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

IAG Research Ad Ratings: Consumers Like Kraft Singles Cows

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IAG TOP 10 MOST-LIKED NEW TV ADS
July 17 - August 13, 2006
TOP MOST-LIKED SPOT
Click to play video of the Kraft Singles cows commercial that consumers rated the most like TV spot of the period.

Advertising Age Embedded Player
Rank Brand Description Index
1 Kraft American Singles--Claymation cows on mission with packs of american singles; cow drops singles on table; mother and daughter eat grilled cheese. 162
2 Capital One Pillagers start band called The Pillage People; play at wedding, nursing home; attack rockers at Battle of the Bands; pillager stage dives onto ground. 138
3 Air Wick Aromatherapy Fragrances--Cartoon octopus does chores around house with all arms; octopus baby cries. 137
4 Hallmark Say it With Music Cards--What's the newest way to say it? Use: Ray, Willie, Louis, The Beach Boys; use music to say it all; 150 cards. 132
5 Target Back to School--I know you got the power song; boy kicks soccer ball in school hallway; girl dances in classroom; boy erases board. 131
6 Burger King Chicken Fries--Old race car driver tells how he used to get chicken; simulated old race footage; modern drivers eat chicken fries; old driver impressed. 130
7 Jeep Compass--Bobbleheads drive SUV through city and pick up more bobbleheads; tailgate opens to reveal bobble-heads partying in back of SUV. 130
8 Kmart Kids Jeans--Little girl by locker looks at braces in mirror; boy compliments her jeans; all boys & girls' jeans on sale. 129
9 Disney Mobile Boy tells mother he watered the plants, got an A- on his science test then asks her if they separate the glass from plastic; you need more minutes. 129
10 Target Designer Rachel Ashwell; rose pattern becomes shower curtain, trellis with blooming flowers becomes headboard; simply shabby chic collection. 128
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of July 17 to August 13. 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
July 17 - August 13, 2006
Rank Brand Description Index
1 Subway Subway Dinner Theatre with Jon Lovitz; It's All Good starring a cast of thousands; each delicious sandwich freshly prepared . 260
2 Campbell's Cream of Mushroom--Mother in pink makes tuna casserole for family; family sits at table eating. 222
3 Kellogg's Caramel Nut Crunch--man in stock room; boss wants him to get back to work; he only hears certain parts of what she says; he think she likes him. 186
4 Campbell's Cream of Chicken--mother makes chicken and rice casserole for family; She's Got It Together song; just mix and bake; family eats food . 182
5 Staples Back to School--mom tells son not to touch easy button; he does and gets zapped with school supplies, most wonderful time of the year song. 181
6 Capital One Pillagers start band called The Pillage People; play at wedding, nursing home; attack rockers at Battle of the Bands; pillager stage dives onto ground. 178
7 Burger King Chicken Fries--two chickens tease chicken on steps; he thinks he's a french fry; maybe you wanna be a french fry; maybe I do. 177
8 Campbell's Select Gold Label--John Lithgow in tuxedo serves couple at table; ristorante quality; Italian Tomato with Basil & Garlic; I'm not even Italian. 175
9 Red Lobster Seafood Dishes--dishes inspired from around country; Maui Shrimp and Salmon; Southern Honey BBQ Shrimp and Chicken. 174
10 Febreze Woman sprays son's football equipment, goes to spray the car, take freshness the whole nine yards; gets rid of odors and makes fabrics fresh. 172
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of July 17 to August 13. 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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