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

IAG Research Ratings: Consumers Most Liked KFC's 'Buffalo Snacker' Spot

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IAG TOP 10 MOST-LIKED NEW TV ADS
December 4 - December 31, 2006
TOP MOST-LIKED SPOT
Using a rapid-fire play on "buffalo" references and images, KFC's train station spot for its 99-cent Buffalo Snacker sandwich was the commercial most liked by consumers during the period.



Advertising Age Embedded Player
Rank Brand Description Index
1 KFC Buffalo KFC Snacker--Young man yells to other man across train platform; shows him snacker; this train's going to Buffalo? 146
2 Subway Fresh Value Meal--Woman at fast food counter orders No. 6 meal then changes into No. 9; tired of one size fits all. 144
3 Kohl's The Big One--It's the sale you've been waiting for; 100 night owl & early bird specials during power hours. 134
4 Hallmark Say it With Music Cards--Carolers arrive at neighbor's house; give neighbors Christmas card; Jingle Bells plays. 133
5 MasterCard People greet each other at airport; spending the holidays together, priceless. 128
6 RadioShack Man in red chair with his 4 children, gives them each gift card so they can get exactly what they want. 127
7 Nike Man sets iPod and begins workout; runs on treadmill with video screens behind him; countdown of meters to go. 127
8 Kia KiaFest Year-End Sales Event--Employees in white shirts and red ties sing and dance in dealership. 126
9 Best Buy Men in goth/punk store search for gifts; see person with Best Buy gift walking past window and run out. 125
10 Wendy's $2.99 Deluxe Value Meal--Two men eating value meals; one man's is tiny, other man is normal sized. 125
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of December 4 to December 31. 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
December 4 - December 31, 2006
Rank Brand Description Index
1 Taco Bell Taco Bell President, e. coli outbreak is over; working closely with health authorities; safe to eat. 250
2 Subway Club--Jared and Michael Strahan introduce Club; compare to Big Mac; less fat, more meat (:30). 229
3 Victoria's Secret Gift Card--Blonde model in Santa outfit sings "Santa Baby"; the Victoria's Secret gift card, it's everything she wants. 224
4 Hallmark Say it With Music Cards--Carolers arrive at neighbor's house; give neighbors Christmas card; Jingle Bells plays. 218
5 Burger King Xbox: Pocketbike Racer--Characters launch off ramp; consider your stocking stuffed. 206
6 RadioShack Gumdrop dressed as one of Santa's elves sitting in red chair; gift cards small like him. 198
7 RadioShack Man in red chair with his 4 children, gives them each gift card so they can get exactly what they want. 196
8 RadioShack Gumdrop dressed as one of Santa's elves sitting in red chair; talks about iPod accessories. 193
9 Subway Club--Jared and Michael Strahan introduce Club; compare to Big Mac; less fat, more meat (:15). 183
10 Sears Appliances--People on white background describe appliances; biggest bang for buck. 180
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of December 4 to December 31. 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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