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

Nielsen IAG Research Ad Ratings: Consumers Like Dove's Model Ad

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NIELSEN IAG TOP 10 MOST-LIKED NEW TV ADS
June 23 - July 20, 2008
TOP MOST-LIKED SPOT
Dove continues its conversation regarding beauty and self-esteem in the face of commercial exploitation. In this spot, which was the commercial most liked by viewers during the last month, a young girl is bombarded with visuals of tone, buff, scantily clad women. Dove goes on to describe the self-esteem workshops it has formed to educate young girls about notions of beauty.


Advertising Age Embedded Player
Rank Brand Description Index
1 Dove Girls are under more pressure than ever; images of models flash by little girl's face; sits alone; goes to self-esteem workshop. 154
2 Burger King Steakhouse--Man asks other men what they did to deserve a burger; one discovered a new planet, the other man helped. 147
3 Capital One Card Lab--Sea captain designs his own credit card while a giant squid attacks his submarine; card features picture of his pet. 141
4 Target Boy scouts with huge marshmallows and Hershey's bars; More joy, Less jingle; More quench, Less coin; More pretty, Less penny. 136
5 Hyundai Dollars & Sense Sales Event--There's never been a better time to do something completely sensible with your money; up to $2,000 cash back. 133
6 Hyundai Dollars & Sense Sales Event--Now is a great time to do something smart with your money; great fuel economy; up to $3,500 cash back. 129
7 AT&T FamilyTalk with Rollover--Man spills milk on his minutes and throws them out; wife says they're rollover minutes; sister loses her old minutes. 127
8 Chili's Create Your Own Fajitas--People in an office play musical chairs while on a conference call; trying to create your own fun?; welcome to Chili's. 122
9 Hyundai Dollars & Sense Sales Event--Author talks about investing to end up with buckets of money; man opens car door and money falls out. 119
10 Allstate Dennis Haysbert in supermarket; if this isn't a recession, it sure feels like one; other companies have skimped on coverage to get the price down. 117
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of June 23 to July 20, 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 154 the top ranked Dove spot has proven to 54% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW TV ADS
June 23 - July 20, 2008
Rank Brand Description Index
1 Dannon Activia Challenge--Women at pool; one woman doesn't want to swim because she is irregular; Jamie Lee Curtis says Activia works or it's free (:30). 195
2 Kraft Macaroni & Cheese Crackers--Kids eat and are lifted by cheese geysers; kid by pool; kids at lunch; blast of the cheesiest in every bite. 191
3 Capital One Card Lab--Butler says mankind needs you; Armadillo superhero says mankind can wait, designs card instead; decorates card with family picture. 183
4 Coca-Cola John Pemberton created Coca-Cola in 1886; bottles from different eras are shown on a white background; best ingredients for secret formula. 181
5 Lowe's Squeaky door tells man to "paint me" as his wife reads a Lowe's circular; Lowe's has new lower prices all over the store. 179
6 Dannon Activia Challenge--Women at pool; one woman doesn't want to swim because she is irregular; Jamie Lee Curtis says Activia works or it's free (:15). 174
7 DirecTV Robert Patrick from Terminator 2 bursts into helicopter; says he's not here to terminate John Connor, just wants to watch his DirecTV (:15). 171
8 Verizon Wireless Two spooky boys warn a man that the laundry room is a dead zone; he's not worried because he has the Verizon network. 170
9 DirecTV Robert Patrick from Terminator 2 bursts into helicopter; says he's not here to terminate John Connor, just wants to watch his DirecTV (:30). 166
10 AT&T FamilyTalk with Rollover--Man spills milk on his minutes and throws them out; wife says they're rollover minutes; sister loses her old minutes. 161
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of June 23 to July 20, 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 195 the top ranked Dannon spot has proven nearly twice as memorable as the average new commercial during the past four-week period.
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