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

Nielsen IAG Research Ad Ratings: Consumers Like Disney Parks' 'Birthday' Ad

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NIELSEN IAG TOP 10 MOST-LIKED NEW TV ADS
Sept. 15 to Oct. 12, 2008
TOP MOST-LIKED SPOT
Maybe because we're in a recession (or we like seeing kids in ads), but Disney Parks' spot inviting consumers to register for a free visit on one's birthday was the most-liked new ad.

Rank Brand Description Index
1 Disney Parks Mouse balloons float and follow people; boy getting hair cut, girls at ballet class; join us at one of our parks on your birthday for free. 153
2 Macy's Show clips from past to present such as "I Love Lucy" and "Seinfeld" where Macy's is mentioned; part of your life for 150 years. 151
3 Lowe's Female employee from another store buys lamp at Lowe's; tells co-worker it's a chainsaw for her husband. 149
4 Disney Parks Boy in class opens envelope and Mouse balloons and fireworks come out; Happy Birthday Alex; join us on your birthday for free. 145
5 Lexus RX--Firefighters at accident scene clip hook from helicopter, lifting stage to reveal SUV in park; best way to survive an accident is to avoid one. 143
6 NFL NFL Shop--Ladies, football's got a more feminine touch; choose from a new selection of women's fashion apparel designed by Alyssa Milano. 142
7 Bertolli Oven Bake Meals--Chef sings opera in restaurant with empty tables because of Bertolli; couple makes lasagna at home. 138
8 Verizon Wireless Push to Talk--Construction worker tells boss that they already have push-to-talk, and phones came with holsters; truck moves to reveal network. 137
9 Microsoft Windows--I'm a PC, and I am not alone; various people proclaim that they're PC's; grandmother, teacher; we're all a PC, inseparably one. 137
10 AT&T FamilyTalk with Rollover--Brothers fight over new and old rollover minutes; mother mixes up minutes, holds one up and asks if it's old or new. 135
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of Sept. 15 to Oct. 12, 2008. The Likeability Score is the percentage of TV viewersáwhoáreport 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 153, the top-ranked Disney Parks spot was 53% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW TV ADS
Sept. 15 to Oct. 12, 2008
Rank Brand Description Index
1 Volkswagen Routan--Babies in nursery are shown; Brooke Shields says these are the Routan babies; have a baby for love, not a Routan. 216
2 KFC KFC $10 Challenge--Mom and kids go to grocery store and try to get all ingredients to make chicken under $10; we're over $10 (:15). 215
3 DirecTV Girl says they're here, spirits burst thru screen; Craig T. Nelson says instead of watching channels in HD, we're stuck watching cable. 208
4 Volkswagen Routan--Brooke Shields says husband brought wife to dealership for an intervention because she wants to give birth simply for German engineering. 204
5 Clue (Hasbro) Imagine you're a celebrity at a party everyone's dying to attend; someone dies; you discover where, with what weapon, and who did it. 204
6 KFC KFC $10 Challenge--Mom and kids go to grocery store and try to get all ingredients to make chicken under $10; we're over $10 (:30). 201
7 Volkswagen Routan--Brooke Shields talks about women getting pregnant just to get a Routan and every single one of them is in complete denial. 201
8 Duracell Mom looks for son and calls for him; uses BrickHouse Child Locator and finds him; the only battery BrickHouse trusts is Duracell. 200
9 Tyson Chicken Nuggets--kids devise ways for disposing food; crispy on the outside, juicy on the inside; now made with 100% natural ingredients. 191
10 Domino's Oven Baked Sandwiches--Domino's guy delivers to Sub-Mart; I have an oven baked sandwich for Steve; leave it on the side of the building. 190
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of Sept. 15 to Oct. 12, 2008. The Recall Score is the percentage of TV viewersáwhoácan 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 216 the top-ranked Volkswagen ad has proven to be over two-times as memorable as the average new commercial during the past four-week period.
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