, 2005
Rank Brand Description Index
1 Blockbuster Blockbuster.com -- Couple argues over video return 233
2 Blockbuster Blockbuster.com -- Man drives to mailbox to get movie 221
3 Subway Toasted Subs -- Police investigating parked car lovebirds get surprise 219
4 Dr. Scholl's Massaging Gel Insoles -- Baseball breaks man's plasma screen 204
5 Kraft American Singles -- Lavender girl tells dad about nutritious cheese 204
6 Pizza Hut Dipping Strips Pizza -- Strip jumps into sauce 203
7 Ford Convertible Mustang -- Police finds driver frozen stiff 201
8 Subway Toasted Subs -- Woman melts snow off green car 199
9 Turbo Tax Deduction Finder -- Woman shows deductions to husband 195
10 Budweiser Airborne: Pilot leaps out of plane after a six pack of Bud Light 198
Source: Intermedia Advertising Group (iagr.net)
Only new campaigns considered, airing weeks of Jan. 31 to Feb 27. 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 ads during the time period (Recall Index). 100 equals average.
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