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

IAG Research Ad Ratings: Consumers Like the Toyota Yaris 'Chase' Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
August 14 - September 10, 2006
TOP MOST-LIKED SPOT
The favorite spot of U.S. consumers this period was Toyota's Yaris vs. Yaris commercial pitting two cartoon vehicles against each other in much the same spirit as "Spy vs. Spy." The ad is tied to Toyota's Yaris vs. Yaris online digital game, which allows consumers to race the blue and red vehicles for points.



Advertising Age Embedded Player
Rank Brand Description Index
1 Toyota Yaris--Yaris vs. Yaris; blue car & red car chase each other in game of tag; pause for a passing family of toy ducks. 158
2 U.S. Dept. of Transportation Drunk drivers have cars filled with alcohol; there's no way to hide it; cops pull people over. 145
3 Easy-Off Bam Power Stain & Drain--Barry Scott talks about powering off ugly toilet stains; bam and the dirt is gone. 142
4 Pizza Hut Sicilian Lasagna Pizza--A meal that can't be rushed; older couple in picture come to life and comment on pizza. 136
5 Glade Light Show PlugIns--Sister calls mom and asks why brother is rewarded with a light show air freshener. 133
6 Aflac Man on ladder cleaning roof falls in slow motion; worries about consequences of getting injured. 131
7 Expedia.com Expediagiveaway.com--What would you do on a $50,000 Expedia dream vacation?; yellow suitcase on beach. 130
8 Crest Pro-Health Toothpaste--Man in blue coat stands beside checklist of dental issues; toothpaste that protects them all. 129
9 Capital One No-Hassle Rewards--Wife guesses honeymoon destinations; End up in Antarctica; did you notice, no bugs. 129
10 Nike Maria Sharapova travels to play tennis match, on the way people sing I Feel Pretty song. 127
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of August 14 to September 10. 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
August 14 - September 10, 2006
Rank Brand Description Index
1 Aflac Man on ladder cleaning roof falls in slow motion; worries about consequences of getting injured. 192
2 Old Navy Get Your Fash On--young woman starts to float, people grab her legs making a flying chain of people. 190
3 Subway Jon Lovitz and Dinner Theatre present "The Loaf Also Rises"; varieties of bread shown. 188
4 Apple Two men in white room; one in disguise hiding from spyware and viruses; other man runs Mac OS X. 172
5 Apple Two men in white room, one in wheel chair with casts; Mac has magnetic power cords for safety. 170
6 Glade Light Show PlugIns--Sister calls mom and asks why brother is rewarded with a light show air freshener. 164
7 Capital One No-Hassle Rewards--Wife guesses honeymoon destinations; End up in Antarctica; did you notice, no bugs. 164
8 Capital One No-Hassle Rewards-- Family hops a freight train for vacation; Dad shows grandmother how to jump from train. 163
9 Nike Maria Sharapova travels to play tennis match, on the way people sing I Feel Pretty song. 154
10 Olive Garden Men and one woman sit at Olive Garden; that hit the spot; you just said that; different dish, different spot. 150
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of August 14 - September 10. 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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