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

Nielsen IAG Research Ad Ratings: Consumers Like Microsoft's 'Kylie' Ad Best

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NIELSEN IAG TOP 10 MOST-LIKED NEW ADS
Feb. 2 to March 1, 2009
TOP MOST-LIKED SPOT
Yeah, we know -- something about kids and puppies make commercials. In Microsoft's latest iteration of its "I'm a PC" campaign, 4-and-a-half-year-old Kylie shows the rest of us how easy it is to upload, retouch (!) and send photos using Microsoft's software. Kids these days...


Advertising Age Embedded Player
Rank Brand Description Index
1 Microsoft Windows--4 1/2 year-old Kylie sends picture of pet fish to family; plugs camera into laptop; click this; auto adjusts picture; I'm a PC. 163
2 Subway $5 Any Footlong--Man at car dealership sets up for sales event; Subway upstages him with giant gorilla inflatables, fireworks and blimp. 152
3 Hulu Eliza Dushku, star of "Dollhouse"; Hulu beams free shows to computer to simmer your head-meat into fondue; delicious to us; we're aliens. 152
4 Crystal Light Women in white dresses dance; their dresses turn into vibrant colors before flinging off in liquid form; make a delicious change. 151
5 Domino's Pizza American Legends--If there's one thing the Secretary of Taste loves more than his mother, it's bacon, succulent chicken, tasty provolone. 149
6 Chips Ahoy! Wizard of Oz; claymation cookie in house picked up by tornado; Toto, I don't think we're in Kansas; hand grabs cookie from above. 147
7 Dyson Ball--It's pretty simple, four fixed wheels like to go in straight lines; ball can move in any direction; easy turns with minimal effort. 140
8 Macy's Presidents' Day Sale--Woman sewing red stars on a white flag; it's a savings celebration; Save 25-60% on famous brands storewide. 135
9 Kellogg's Frosted Mini-Wheats--Two pieces of cereal help boy study; kids who ate filling breakfast of Mini-Wheats had 23% better quality of memory. 135
10 E-Trade Two infants talk about the rough economy; it's times like these that E-Trade can help replan your investments; one infant starts singing. 132
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of February 2 to March 1, 2009. 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 163, the top ranked Microsoft Windows spot has proven to be 63% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW ADS
February 2 - March 1, 2009
Rank Brand Description Index
1 Budweiser Announcers say Kasey Kahne is dominating race; how does he do it?; seen using GPS navigator; approaching left turn in five seconds. 240
2 Dannon Activia--Jamie Lee Curtis asks Julia Tolbert to tell her story; sitting on green couch; regulates digestive system in two weeks. 221
3 Ask.com Boy asks if it's safe to drink milk after expiration date; dad says not for you guys; get the best answers to your questions. 215
4 E-Trade Babies laughing at Benny; still pays for an expensive broker; take control with one of most powerful investment machines. 211
5 Chips Ahoy! Wizard of Oz; claymation cookie in house picked up by tornado; Toto, I don't think we're in Kansas; hand grabs cookie from above. 210
6 H&R Block Second Look--man with one eye holds wheelbarrow full of money; got a second look on his past tax return; I can't believe my eye. 205
7 PAM Woman in kitchen struggles with fish in pan; flings pan through kitchen and car windows; PAM cooking spray helps you pull it off. 203
8 Red Lobster Lobsterfest--This year, we've created more irresistible ways to love lobster than ever; Lobster Lovers Dream and other creations. 199
9 H&R Block Second Look--Death visits Murray in office and tells him that he made mistakes on his tax return; found mistakes on 4 out of 5 returns. 196
10 PAM Children at party yell for cupcakes; they stick to pan and woman delivers crumbled snacks; PAM cooking spray helps you pull it off. 192
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of February 2 to March 1, 2009. 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 240, the top ranked Budweiser ad has proven to be 2.4 times as memorable as the average new commercial during the past four-week period.
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