Month's Top 10 Most-Liked, Most-Recalled New TV Spots

IAG Research Ad Ratings: Consumers Like Coca-Cola's 'Ringtone' Ad Most

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IAG TOP 10 MOST-LIKED NEW TV ADS
Mar. 27 - Apr. 23, 2006
TOP MOST-LIKED SPOT
Produced by Wieden & Kennedy, Amsterdam, Coca-Cola's 'Ringtone' spot features a young man who conducts an exercise in flirtation by pretending a Coke bottle is his cellphone. It was the ad consumers most liked during the period.

Rank Brand Description Index
1 Coca-Cola Guy and girl sitting on bench; guy makes sound of cell phone ring; picks soda out of bag pretending it's a cell phone; tells her it's for you. 160
2 K9 Advantix Dog sings song, ain't no bugs on me; other dogs scratch themselves. 154
3 Edy's Dibs--man by pool spills ice cream onto swimsuit magazine; licks it; woman walking by is disgusted. (:15) 154
4 Kellogg's Toasted Honey Crunch--boss comes to Johnson's cubicle and says he's a genius; doubled their offer and threw in cash. 149
5 French's Spicy Brown Mustard--woman at diner eats sandwich; drops mustard on skirt; tears half of skirt off to make miniskirt. 147
6 Edy's Dibs--man by pool spills ice cream onto swimsuit magazine; licks it; woman walking by is disgusted. (:30) 147
7 Kellogg's Frosted Mini-Wheats--Little girl at spelling bee; aardvark; gets answer from mini wheat on microphone. 147
8 Simply Orange If you don't think Simply Orange tastes as fresh as biting into a fresh orange, we'll give you a bag of our competition. 146
9 Wal-Mart Father & son walking with shopping cart in parking lot; character from "Over The Hedge" needs more franks. 145
10 Pepto-Bismol People break dance; does more than you think. 140
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Mar. 27 to Apr. 23, 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
Mar. 27 - Apr. 23, 2006
Rank Brand Description Index
1 Zelnorm Women with words on their stomachs; brunette in blue talks; relief can start by asking your doctor. 255
2 Gatorade Rain--Volleyball on sand; orange-colored rain; woman emerges from the ball; stay cool in the heat. 219
3 KFC Family Size Mashed Potatoes--boy at dinner table scoops mashed potatoes onto plate; sister says you're such a side hog (:15). 213
4 KFC Family Size Mashed Potatoes--boy at dinner table scoops mashed potatoes onto plate; sister says you're such a side hog (:30). 206
5 Verizon Wireless Man meets with mobsters in desolate area on rainy day; they told him to come alone, but his network came along. 196
6 Edy's Dibs--man by pool spills ice cream onto swimsuit magazine; licks it; woman walking by is disgusted. (:30) 187
7 Subway Italian Trio--Jon Lovitz hosts dinner theatre; close-up of sandwiches. 186
8 Olive Garden Chicken Caprese--at Olive Garden's cooking school; Chef Neri teaches secrets. 185
9 Fruit2O Tropical Fruit--what makes Fruit2O the ideal water?; various fruits shown; fresh picked water. 185
10 Ask.com Ape-like creature looks on the internet for impressing girls; cuts hair & pulls flower/tree out of ground. 181
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Mar. 27 to Apr. 23, 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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