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

IAG Research Ad Ratings: Consumers Like Fisher-Price's Smart Cycle Ad

Published on .

IAG TOP 10 MOST-LIKED NEW TV ADS
Sept. 24 - Oct. 21, 2007
TOP MOST-LIKED SPOT
In Fisher-Price's spot for its Smart Cycle, the toy maker seems to be tackling the dual problem of how to get youngsters to exercise while also learning math, their ABC's and problem solving, all while watching TV. Talk about multitasking.



Advertising Age Embedded Player
Rank Brand Description Index
1 Fisher-Price Smart Cycle--Toddler, meet Dylan, no energy crisis; connects to TV; refuel at learning pit stop; additional cartridges. 193
2 Nintendo Wii--We got one (woman at store), we made a friend (kids playing), we are young again (old men bowling). 160
3 Macy's Celebrities w/ products; Tommy Hilfiger; Martha Stewart; Donald Trump dries hair; Usher; Jessica Simpson can't get in building. 160
4 Pedigree Different dogs on orange background; when we look in their eyes we see loyalty, trust, honesty, friendship, love. 159
5 Windex Two birds say look at sleeping beauty; woman cleans windows & man wakes up, runs into glass door. 159
6 M&M's M&M rides on neck of headless horseman; this Halloween M&M's will send $1 million to one lucky person's home; enter at mms.com. 155
7 Ghirardelli Chocolate square poured; all the ingredients for the most intense chocolate experience; so enjoy it slowly, very slowly (:15). 144
8 TV Guide Hands hold up scores (1,6,8); 168 hours until the next Dancing with the Stars; We'll get you through the week. 144
9 Chevron Earth shown; talk of oil, energy the environment; largest producer of clean geothermal energy; power 7 million homes. 142
10 Ghirardelli Chocolate square poured; all the ingredients for the most intense chocolate experience; enjoy it slowly, very slowly (:30). 137
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of September 24 to October 21. 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
September 24 - October 21, 2007
Rank Brand Description Index
1 Campbell's Soup at Hand--Man eats soup from can in passenger seat of car; reclines seat so and continues to eat. 243
2 Windex Two birds say look at sleeping beauty; woman cleans windows & man wakes up, runs into glass door. 241
3 Campbell's Chunky Fully Loaded--men play football in rain; they emerged from the muck hungry for soup; extreme amounts of meat. 240
4 Visa Check Card--People walk through toy store and juggle items; woman writes check for toys and everybody stops juggling. 201
5 Ford Fusion--Swapping people's vehicles for 1 week; Brenda Perez think the Fusion is stylish and sporty; woman rides around. 200
6 Pizza Hut Family Value Meal--Mom and kids walk into dinning room where dad sits with pizza; more for dinner. 197
7 Tyson Any'tizers--Kids give Danny's mom a standing ovation for not phoning it in; from boneless wings to chicken fries. 197
8 Glade PlugIns Scented Oil Fan--Ever notice how some air fresheners seem strong just around the outlet?; freshness emanates. 196
9 Staples Easy Button--Lawyers in meeting; every time we print name, we're use a ton of ink; we're abbreviating; D.I.N.G.B.A.T.S. 195
10 Nintendo Wii--We got one (woman at store), we stood up (golf), we fought (boxing), we won (tennis); we would like to play. 194
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Sept. 24 to Oct. 21. 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.
In this article:
Most Popular