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

IAG Research Ad Ratings: Consumers Like Burger King's Stackers Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
June 19 - July 16, 2006
TOP MOST-LIKED SPOT
Burger King's ad for its Stackers -- cheeseburgers with as many as four layer of meet and cheese -- featuring a construction crew of little people was the ad most liked by consumers during the period. Crispin Porter & Bogusky of Miami created the campaign.

Rank Brand Description Index
1 Burger King BK Stackers -- little people construction workers stack meat and cheese; worker tours site with boss; boss erupts at crew; crane operator drops patty on boss. 163
2 Whirlpool Cabrio--white shirts fly like birds over waterfall; cleans up to 3 baskets of laundry in 1 load. 144
3 Tic Tac Bold!--man & woman on white bench; man tries mint; mint bounces around in mouth to music. 136
4 M&M's Candies and slaves row boat; start singing Rock the Boat and row faster; always fun. 136
5 Geico Gecko talks to female interviewer; let's not delve into my personal life. 136
6 TGI Friday's $10 Menu--woman meets blind date for dinner; principal Miller from Valley High?; bad deal. 133
7 Klondike Couple talking at outdoor table; attractive blonde woman walks by; he keeps his eyes on his wife; give that guy a Klondike bar. 129
8 Levi's 501 Jeans--man watches TV with girlfriend; sees man stealing his jeans in backyard on TV; runs outside and takes the jeans off the thief. 129
9 Taco Bell Spicy Chicken Crunchwrap Supreme--parents bring Spicy Chicken Crunchwrap home to son playing video games; good to go. 129
10 Klondike Woman comes home; husband notices her highlights; give that guy a Klondike bar. 129
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of June 19 to July 16. 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
June 19 - July 16, 2006
Rank Brand Description Index
1 Subway Dinner Theatre with Jon Lovitz Presents "My Hero"; swept an entire nation off its feet. 228
2 Levi's 501 Jeans--man watches TV with girlfriend; sees man stealing his jeans in backyard on TV; runs outside and takes the jeans off the thief. 199
3 Three Musketeers Woman tells female coworker she will love this; opens drawer and candy bars float in the air (:30). 193
4 Three Musketeers Woman tells female coworker she will love this; opens drawer and candy bars float in the air (:15). 183
5 Charmin Ultra--Son bear in red cap catches ball; takes too much paper; dad tells him not that much slugger. 181
6 EHarmony.com 7 day risk free trial--Shannon and LJ talk about eHarmony; she wanted someone who understood her; LJ confused; already found what he wanted. 176
7 Taco Bell Spicy Chicken Crunchwrap Supreme--closeup of product; grilled so it's good to go; man takes a bite. 176
8 Klondike Couple talking at outdoor table; attractive blonde woman walks by; he keeps his eyes on his wife; give that guy a Klondike bar. 172
9 Dawn Direct Foam--woman cleans tough grease with hardly any water; talking goldfish is happy because it saves water. 172
10 Burger King BK Stackers--people appear as tiny construction workers; worker tours site with boss; boss erupts at crew; crane operator drops patty on boss. 172
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of June 19 to July 16. 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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