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

IAG Research Ad Ratings: Consumers Like Kibbles 'n Bits Brushing Bites Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
September 11 - October 8, 2006
TOP MOST-LIKED SPOT
In its effort to turn concern about canine bad breath into a new market niche for pet food, Del Monte Foods created a hit commercial with its pitch for 'Brushing Bites' Kibbles 'n Bits.

Rank Brand Description Index
1 Kibbles 'n Bits Brushing Bites--Girl catches dog gargling with mouthwash; special bits clean teeth and freshen breath. 156
2 Country Crock Deluxe Side Dishes--Baby approaches woman with message pinned to shirt; you're invited to dinner. 155
3 Ben & Jerry's Cherry Garcia--Claymation man walks down trail eating cherries from basket; falls off cliff. 153
4 JC Penney Anniversary Sale--Colored streaks of light; 20% to 60% off throughout store; doors open Saturday 8am. 151
5 Energizer e2 Lithium--Bunny stops in front of aliens; hooks jumper cables from spaceship to bunny's ears. 140
6 Walt Disney World Year of a Million Dreams--Boy fishing sees pirate ship; kids jumping on bed; girl opens door to red carpet. 135
7 Cingular Man on phone with his girlfriend; call gets dropped; a dropped call can ruin a conversation. 135
8 3M Command Metal Hooks--Act I wall and hook meet; Act II bond between them strong; Act III farewell. 133
9 Dove Deep Moisture Body Wash--Flowers dipped in moisturizer; moisturizer stains flower; woman lathers. 133
10 Soft Scrub Woman in pink, animal handler and man w/ clipboard; dirt feels: baboon smacks man in face. 131
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of September 11 to October 8. 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
September 11 - October 8, 2006
Rank Brand Description Index
1 Campbell's Microwaveable Soups--Man in meeting eats soup loudly; is there something you want to share with us? 210
2 Glade Candles--Woman lights candle; 3 women walk in; are you baking a pie?; woman says candle is from France. 208
3 Yellow Book David Carradine & student in temple; how did you become a great master?; Master shows student laptop. 201
4 Ocean Spray Cranberry--Growers stand in bog; man calls cranberries the ninja fruit. 195
5 Burger King Whopper--Quarterback throws pass; King shoves receiver to the ground; celebrates with teammate. 194
6 Subway Jared stands by sandwiches; 8 subs with 6 grams of fat or less; BK Stacker has 54 grams of fat. 194
7 Verizon Man standing in front of cardboard cut-outs of people asks Verizon subscriber to change his network. 191
8 Real California Cheese Happy Cows--Pig thinks he's a cow; thought I got separated from the herd; you like being a cow? 190
9 Volkswagen Passat--Two women riding in car talk about accident on television commercial; SUV hits their white car. 188
10 Walt Disney World Year of a Million Dreams--Boy fishing sees pirate ship; kids jumping on bed; girl opens door to red carpet. 186
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of September 11 to October 8. 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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