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

IAG Research Ad Ratings: Consumers Like the Verizon Wireless Vcast Song ID Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
April 30 - May 27, 2007
TOP MOST-LIKED SPOT
Verizon's Vcast "Music Hunter" spot was the general public's favorite commercial for the period.

Rank Brand Description Index
1 Verizon Wireless Vcast Song ID--Man says he's a new kind of hunter; a music hunter; holds phone up to boombox at electronics store. 171
2 JC Penney Mother's Day--Mother and daughter hold hands and walk together; apparel changes; daughter walks with friends; daughter and friends become older. 139
3 A Million Thanks Charity Shauna Fleming; sent thank you cards to the troops; car dealers wanted to help; put collection boxes in car dealerships. 139
4 McDonald's Shrek tells Donkey that McDonald's is throwing them a party; they're even putting us on glasses; collectable glasses (:15). 138
5 McDonald's Shrek tells Donkey that McDonald's is throwing them a party; they're even putting us on glasses; collectable glasses (:30). 137
6 Kellogg's Crunch Raisin Bran--3 men in woods; dream that there were no raisins; Mrs. Flake and Mr. Granola are coming to crunchtown; plenty of reasons to love. 133
7 Aflac Man asks boss if they have Aflac; they have something else; goat shown eating papers; goat gives negative responses to questions. 132
8 Off! Smooth & Dry--Woman on lawn chair; mosquitoes swarm and try to dive bomb her; bounce off leg; man says wow. 131
9 US Dept. of Transportation Click It or Ticket--Young man and girl sit on truck bed; man describes getting ticket as extraterrestrial encounter; lights all round me; click it or ticket. 131
10 Energizer Max--We're gonna need some practice; door opens to reveal Energizer Bunny; Prince Charming from "Shrek" says to seize him. 131
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of April 30 to May 27. 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 30 - May 27, 2007
Rank Brand Description Index
1 Ocean Spray Diet--Cranberry growers in bog with boom box and group of people; bogger-cise; people dance as grower plays Disco Inferno. 260
2 Aflac Man asks boss if they have Aflac; they have something else; goat shown eating papers; goat gives negative responses to questions. 214
3 Apple I'm a Mac, I'm a PC, and I'm a Mac Genius; there to answer questions about Mac; square root of 4096?; how much do I loath Mac? 214
4 Apple iPod Black silhouettes dance to Latin music against a colorful background. 210
5 Apple Spin wheel with Vista Versions; Vista has 6 different versions; come on, big operating system; Daddy needs upgrade; lands on lose turn. 208
6 OnStar Tiger Woods gets remote door unlock help; Kelly Ripa gets vehicle diagnostics; Jimmy Kimmel gets stolen vehicle help; man calls on hands free phone. 207
7 Toyota Yaris vs. Yaris; one car releases giant arm with ray gun on end; shoots other car; car shrinks; wrecking ball. 206
8 Nintendo Wii--Two men in blue car drive up to house; we would like to play; people playing at birthday party, goodbye Frank party, girls sleepover. 190
9 Sony PlayStation PSP--Man sits down next to another man playing PSP on an airplane; starts directing on how to play game; dude, get your own. 188
10 Ask.com I used the algorithm last night; four men stand around grill; I used it too I was all algorithmed out; you don't know what it is, do you? 177
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of April 30 to May 27. 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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