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

IAG Research Ad Ratings: Consumers Like Sears' Kenmore Steam-Care Dryer Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
Dec. 31, 2007 to Jan. 27, 2008
TOP MOST-LIKED SPOT
How do you sell big-ticket appliances during a recession? Tell consumers they'll have one less thing to do, like iron. That's the strategy behind Sears' ad for its Kenmore line of cool-looking steam-care dryers.

Advertising Age Embedded Player
Rank Brand Description Index
1 Sears Kenmore Steam Care Dryer--Red and silver iron emits steam; new refresh technology for dryer; steam care cycle. 170
2 ONDCP AboveTheInfluence.com--Boy in bedroom; grows old inside drug shell; Marty did you take out garbage? 155
3 Target John Legend: From Philadelphia--John Legend in white suit singing and walking on black and red background. 147
4 Pizza Hut Pizza Mia--Introducing Pizza Mia; whole milk mozzarella; vine ripened tomatoes; man in sports uniform says 5 bucks. 146
5 Carnival Fun Ship Vacations--Couple sits together; ride horses on beach; lay by the pool; dance together. 145
6 Pampers and Cheerios Dad changes diaper; tries to get baby to say Dada; eat cereal at breakfast; says Dada at table. 143
7 Subway Woman orders cheeseburger meal; bloated, regret, remorse, loss of boyfriend; black forest ham or roast beef. 141
8 Folgers Black Silk--Black coffee pouring into cup; bold rich flavors; exceptionally smooth; wake up to black silk. 141
9 Apple MacBook Air--Laptop pulled out of manila envelope; the world's thinnest notebook. 141
10 Red Lobster Close-up of food; Asian Garlic shrimp and fire-grilled Tequila Lime shrimp and others; pair the two you like best. 140
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of December 31, 2007 to January 27, 2008. 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
December 31, 2007 - January 27, 2008
Rank Brand Description Index
1 V8 Woman in diner eats unhealthy hamburger and fries; smacked in the head by her reflection. 245
2 Apple Mac--PC brings in referee; ref rules Leopard is better than Vista; PC ejected; where am I supposed to go? 216
3 V8 V-Fusion--Men continually avoid vegetables; woman keeps popping his head; I don't like V8 juice; New Vfusion. 204
4 Southwest Airlines Press conference; Nick, how do you explain this sudden increase in productivity; isn't natural; productivity enhancers. 204
5 Wendy's Stack Attack--99 Lincolns have been overlooked; man in red wig gives inspirational speech; only 99 cents (:15). 203
6 Wendy's Stack Attack--99 Lincolns have been overlooked; man in red wig gives inspirational speech; only 99 cents (:30). 195
7 Allstate Accident Forgiveness--Dennis Haysbert stands in parking lot; rates can shoot up as much as 40% without Allstate. 193
8 Aflac Woman asks boss do we have Aflac; orangutan swings from light; jumps in box of packing peanuts; photocopies himself. 191
9 Target Hello Goodbye song, Goodbuy; detergent; puppy in laundry basket; Listerine; Scott Extra Soft Tissue; toilet paper rolls. 191
10 H&R Block Men in sauna talk about taxes; everybody sweats especially during tax time; my people take the heat; guarantee accuracy. 189
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of December 31, 2007 to January 27, 2008. 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. For example, with a recall index of 245, the top ranked V8 spot has proven to be more than twice as memorable as the average new commercial during the past four-week period.
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