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

Nielsen IAG Research Ad Ratings: Consumers Like Macy's

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NIELSEN IAG TOP 10 MOST-LIKED NEW TV ADS
Oct. 20 to Nov. 16, 2008
TOP MOST-LIKED SPOT
Retail giant Macy's earlier this year built an ad campaign around celebrities, and the motif carries over to this Christmas-themed spot, which was most-liked by consumers. The spot also plugs the store's association this season with the Make-a-Wish Foundation.


Advertising Age Embedded Player
Rank Brand Description Index
1 Macy's Celebrities read "Yes, Virginia there is a Santa Claus"; little girl deposits a letter in mailbox; Macy's donates to Make-A-Wish Foundation. 190
2 Zales Celebration Diamond -- Man uses yarn to deliver ring to woman in opposite building and posts note saying "Will You?"; Love rocks. 163
3 Wal-Mart With Christmas come traditions; woman talks about dishes for family for Christmas dinner; I can get all of the fresh, healthy ingredients. 161
4 Ford F-150 -- All-new; engineers are probably the same guys we all cheated off of in science class; can't get a truck with better mileage. 147
5 Hallmark Recordable Cards with Music -- Can you say Merry Christmas?; woman asks son to say it; finally records it in card that Grandma opens. 145
6 Disney Parks Woman stands in line at grocery store; finds gold envelope mixed with coupons; you're invited Pamela; buy 4 nights, receive 3 nights free. 144
7 Target Christina Aguilera: Keeps Gettin' Better CD -- Aguilera dances, plays superhero within frames of comic strip; only at Target. 143
8 Applebee's 2 For $20 Menu -- For the price of a night in, how about a night out?; bucket of chicken knocked out of way; couples shown in restaurant. 142
9 Halls Man in elevator; different people, like pizza delivery guy, come in and crowd him; after taking Halls, everyone is flattened against wall. 139
10 Macy's Birthday Sale -- Woman carries balloons; Save 25-50% on your favorite brands; inspiring oohs, aahs and wows for 150 years. 137
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of Oct. 20 to Nov. 16, 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 190 the top ranked Macy's spot has proven to be 90% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW TV ADS
October 20 - November 16, 2008
Rank Brand Description Index
1 Apple Mac -- PC offers Mac a cupcake to raise money to repair Vista; marketing people spent all the money on an ad campaign; Mac takes a bite. 195
2 Macy's Celebrities read "Yes, Virginia there is a Santa Claus"; little girl deposits a letter in mailbox; Macy's donates to Make-A-Wish Foundation. 189
3 DirecTV Chevy Chase and Christie Brinkley in scene from National Lampoon's Vacation; crazy is not connecting your new flat screen to DirecTV (:30). 187
4 Plavix Gurney follows man as he walks around museum; taken with other heart medicines, Plavix provides greater protection against heart attack. 185
5 Kellogg's Rice Krispies -- Mom and kids make treats; girl points at spider web; mom makes witch's hat; best treat is the one you get at home. 185
6 Citi CitiCard -- two guys at concert find ways to sneak to the front; want great seats? enter for chance to go on 3-city tour with Nickelback. 181
7 Microsoft Windows -- Clips of people talking about themselves; I'm a PC and I love life, shoes, to make people laugh, signing; upload yourself. 180
8 Healthy Choice Fresh Mixers -- Two men in office kitchen; can you talk me through it first time?; add water, microwave, strain, & stir; What is that, Japanese? 179
9 DirecTV Chevy Chase and Christie Brinkley in scene from National Lampoon's Vacation; crazy is not connecting your new flat screen to DirecTV (:15). 179
10 Halls Man in elevator; different people, like pizza delivery guy, come in and crowd him; after taking Halls, everyone is flattened against wall. 178
Source: Nielsen IAG (iagr.net)
Only new ad executions considered, airing weeks of Oct. 20 to Nov. 16, 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 Apple Mac ad has proven to be nearly two-times as memorable as the average new commercial during the past four-week period.
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