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

IAG Research Ratings: Consumers Most Liked MasterCard's 'Pay Pass' Spot

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IAG TOP 10 MOST-LIKED NEW TV ADS
February 5 - March 4, 2007
TOP MOST-LIKED SPOT
Pulling as many emotional strings as a major children's feature film, this McCann Erickson-produced story of an elephant who leaves the zoo to look after his cold-ridden human keeper was the favorite of viewers for the period. She uses MasterCard Pay Pass for her purchases. Priceless.



Advertising Age Embedded Player
Rank Brand Description Index
1 MasterCard Pay Pass--Zookeeper sneezes and forgets MasterCard in elephant cage; elephant purchases drug store items using PayPass (:60). 220
2 MasterCard Pay Pass--Zookeeper sneezes and forgets MasterCard in elephant cage; elephant purchases drug store items using PayPass (:30). 185
3 ONDCP AboveTheInfluence.com--Cartoon man feels bad about smoking pot; tries to get dog to smoke; dog walks away. 168
4 JC Penney People reenact scenes from famous movies; man dances in rain; woman's skirt flares up; woman flies with umbrella. 158
5 Pepsi Volume levels surrounding Pepsi can; graphics morph into different patterns; pepsigallery.com. 157
6 General Electric Ecomagination--Frog hops to energy sources across the globe; solar farm in South Korea, water purification plant in Kuwait. 155
7 Dove Cream Oil Body Wash--Sara Ramirez presents commercial made by Lindsey Miller; woman singing in shower. 153
8 Verizon Wireless VCAST--Person on airplane looks at red phone and at passenger; mind if I check it out; Akon song "Don't Matter." 149
9 Walt Disney World When You Wish Upon a Star song; clips from Super Bowl; what are you going to do next?: we are going to Disney World! 149
10 Sony Computer Entertainment Ratchet & Clank: Size Matters--Guys use shrink ray to shrink friend so he can sneak into girl's tent; available for PSP. 148
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of February 5 to March 4. 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
February 5 - March 4, 2007
Rank Brand Description Index
1 KFC 10Pc Family Meal--Family exits van; you can spend $8/person OR get the same quality meal for half the price. 207
2 WebMD Man says clothes didn't fit; woman with 2 kids: migraines & mysterious stomach aches; man visited site so much he got carpal tunnel. 206
3 Subway Club--Jared and Tony Stewart; less than half the fat of a Big Mac and twice the meat; Tony says you're never gonna go as fast as me (:15). 202
4 WebMD Woman looked up insect bites, roommate had bedbugs; chef burned his hand & hit his head; woman with girl, double ear infection. 198
5 Quiznos Sub Prime Rib on Garlic Bread--Where's the subway? people testify for sandwich; not lacking any meat, that's what real women need. 192
6 Subway Club--Jared and Tony Stewart; less than half the fat of a Big Mac and twice the meat; Tony says you're never gonna go as fast as me (:30). 192
7 Subway Club--Kimmie Meissner, US figure skating champion, and Jared talk about subway; fills me up so I can skate for hours. 191
8 Dannon DanActive--Man reads newspaper that says stress can weaken immune system; cartoon diagram of immune system. 178
9 General Electric Ecomagination--Fishers catch water bottles from sea; over three billion gallons of fresh water from the sea each year; water desalinization. 176
10 Victoria's Secret Secret Embrace--Fasten your seatbelt ladies; women modeling bras in brightly colored spotlights; what's your secret embrace? 176
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of February 5 to March 4. 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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