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

Nielsen IAG Research Ad Ratings: Consumers Like Taco Bell's Frutista Freeze Ad

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NIELSEN IAG TOP 10 MOST-LIKED NEW TV ADS
May 19 to June 15, 2008
TOP MOST-LIKED SPOT
Taco Bell introduces its Fruitista Freeze in this spot that uses a talking giant turtle to emphasize that we can all use an escape. While the ad's typical Taco Bell dude is catching a break from the heat, the turtle hopes to avoid being some shark's tasty snack.


Advertising Age Embedded Player
Rank Brand Description Index
1 Taco Bell Frutista Freeze--Turtle crawls up to guy on beach chair and says,"That looks refreshing"; guy says, "Yeah it's like an escape." 157
2 Kmart Mr. Blue Light says, "Movie tickets, what an incredible gift idea!"; scenes from The Incredible Hulk shown; Father's Day. 153
3 Verizon Wireless Samsung Glyde--Man's hand plays with phone while man is sleeping; responsive touch screen and slide-out keyboard. 149
4 Honda Pilot--Man in SUV picks up nudists stranded in hot air balloon; they get in backseats of car; Rearview Camera; Ride Ready. 129
5 Red Lobster Grilled Seafood Creations--We're firing up the grill; fire grilled Maine Lobster Tails; Shrimp & Scallops; Tequila Lime Shrimp & Chicken. 127
6 Saturn Aura--car drives by and objects and people transform; banners appear on driveway; kids sprout wings; flowers bloom on highway. 126
7 Wendy's Frosty Shakes--If we all scream for ice cream, imagine what we'd do for these; sauces made from real ingredients. 124
8 Lowe's Grills--Man watches a flower fall on grill and cause it to collapse; goes to Lowes with wife to look at grills; lower prices all over the store. 123
9 Honda Pilot--man in SUV stops for group standing near side of road with bison; we're trapped, there's 7 of us; Seats 8; Ride Ready. 122
10 TGI Friday's Right Portion Right Price Menu--Guy Fieri tries to help a guy on a date; boring won't cut it; show her you like new things. 122
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of May 19 to June 15, 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 157 the top ranked Taco Bell spot has proven to 57% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW TV ADS
May 19 to June 15, 2008
Rank Brand Description Index
1 Cymbalta Where does depression hurt: everywhere; who does depression hurt: everyone; woman in leather recliner; women on couches. 219
2 Kmart Dad asks kids if they're done with breakfast and officially declares "beach day"; kids play in pool & sprinkler; dad cooks on grill. 198
3 Bertolli Premium Pasta Sauce--Chef cries in kitchen and shouts Bertolli; it's a sad day for chefs; 90 seconds from pouch to plate (:30). 193
4 Bertolli Premium Pasta Sauce--Chef cries in kitchen and shouts Bertolli; it's a sad day for chefs; 90 seconds from pouch to plate (:15). 191
5 MetLife Online Life Insurance Selector--Snoopy confused by "if" road sign; help you create your personal safety net (:15). 190
6 General Mills Whole Grain--Cereal aisle in middle of city; one side is made with whole grain, one side isn't; get your whole grain guarantee . 190
7 MetLife Online Life Insurance Selector--Snoopy confused by "if" road sign; helps you create a personal safety net (:30). 190
8 Capital One Card Lab--Two men watch in lab as a meteor approaches; man makes a Capital One card and then blows up meteor. 189
9 Quiznos $5 Deli Favorites--Woman in chair eats $5 bill; if you're gonna eat $5 shouldn't you get more meat?; more meat than Subway. 188
10 Vivendi Games The Bourne Conspiracy--What happens when the hunted turns into the hunter?; become Jason Bourne; scenes from video game. 185
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of May 19 to June 15, 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 219 the top ranked Cymbalta spot has proven to be over two times as memorable as the average new commercial during the past four-week period.
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