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

IAG Research Ad Ratings: Consumers Like Pedigree's 'Max' Spot Most

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IAG TOP 10 MOST-LIKED NEW TV ADS
Feb. 27 - Mar. 26, 2006
TOP MOST-LIKED SPOT
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Rank Brand Description Index
1 Pedigree Max needs a good home, when you buy Pedigree, we make a donation for them to find loving homes. 169
2 Kellogg's Granola Munch'ems--snack floats like space ship, colossal and epic. 165
3 EA Games The Godfather: The Game--animated Godfather (Marlon Brando) in empty restaurant, game footage. 160
4 American Express My Life My Card--M. Night Shyamalan sits alone in restaurant and daydreams about strange occurrences involving other patrons. 156
5 Pedigree Gracie needs a good home, when you buy Pedigree, we make a donation for them to find loving homes. 156
6 Wal-Mart America's Second Harvest--kids exchange food in cafeteria, matching donations up to $5 million. 149
7 Wendy's Spicy Chicken Sandwich--sandwich on copier, some things you just can't copy, don't clown around with copies. 144
8 Walt Disney World Two young boys on field look up at stars, boy on coaster, runs with young girl, watches show with family. 142
9 Sour Patch Kids Girl wakes up with one ponytail cut off, candy comes out of closet, first sour, then sweet. 140
10 Comcast Communications High Speed Internet--turtle couple Bill and Karolyn Slowsky on sofa talk about bout being slow and liking slow DSL. 137
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Feb. 27 to Mar. 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
Feb. 27 - Mar. 26, 2006
Rank Brand Description Index
1 Windex Birds play joke on man, get him to go to front door, close glass door behind him, he runs into glass door. 245
2 Diet Pepsi Jay Mohr negotiates movie deal with Jackie Chan for sequel. 242
3 2K Video Games 24: The Game--the following takes place between seasons 2 & 3 of 24, my name is Jack Bauer. 231
4 Comcast High Speed Internet--turtle couple on sofa talk about being slow and liking slow DSL. 213
5 Sierra Mist Free--man comes to lost & found, lost bottle of Sierra Mist, the other man drinks it, asks to speak with his manager. 203
6 Burger King Whopper Jr.--Whopper Jr. in bedroom with girl, dad walks in, stop treating me like I'm on the kids menu. 201
7 DirecTV Two men compare their good news around various office locations, one convinces other to order service. 199
8 Ask.com In the beginning, Internet search was less than civilized, monkey people search the Internet in café. 195
9 Comcast High Speed Internet--turtle couple on counter talk about experiences downloading, felt rushed, liked slow DSL. 192
10 Burger King Whopper Jr.--Whopper family in living room, dad tells son he doesn't care if he sells himself for less, but a buck?. 192
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Feb. 27 to Mar. 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.
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