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

IAG Research Ratings: Consumers Most Liked Amex 'Animals' Spot

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IAG TOP 10 MOST-LIKED NEW TV ADS
November 6 - December 3, 2006
TOP MOST-LIKED SPOT
Demonstrating an American Express life that is far from ordinary, Ellen DeGeneres plays boss to an office operated by a menagerie of animals from giraffes and elephants to penguins and trained seals. Appealing to virtually every variety of animal lovers, it was the best liked commercial of the period.



Advertising Age Embedded Player
Rank Brand Description Index
1 American Express Ellen DeGeneres has a writer's meeting with animals (:30). 160
2 American Express Ellen DeGeneres works with animals; walks around office (:60). 159
3 Nintendo Wii--Two men pull up to a farm; 'Wii' would like to play; play video games; farmers offer them a rooster. 157
4 JCPenney After Thanksgiving Sale--Boy buried in Christmas presents; make some new memories. 147
5 Black & Decker Powered Scissors--Mom tries to open package for birthday boy; powered scissors shown cutting plastic, cardboard. 139
6 US Postal Service Package on porch talks to plastic reindeer; Are you decorations?; reindeer says his place is with the snow people. 138
7 Victoria's Secret Angels Secret Embrace--The hottest bra on the runway is now the hottest bra of the season. 135
8 Glade Holiday Candles--Woman lights a pumpkin pie candle; family arrives and she acts like she baked a pie. 134
9 Chili's Baby Back Bonus--Half rack of any new rib, side salad, dessert; people enjoying ribs. 134
10 Nintendo Wii--Two men pull up to a house; 'Wii' would like to play; family plays various sports games. 132
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of November 6 to December 3. 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
November 6 - December 3, 2006
TOP MOST-RECALLED SPOT
To promote its Premium Pass card that awards points for store purchses and flying miles, Citibank has cooked up a bizarre eastern European character who is somewhat difficult to understand but highly memorable.


NOT FOR PREROLLS
Rank Brand Description Index
1 Citi PremierPass Card--Two men sitting blindfolded; earn rewards points fast; flight attendant says airline gives frequent flyer miles. 231
2 EA Games Superman Returns--Enemies of Krypton's last son have united to conquer mankind; Superman fights with robot. 224
3 Dell Man calls Dell while sitting in recliner; says he wants computer for daughter; chair glides across room, outside, through store. 224
4 Victoria's Secret Angels Secret Embrace--The hottest bra on the runway is now the hottest bra of the season. 215
5 Glade Holiday Candles--Woman lights a pumpkin pie candle; family arrives and she acts like she baked a pie. 213
6 THQ WWE SmackDown! vs. RAW 2007--I started the bottom and worked my way up; don't just watch it live it (:30). 208
7 Pizza Hut Man tells wife that the Pizza Hut kid made a mistake again; I got 3 med. pizzas for the same price as those other guys. 207
8 Capital One No-Hassle Rewards--Man's credit card miles expired; he and family take flight to Orlando in a small crop-dusting jet. 206
9 Apple Two men against white background play a Mac and PC; PC gets photo album; PC gives Mac a programming guide. 205
10 THQ WWE SmackDown! vs. RAW 2007--I started the bottom and worked my way up; don't just watch it live it (:60). 205
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of November 6 to December 3. 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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