Methodology

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The Ad Age/IAG Ad Recall Quarterly Report focuses exclusively on new campaigns breaking Jan. 1 - March 31, 2003 and ranks TV ads based upon viewers' ability to recall the new ads and their associated brands. The Recall Ranking is derived from an ad's individual Recall Score and Recall Index.

The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of the 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 in the category during the time period (Recall Index). 100 equals average.

The Quarterly report also ranks the top-recalled ads in specific product categories: Automotive, Wireless, Restaurant, Consumer Products, and Prescription Drugs.

The Overall ad performance ranking also includes an additional measure of Likeability, which is derived from an ad's Likeability Score and Likeability Index. The Likeability Score is the percentage of viewers who claim to like an ad "a lot" (among those who can recall the ad and its associated brand). These scores are then indexed against the mean score for all new ads during the time period (Likeability Index). 100 equals average.

All ads under consideration must meet a minimum survey sample size of 200. The Overall Top 20 ad ranking is based on over 2.6 million surveys of TV viewers conducted between Jan 2 and April 1. Total survey sample size varies across individual product category rankings.

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