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

IAG Research Ad Ratings: Consumers Like Activision's Call of Duty 4: Modern Warfare Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
October 22 - November 18, 2007
TOP MOST-LIKED SPOT
This TV-sanitized trailer for the latest installment of the Call of Duty franchise drops viewers into the high-tech, high-speed reality of modern warfare while reminding them what hasn't changed since World War II: boots on the ground.



Advertising Age Embedded Player
Rank Brand Description Index
1 Activision Call of Duty 4: Modern Warfare--Scenes from video game shown; wars change, weapons change, soldiers don't. 188
2 Puffs Plus--Claymation boy builds snowman; it's tough for Tom's nose; split screen, girl with plain tissue gets red nose. 170
3 Home Again Gina with dog; last year during the holidays our dog was lost; Home Again has reunited over 400,000 pets and owners. 165
4 Dentyne Ice--Gum bursts out of packet; ice covered frog eats piece; kissed by ice princess; becomes prince; snowflakes fall. 149
5 Hasbro Are You Smarter Than A 5th Grader? DVD Game--Son asks the name of Paul Bunyon's ox; this is not rocket science. 147
6 Best Buy Family at home; after grandma's we can come home and you can open gift; family drives by grandma's house w/o going in. 146
7 Citi CitiCard--Son takes father to Norway for birthday; pint at pub; trip to hall of records; we're actually Swedish. 144
8 Electronic Arts The Simpsons Game--Bart and Homer in store; buy me this game; Homer gets hit by truck, for PlayStation. 142
9 Nike NikeBasketball.com--Lebron James talking; boys of increasing ages play basketball; you want to be better than me. 138
10 Aflac Rudolph hopes he doesn't miss work Christmas; how will you pay for things? Aflac duck flies with reindeer and falls off roof. 137
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of October 22 to November 18. 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
October 22 - November 18, 2007
Rank Brand Description Index
1 Victoria's Secret Angels Air Push-Up--Brunette in pink bra and wings says rhyme; once was an angel so fair, who's bra was lighter than air. 223
2 Electronic Arts The Simpsons Game--Bart and Homer in store; buy me this game; Homer gets hit by truck, for PlayStation. 208
3 Apple iPod iPod touch--Rotates on black background; various features shown: music, videos, photos, safari, wi-fi. 199
4 Best Buy Girl on phone complaining that parents won't let her get belly button pierced; parents come home with Best Buy gifts. 194
5 Electronic Arts The Simpsons Game--Krusty the Clown asks if you are sick and tired of video games that are horrible; for PlayStation. 192
6 Pizza Hut Stuffed Crust--Man and son sit on couch; man teaches son how to eat pizza properly; more cheese. 182
7 Citi CitiCard--Son takes father to Norway for birthday; pint at pub; trip to hall of records; we're actually Swedish. 180
8 Mucinex Cough Mini-Melts--Papa mucus reads children bedtime story; mucus causes congestion and coughing. 178
9 L.L. Bean Man shoveling snow at Mount Washington Observatory; world's worst weather; test winter gear. 176
10 Burger King Bacon Double Homestyle Melt--Hitmoms; moms stake out King in minivan; try to rundown the King on sidewalk. 174
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of October 22 to November 18. 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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