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

IAG Research Ad Ratings: Consumers Like M&M's Dark Chocolate Addams Family Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
April 2 - 29, 2007
TOP SPOT: M&Ms Addams Family. The new spot in which individual M&Ms assume the identities of the ghoulish Addams Family to promote a new "dark chocolate" version of the product was the public's favorite TV commercial during the period.


Advertising Age Embedded Player
Rank Brand Description Index
1 M&M's Dark Chocolate--M&Ms dressed as The Addams Family characters; snaps fingers to theme song; introducing dark chocolate. 180
2 Sunsilk Color Boost--Blonde says poor brunettes, born under ugly tree; brunette tricks blonde; works like a blonde's plastic surgeon. 153
3 M&M's Ogre-Sized--Puss and Donkey from "Shrek" make smacking noises; did you give them peanut butter?; now more peanut butter. 148
4 Advantage Multi* Puppies run through heartworm museum and sing about not getting diseases and fleas; bloodhound explains benefits. 147
5 Payless 3 women at carnival play midway game; spray each other with water guns; buy one, get one 1/2 off; spray male vendor. 146
6 Denny's Weekday Breakfast--Good breakfast always in season, weekday spring breakfast is only $4.99. 146
7 Apple Man as PC is a huge ball due to all the bundled software PCs receive; really slows me down; waddles back offscreen. 145
8 Wendy's Steakhouse Double Melt--Man in middle seat on airplane, between cute women; the middle is now the best place to be. 141
9 T-Mobile My Faves--Father talks to daughter's date; in my daughter's five; me too; my picture's next to yours; watching you all the time. 139
10 Dr. Scholl's Massaging Gel Insoles--Girl twins talk to guy twins; you guys look like you're totally gellin?; we're gellin; very compellin. 134
* Due to a data processing error, the original version of this report incorrectly listed K9 Advantix, rather than Advantage Multi, as the no. 4 most-liked commercial of the period.

Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of April 2 to April 29. 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
April 2 - 29, 2007
Rank Brand Description Index
1 Nintendo Wii--Super Paper Mario; two men drive up to house; Wii would like to play; gamers stand in living room and play; go from 2D to 3D. 259
2 Taco Bell 7-Layer Crunchwrap--Skydivers in plane; you can't jump with dip; seven layer dip; good to go!; skydiving instructor jumps from plane. 222
3 Coca-Cola MyCokeRewards.com--Man drops Coke cap down stairs; different people envision the things they could have received; crowd converges on cap. 217
4 Lap-Band System Lion with hunger sign around neck roars; hunger roaring at me all the time; tried diets, exercise, pills; device placed to help tame hunger. 210
5 KFC Boneless Variety Bucket--Mom gives babysitter tips for kids; Josh needs bedtime story, Sarah needs nightlight; sitter is lucky she has bucket. 202
6 Apple Man as PC is a huge ball due to all the bundled software PCs receive; really slows me down; waddles back offscreen. 199
7 Taco Bell 7-Layer Crunchwrap--Skydivers in plane; you guys brought dip?; seven layer dip, good to go!; woman is thrown from plane. 196
8 Hot Pockets Teen with doughnuts in car in parking lot; man stands in front of car; why you so crazy?; not hungry for doughnuts, hungry for Hot Pockets. 195
9 Apple Man as Mac offers to show man as PC his website and movie; some things never change; flashback to childhood; PC calculates wasted time. 190
10 Dr. Pepper Diet Cherry Vanilla--Ice cream scooper takes scoop out of can; nothing's as rich and creamy, nothing diet about it. 184
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of April 2 to April 29. 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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