Watch the Video

MONTH'S TOP 10 MOST-LIKED, MOST-RECALLED NEW TV SPOTS

IAG Research Ad Ratings: Consumers Like FedEx's 'Stick' Spot Most

Published on .

Most Popular
IAG TOP 10 MOST-LIKED NEW TV ADS
Jan. 30 - Feb. 26, 2006
TOP MOST-LIKED SPOT
One of the top favorites of the Super Bowl audience, FedEx's 'Stick' was also the most liked TV spot of the broader national consumer audience during the last month. Created by BBDO of New York, the ad features a hapless caveman who must try to send products by pterodactyl because FedEx doesn't exist yet.
Rank Brand Description Index
1 FedEx Caveman ties message to leg of pterodactyl, dinosaur snatches it, boss fires him, he exits cave and dinosaur stomps on him (:45) 219
2 Budweiser Two teams of horses line up to play football in field, sheared sheep streaks, cowboy says I didn't need to see that. 205
3 FedEx Caveman ties message to leg of pterodactyl, dinosaur snatches it, boss fires him, he exits cave and dinosaur stomps on him (:30) 189
4 CareerBuilder.com Man in presentation with chimps, lottery not good business plan, monkeys aim laser pointers at him. 185
5 Ameriquest Mortgage Doctor kills fly with defibrillator, mother and daughter stare in horror as they hear the doctor say "that killed him." 183
6 Budweiser Horse runs into barn, looks at memorabilia, pulls Bud cart as Dalmatian watches, two horses help push, I won't tell if you won't. 175
7 Snapple Diet Iced Tea--with lemon, has antioxidants, man plugs in exercise machine and goes no further, baby step to a better you. 169
8 Bud Light Men hide beer in refrigerator with revolving wall, men on other side of wall steal beer, worship magic fridge. 160
9 GM Then and now, sock hop, hip hop, AM radio, XM radio, ethyl, ethanol. 160
10 Bud Light Men chased by bear who wants Bud Light, one runs off with beer while friend is attacked, I still got it. 159
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Jan. 30 to Feb. 26, 2006. 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 10 MOST-RECALLED NEW TV ADS
Jan. 30 - Feb. 26, 2006
Rank Brand Description Index
1 Coca-Cola Olympic Sweepstakes--men dressed in red, 4 men on couch pretending to be bobsledding, win prizes when they win. 219
2 Budweiser Horse runs into barn, looks at memorabilia, pulls Bud cart as Dalmatian watches, two horses help push, I won't tell if you won't. 216
3 GoDaddy.com Men in meeting say we need to send in the GoDaddy Girl, older man watches brunette's shirt strap break. 215
4 Bud Light Men hide beer in refrigerator with revolving wall, men on other side of wall steal beer, worship magic fridge. 211
5 FedEx Caveman ties message to leg of pterodactyl, dinosaur snatches it, boss fires him, he exits cave and dinosaur stomps on him (:45). 208
6 Budweiser Two teams of horses line up to play football in field, sheared sheep streaks, cowboy says I didn't need to see that. 206
7 FedEx Caveman ties message to leg of pterodactyl, dinosaur snatches it, boss fires him, he exits cave and dinosaur stomps on him (:30). 203
8 Bud Light Men make excuses to hang out on the roof and drink, man actually fixing roof falls through. 203
9 Diet Pepsi Jay Mohr negotiates movie deal with Jackie Chan, Diet Coke is stunt double. 194
10 Coca-Cola Olympic Sweepstakes--men dressed in red in living room perform choreographed cheer for Apolo Ohno, Oh no, it's Apolo. 193
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Jan. 30 to Feb. 26, 2006. 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.
In this article: