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

Nielsen IAG Research Ad Ratings: Consumers Like Coca-Cola's 'Ceremony' Ad

Published on .

NIELSEN IAG TOP 10 MOST-LIKED NEW TV ADS
July 21 to Aug. 17, 2008
>
TOP MOST-LIKED SPOT
Many of the top spots this month had Olympic themes, appropriately enough, as marketers used to just-completed Beijing Games as a way to bring their brands in front of a massive TV-viewing audience. Coke's spot, highlighting its 80-year connection to the games, was the most-liked by consumers.


Advertising Age Embedded Player
Rank Brand Description Index
1 Coca-Cola Images of athletes receiving medals; if you've had a Coke in the last 80 years, you've had a hand in making every Olympic dream come true. 157
2 Home Depot Athletes shown; it's time for a little sweat; proud to employ more Olympic and Paralympic hopefuls than any other company in the world. 151
3 Cheerios So you're looking to lower your cholesterol; people gather to eat cereal; lower cholesterol 4% in 6 weeks. 147
4 T-Mobile Family Allowances--Parents manage the kids' cell phones minutes; kids fight with water hose in background; what about subtracting? 145
5 General Electric Biogas Technology--People in China leave offerings for a dragon; dragon breathes fire and heats boiler that then heats pool in village. 145
6 Wal-Mart Mom and daughter in college dorm room; create a room as unique as she is without going over budget; letting go is the hard part. 141
7 Oreo Girl on train in China, sees another girl on another train through window; both girls eat Oreos and mirror each other's actions. 140
8 Burger King Cheesy Bacon Tendercrisp--Man hides in motel to eat sandwich; cow breaks down door; sweetie; chicken so good you'll cheat on beef. 134
9 Mazda 10 Car Dash Model Year Closeout--Runners leap over cars; save on vehicles; dash in, offer ends soon. 130
10 Visa He's competed against the past, history books, time, himself; congratulations Michael on winning more gold medals than anyone ever. 129
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of July 21 to August 17, 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 Coca-Cola 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
July 21 - August 17, 2008
Rank Brand Description Index
1 Staples Back to School--Mom and daughter try to purchase $219 pair of jeans; Mom presses red "easy" button; store associate says that doesn't work here. 215
2 General Electric Man hurls discus in ancient Olympic games; crashes into column and building collapses; wind energy is helping power the Beijing games. 201
3 General Electric Biogas Technology--People in China leave offerings for a dragon; dragon breathes fire and heats boiler that then heats pool in village (:60). 195
4 General Electric Biogas Technology--People in China leave offerings for a dragon; dragon breathes fire and heats boiler that then heats pool in village (:45). 193
5 McDonald's Woman prepares burger while sports commentators describe the play-by-play. 190
6 Oreo Girl on train in China, sees another girl on another train through window; both girls eat Oreos and mirror each other's actions. 189
7 Verizon Push to Talk--Construction worker stuck in cement; asks for help on walkie-talkie but it doesn't work; we all upgraded to Verizon Wireless. 186
8 Kellogg's Frosted Mini-Wheats--Two kids walk to school; animated Frosted Mini-Wheats on backpacks; study showed breakfast improves attentiveness. 184
9 Coca-Cola Computer-animated birds collect drinking straws to build a replica of Bird's Nest stadium that ends up overlooking the real Olympic stadium. 179
10 Wrigley's Orbit--Orbit institute; woman holds barbell in teeth; now accepted by the American Dental Association; for stronger teeth, chew Orbit. 179
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of July 21 to August 17, 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 215 the top ranked Staples spot has proven to be over tow times as memorable as the average new commercial during the past four-week period.
In this article:
Most Popular