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

IAG Research Ad Ratings: Consumers Like Oreo's 'Internet' Ad

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IAG TOP 10 MOST-LIKED NEW TV ADS
Feb. 25 to March 23, 2008
TOP MOST-LIKED SPOT
So what if you and your son usually share Oreo cookies and a glass of milk before you put him to sleep but work sends you halfway around the world? In this spot, which was most-liked by viewers last month, the solution comes courtesy of a couple of laptops.


Advertising Age Embedded Player
Rank Brand Description Index
1 Oreo Young boy and father eat cookies with milk together over video chat; good night buddy; good morning dad. 175
2 Reese's Peanut Butter Egg--Peanut butter jar and chocolate rabbit nuzzle; puff of smoke creates peanut butter eggs. 152
3 TGI Friday's Ultimate Recipe Showdown Menu-- Guy Fieri introduces dishes inspired by Food Network's Ultimate Recipe Showdown champions. 152
4 Burlington Coat Factory Easter Savings Event--Families in Easter scenes; huge savings on boys' suits; the largest selections for girls. 144
5 AT&T Man shoots basketball in bar; hi, I'm Chuck's phone; Chuck can't answer because he's an idiot; NCAA Final Four tickets. 140
6 Post Trail Mix Crunch Dog serves man breakfast in bed; start your day with the great taste of trail mix; wake up the trail blazer in you. 138
7 Diet Mountain Dew Footage of people using yo-yos as weapons; Fact: Yo-yos were invented as a weapon; all the intensity with none of the calories. 136
8 Always In Southern Africa, Nia has to miss school because of her period; when you buy Always, you'll help supply girls with great protection. 136
9 EA Games Army of Two--Two video game characters shoot guns, while "One is the loneliest number" song plays; never go into battle alone. 134
10 Diet Mountain Dew Man sees women doing dangerous activities in storm; man hit by lightning; Fact: Lightning strikes men 4 times more often than women. 130
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Feb. 25 to March 23, 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 175 the top-ranked Oreo Cookies spot has proven to be 75% better-liked than the average new commercial during the past four-week period.
IAG TOP 10 MOST-RECALLED NEW TV ADS
February 25 - March 23, 2008
Rank Brand Description Index
1 Ocean Spray Cranberry Juice Cocktail--Packed with nutrients; younger guy pretends to be immune system and fends off balls for older man. 231
2 Claritin Non-Drowsy--Nascar driver Carl Edwards; If I start itching my eyes, it's over with; keeps him focused and doesn't get drowsy. 216
3 Charmin Ultra Soft--Blue bears serve and eat ice-cream cones; more absorbent than leading value brand; less is more. 215
4 Scrubbing Bubbles Automatic Shower Cleaner--woman shown in pink robe; now has two sprayers; two maids parachute down and clean shower. 208
5 McDonald's McSkillet Burrito--two men in kitchen; you were supposed to make me breakfast; puts wrapped burrito in frying pan. 201
6 M&M's When you're an M&M you may wonder where are my earholes? Should I make new ones? Green M&M holds drill. 199
7 Midas SecureStop--Guy crashes his car into store, I think I might need some better brakes; exceptional stopping power. 198
8 Quiznos Prime Rib Ranchero--The ranchero no share-o; your friends are gonna want to try some; tender prime rib. 189
9 Gatorade G2--Dwyane Wade walks as wood paves the way; who's got night games, home games and away games; low calorie hydrator. 181
10 Oreo Young boy and father eat cookies with milk together over video chat; good night buddy; good morning dad. 181
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Feb. 25 to March 23, 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 231, the top ranked Ocean Spray 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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