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

Nielsen IAG Research Ad Ratings: Consumers Like M&M's Mint Crisp Ad

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TOP 10 MOST-LIKED NEW TV ADS
April 21 to May 18, 2008
TOP MOST-LIKED SPOT
Indiana Jones isn't the only adventurer this spring with a dislike for snakes. In a product tie-in with "Indiana Jones and the Kingdom of the Crystal Skull," Red M&M comes face to face with a cobra in a playful homage to "Raiders of the Lost Ark."


Advertising Age Embedded Player
Rank Brand Description Index
1 M&M's Mint Crisp--M&M's climb rope down into room filled with snakes; "Indiana Jones and the Kingdom of the Crystal Skull". 173
2 Tropicana Pure Valencia--woman describes oranges with footage of oranges being cut & falling; the best juice Tropicana has ever made. 166
3 Nissan Altima--put the Altima through over 5000 extreme tests to help ensure quality and durability; car is splashed by wave. 164
4 Progressive Woman in all-white store; can compare rates to other companies; with savings can buy a new pair of shoes. 155
5 Kay Jewelers Mother's Day--Daughters treat mom to spa in backyard, "whirlpool" in wading pool, manicure; real diamond jewelry from dad. 154
6 Apple Mac--PC bursts through banner held by cheerleaders; Mac more popular than ever with students; Cheerleaders chant "PC #2!". 153
7 Coppertone Continuous Spray--DermaPhoto booth at the beach reveals hidden sun damage; highest level of spray protection you can get. 152
8 Volkswagen Leonard Nimoy interviewed by VW Bug during TV talk show; being typecast is the worst; engineered fasted shifting transmission. 147
9 American Express Beyonce Knowles tells Ellen DeGeneres to "have your people call my people"; Ellen looks for her people, turns to American Express. 145
10 Hallmark Recordable Cards with Music--girls decide what to record in Mother's Day card; mom opens card, "You totally rock!", song plays. 143
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of April 21 to May 18, 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 173 the top ranked M&M's spot has proven to be 73% better-liked than the average new commercial during the past four-week period.
TOP 10 MOST-RECALLED NEW TV ADS
April 21 - May 18, 2008
Rank Brand Description Index
1 Sega Iron Man the Video Game--Clips from movie and game; they say the best weapon is one you never have to fire. 247
2 Pizza Hut Tuscani Pastas--New Yorkers attend pasta tasting on hidden camera; pasta is actually form Pizza Hut. 219
3 Dannon Activia--Jamie Lee Curtis says only one yogurt has bifidus regularis and is clinically proven to help regulate your digestive system. 215
4 Apple iPod + iTunes--Colorful silhouettes of people dance to "Shut Up and Let Me Go" by the Ting Tings. 211
5 Scotts Turf Builder Water Smart--Get a beautiful lawn that uses less water; blade of grass sling water droplets back to a sprinkler. 208
6 Cheez-It How does Cheez-It do it?; skydivers jump out of plane guiding a giant cheese wedge to a cracker on a target. 197
7 Hallmark Recordable Cards with Music--girls decide what to record in Mother's Day card; mom opens card, "You totally rock!", song plays. 190
8 Apple Mac--PC with cowboy hat and guitar sings song about Vista Blues; Vista's got issues, it's so glitchy; hound dog barks at end. 188
9 Quiznos Deli Favorites--Woman in laundromat peels $5 off the wall and eats it; shouldn't you get your money's worth?; deli sandwiches now $5. 185
10 Apple Mac--PC bursts through banner held by cheerleaders; Mac more popular than ever with students; Cheerleaders chant "PC #2!". 185
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of April 21 to May 18, 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 247 the top ranked Sega spot has proven to be nearly two and a half times more memorable than the average new commercial during the past four-week period.
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