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

IAG Research Ad Ratings: Consumers Like NFL's Mr. Oboe Spot Best

Published on .

IAG TOP 10 MOST-LIKED NEW TV ADS
Jan. 28 to Feb. 24, 2008
TOP MOST-LIKED SPOT
The Super Bowl often leaves us with spots we like and talk about after the big game. The most-liked spot ad for the previous month, appropriately enough, celebrates football. The NFL's in-house ad team created "Mr. Oboe" and it was selected by fans to run during the game.



Advertising Age Embedded Player
Rank Brand Description Index
1 NFL Ephraim Salaam talks about seeing big guy in grocery store; gets drafted; Chester Pitts; didn't even have the dream until I told him. 202
2 Budweiser Dalmatian trains Hank the Clydesdale for hitch team to tune of Rocky theme; one year later; welcome aboard Hank; touch paw & hoof. 199
3 Coca-Cola Aerial shot of parade; giant Stewie and Underdog balloons chase and fight for Coke bottle balloon; Charlie Brown balloon grabs the Coke. 186
4 Bridgestone Squirrel runs onto road to eat acorn; car roars up; forest animals and woman in car all scream; car swerves and misses squirrel. 173
5 Bud Light Bud Light is brewed to give you everything you want in a beer; never ending refreshment; and now the ability to breath fire. 164
6 7 Up Woman screams when she finds all 7 Up cans in fridge are empty; 100% Natural Flavors, who can resist that? 155
7 Chevrolet Malibu--Car zooms around on blue-green background; it's like a super-Accord; the car you can't ignore; North American Car of the Year. 154
8 Bayer Aspirin The day that I had a heart attack, I was on 7th hole; lot more living that I want to do; want to live to see grandchildren. 151
9 SoBe Life Water--Naomi Campbell walks into room and drinks from bottle; lizard leaps to catch a drop; perform Thriller dance routine. 147
10 Walt Disney World Eli Manning, you and the Giants just won the Super Bowl; what are you going to do next?: I'm going to Disney World! 146
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of January 28 to February 24, 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.
For example, with a Likeability index of 202, the top ranked NFL spot has proven to be twice as liked as the average new commercial during the past four-week period.
IAG TOP 10 MOST-RECALLED NEW TV ADS
Jan. 28 to Feb. 24, 2008
Rank Brand Description Index
1 FedEx So let me get this straight, you solved all our shipping problems with pigeons, equipped with GPS and night vision; giant pigeons. 236
2 Budweiser Dalmatian trains Hank the Clydesdale to tune of Rocky theme; one year later; welcome aboard Hank; touch paw & hoof. 235
3 Glade Candles--Woman lights apple cinnamon candle; opens front door; 3 women enter; are you baking a pie?; smells like the real thing. 216
4 Budweiser Bud Light is brewed to give you everything you want in a beer; never ending refreshment; and now the ability to breath fire. 215
5 Diet Pepsi Max--various people nod off: Super Bowl announcer, man at diner counter, all drink Pepsi & bob heads like SNL skit. 205
6 Staples Man in office flips out over being out of Dell ink; woman presses Easy button, wall turns around to reveal Staples ink section. 202
7 Bud Light Cavemen push stone cooler of beer; We'll never make it to party; I invent The Wheel; Help get Bud Light to party. 200
8 Bud Light So glad you two could make it to our wine and cheese party; Bud Light bottles hidden in cheese and baguette; going on a cheese run. 199
9 Planters Cashews--woman in pink with unibrow; men flirt with her; woman shown rubbing cashews on her skin like perfume. 199
10 AMP Energy Drink Tow truck guy connects jumper cables from car engine to his chest; guy dances to "Push It"; guy drinks AMP; engine turns over. 196
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of January 28 to February 24, 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 236, the top ranked FedEx spot has proven to be more than twice as memorable as the average new commercial during the past four-week period.
In this article:
Most Popular