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

Nielsen IAG Research Ad Ratings: Consumers Like Target's Ad Best in July

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NIELSEN IAG TOP 10 MOST-LIKED NEW ADS
June 29 - July 26, 2009
TOP MOST-LIKED SPOT
Maybe it was the mention of multiple brands -- Sun Chips, Viva, Tidy Cat and Market Pantry -- in this spot from Target, or maybe it was the cause-marketing pitch, but viewers in July related to Jennifer and her shopping list.


Advertising Age Embedded Player
Rank Brand Description Index
1
Target
Jennifer's got her list; she also expects her SunChips to unite the family, her favorite store to give back to her favorite causes. 154
2
McDonald's
McCafe--Man at club asks audience if they're loving their McCafe experience; talks about Free McCafe Mondays. 152
3
Applebee's
2 For $20 Menu--One appetizer, 2 entrees; couples shown along with scenes of food; refreshed and ready for summer (:30). 140
4
Applebee's
2 For $20 Menu--One appetizer, 2 entrees; couples shown along with scenes of food; refreshed and ready for summer (:15). 140
5
MasterCard
Footage of Marlon Brando, John Wayne, and others in jeans; win the perfect pair of jeans and a trip in promotion. 130
6
Pizza Hut
The Edge--Tommy talks enthusiastically about pizza in classroom and says that he has been to the edge and back. 126
7
McDonald's
McCafe--Woman talks about going through life and taking in new sensations; setting aside the past and making room for the new. 123
8
Dr. Pepper
Dr. Dre chases deejay out of his booth and uses soda can to slow down the record and get people dancing. 122
9
Omega
Footage of President John F. Kennedy delivering speech about going to moon; the first and only watch worn on the moon. 122
10
Dodge/Chrysler/Jeep
Summer Clearance--Man stands in front of touch screen and selects vehicles to zoom in on, as incentives are described. 119
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of June 29, 2009 to July 26, 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 154, the top-ranked Target spot has proven to be over 50% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW ADS
June 29 - July 26, 2009
Rank Brand Description Index
1
Pizza Hut
Big Eat Tiny Price Menu--Waitress hands oversized menus to four guys at a table; get big meals starting at $5. 245
2
Gatorade
Music made of claps and stomps; montage of athletes playing various sports; bottles are slammed down. 234
3
Old Navy
Slouchy Tees and Tanks--Style-Off between mannequins Kelly and Heather; get your style on; just $7 this week. 226
4
KFC
$5 Fill-Up Box--Man asks other guy at table if his drink and chips were included with the $5 sub; guy says "extra." 224
5
Progressive
Concierge claims centers--agent answers questions during tour; one man asks, "What if mother won't let me drive?" 219
6
Kool-Aid
Kool-Aid man catches ball at a baseball game; gives ball to boy in stands; tries to give Soda Man a high five. 211
7
McDonald's
McCafe--Man on motorcycle pokes fun at another man's minivan before it starts to rain; minivan drives away. 206
8
Pizza Hut
The Edge--Tommy talks enthusiastically about pizza in classroom and says that he has been to the edge and back. 196
9
Skittles
Guy confronts friend about eating Skittles from his hourglass; causes time to speed up; guy ages quickly. 188
10
Hallmark
Butterflies flutter around girl's stomach on first day back to school; they fly away when she opens card from mother. 187
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of June 29, 2009 to July 26, 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 245, the top-ranked Pizza Hut ad has proven to be over 2.4 times as memorable as the average new commercial during the past four-week period.
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