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

IAG Research Ad Ratings: Consumers Like Burger King's 'Extreme Spicy Tendercrisp' Ad Most

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IAG TOP 10 MOST-LIKED NEW TV ADS
May 22 - June 18, 2006
TOP MOST-LIKED SPOT
Burger King's 'Big Air' by Crispin Porter & Bogusky, which features a high-flying, motorcycle-riding chicken, was voted the most liked TV commercial of the period by consumers.

Rank Brand Description Index
1 Burger King Extreme Spicy Tendercrisp--person in chicken suit does stunts on dirt bike; big huckin' chicken song. (:15) 144
2 Burger King Extreme Spicy Tendercrisp--person in chicken suit does stunts on dirt bike; big huckin' chicken song. (:30) 141
3 Home Depot Father's Day Gift Cards--little boys exploring store; pulling products from the shelves; at checkout the boys become grown men. 140
4 Wal-Mart Rollbacks--father says ready to go camping?; red SUV backs up to neighbor's lawn; don't let high gas prices limit your summer fun. 139
5 Kmart Father's Day--father pushing daughter on swing; she wants to go higher; gets knocked out of frame by daughter on backswing. 135
6 State Farm Cars--two cars from Cars movie walk down red carpet; now that you're a big star, need an agent. 133
7 Sheraton We belong song; various types of people greet each other; the greetings are different, the need to feel welcome is the same. 131
8 Microsoft PeopleReady Software--Alberto attends orientation, gets picture taken; women on elevator with PDA; every person is an investment. 130
9 Breyers Cyclone--man in front of freezer orders ice cream; woman inside freezer says, "coming right up Hank." 129
10 Sprite Sublymonal advertising; man in testing facility receives drops of sprite, lemon and lime slices on eyes reveal mouth where eye should be. 128
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of May 22 to June 18. 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
May 22 - June 18, 2006
Rank Brand Description Index
1 Staples Ink & Toner--man says ink cartridge has kicked; up to ink fairy now; or you could use easy button; like that's real. (:30) 256
2 Staples Ink & Toner--man says ink cartridge has kicked; up to ink fairy now; or you could use easy button; like that's real. (:15) 237
3 Apple Mac--two men sit in boxes in white room; ready to get started?; PC is stretching; PC has a lot of stuff to do. 233
4 DirecTV Ferris Bueller's Day Off spoof featuring Ben Stein; calls out missing student's name; claims student is watching DirecTV. 233
5 Apple Mac--two men against white background play a Mac and PC; Mac says he's a PC too. 225
6 Coffee-mate America has chosen; man announces choice for coffee's next perfect mate; coconut cream and vanilla chai spice. 194
7 Kraft American Singles--little girl in a blue shirt lectures her stuffed animals about American Singles. 186
8 Volkswagen Jetta--man needs to learn how to dance; everybody knows you guys (Jetta owners) know how to dance right? 184
9 Kodak Picture Maker Digital Kiosk--man in art gallery asks boy on crate if he needs help tying shoe; boy gets on crate and uses kiosk. 181
10 Transitions Lenses People in futuristic city; woman jogging; man walks to balcony; woman on stairs enters subway; adjusts to block UV rays. 175
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of May 22 to June 18. 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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