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

IAG Research Ad Ratings: Consumers Like Burger King's SimpsonizeMe.com Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
July 2 - July 29, 2007
NOT FOR PREROLLS
TOP MOST-LIKED SPOT
Alien creatures, many of them masquerading as Burger King counter help, begin the Simpsonization of the U.S. in this joint promotional vehicle for the new movie as well as the hamburger chain. It was consumers' favorite commercial of the period.

Rank Brand Description Index
1 Burger King SimpsonizeMe.com--Aliens invade city and zap people into different characters; world is going Simpsons and BK is in on it. 220
2 JC Penney Girl draws heart in notebook with boy's initials in it; heart appears everywhere; today's the day to get up the nerve. 142
3 Toyota Highlander--Highlander redeemed worst parallel parker; Dan slams bumper, maple tree; Dan parks highlander successfully. 142
4 Chili's Bringing spiced up Southwestern flavors to life; Honey Chipotle Chicken Crispers; Buffalo Chicken Fajitas; Texas Cheese Fries. 141
5 Target Dorm room is decorated in different ways; bed of electronics; safari theme; clouds and rainbow; brave new dorm. 139
6 Cheez-It Mother and daughter at kitchen table; how does Cheez-It do it?; men use catapult to fire cheese wedge into cracker on target. 134
7 MasterCard MLB Dreams--First Game: age two; chance to become more than a fan: priceless; win a week w/ your MLB team. 133
8 Target Hello, Goodbye song; water in bottle shape splashes; cats wear glasses; women with wet hair, then styled hair. 124
9 DirecTV Sigourney Weaver as "Aliens" character says this thing just won't leave; I just want to kick back and watch DirecTV. 122
10 Target Hello, Goodbye song; Crystal Light mix poured; Hershey's chocolates forms word goodbuy; say hello to goodbuy. 120
Source: IAG Research (iagr.net)
Only new ad executions considered, airing from July 2 to July 29. The Likeability 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 (Likeability Index). 100 equals average.
IAG TOP 10 MOST-RECALLED NEW TV ADS
July 2 - July 29, 2007
Rank Brand Description Index
1 V8 Man at buffet line gets unhealthy foods; asks wife to give him bacon bits and she hits him on the head. 251
2 Band-Aid Antibiotic--Little girl sings song with boy jumping in background; boy in tree; boy gets Band-Aid on his knee with ointment. 208
3 Dannon Activia--Blonde woman says she leads an active life; friend introduced her to Activia; regulate digestive system in 2 weeks. 202
4 Cheez-It Mother and daughter at kitchen table; how does Cheez-It do it?; men use catapult to fire cheese wedge into cracker on target. 199
5 KFC Teriyaki Boneless Wings--Man gets fired at restaurant; stands up on table and announces KFC deal next door. 192
6 Olive Garden Shrimp Caprese--Family at dinner; dad says I love our family tradition where we pass our plates to the right (:15). 187
7 Maytag Centennial--Teddy bears distorted in factory; Maytag repair man called to fix it; guy appears with conjoined giraffes. 184
8 Febreze Woman sprays car with Febreze; she gets distracted sniffing the seats while backing up, drives in circles. 182
9 Olive Garden Shrimp Caprese--Family at dinner; dad says I love our family tradition where we pass our plates to the right (:30). 179
10 Dannon Activia--Woman with mother and grandmother; bloating and irregularity; regulate digestive system in 2 weeks. 176
Source: IAG Research (iagr.net)
Only new ad executions considered, airing from July 2 to July 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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