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

IAG Research Ratings: Consumers Most Liked ONDCP Anti-Marijuana Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
October 9 - November 5, 2006
TOP MOST-LIKED SPOT
The White House Office of National Drug Control Policy's latest anti-marijuana spot, in which an older brother coaches his younger sibling about how to avoid 'weed,' was the commercial most liked by consumers this period.



Advertising Age Embedded Player
Rank Brand Description Index
1 ONDCP AboveTheInfluence.com--Young man offers boy a smoke; what do you say?; I smoke clowns like you on the basketball court. 179
2 Sony PlayStation Rubix cube and PlayStation 3 console in room; Rubix cube levitates; when colors match up, it explodes & color splatters walls. 174
3 Real California Cheese Happy Cows--Cows play Marco Polo in fog; fog vanishes; it was fun while it lasted; anyone up for dodgeball? 151
4 Lexus LS--Black car automatically parallel parks itself between two champagne glass pyramids; unprecedented. 151
5 Travelers Insurance Man in cage under water taking photo of shark; shark attacks; man harpoons boat, it explodes and sinks; risks can change quickly. 144
6 Olive Garden Unlimited Soup, Salad & Breadsticks--How do we do soup and salad?; Carol serves salad, soups as different as we are. 143
7 Dodge Nitro--Man in black SUV gives blue car a jump; try giving it some gas; car explodes into the air and drops to the ground. 141
8 Netflix Headless horseman, men with jetpacks, enormous spider, cowboy, gnome.; nearly 1 billion movies delivered so far; 0 late fees. 139
9 Discover Man and woman feed credit cards to jumping scissors; what if you could get rid of credit cards that aren't upfront and clear? 139
10 Wal-Mart Be Bright--Family sits down for holiday dinner; man grumbles: going to have to come out of retirement to pay for this. 136
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of October 9 to November 5. 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
October 9 - November 5, 2006
Rank Brand Description Index
1 Toys R Us Big Toy Book--Mom reads to children; kids ask mom to read it again; filled with more of the hottest toys (:15). 233
2 Travelocity Mary O'Hara Reporting; gnome has been replaced; impostor is man in cone hat; gnomewatch.com. 216
3 Olive Garden Unlimited Soup, Salad & Breadsticks--How do we do soup and salad?; Carol serves salad, soups as different as we are. 215
4 Toys R Us Big Toy Book--Kids ask mom to read them the book, Hoke Pokey Elmo; more Bratz, more Lego, more Fisher-Price (:30). 213
5 Burlington Coat Factory Cash Back Policy--Polar bears; Mother Nature gave some animals winter coats; others depend on Burlington. 199
6 eBay Woman drops "it" ring down the drain; see various "it"s as ring passes through pipes; she finds ring in salmon (:30). 199
7 eBay Woman drops "it" ring down the drain; see various "it"s as ring passes through pipes; she finds ring in salmon (:60). 198
8 Olive Garden Unlimited Soup, Salad & Breadsticks--How do we do soup and salad?; we start salad then breadsticks and finish with perfect bite. 196
9 ONDCP AboveTheInfluence.com--Young man offers boy a smoke; what do you say?; I smoke clowns like you on the basketball court. 194
10 Discover Man and woman feed credit cards to jumping scissors; what if you could get rid of credit cards that aren't upfront and clear?. 193
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of October 9 to November 5. 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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