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

Nielsen IAG Research Ad Ratings: Consumers Like NFL's Ad Best

Published on .

Most Popular
NIELSEN IAG TOP 10 MOST-LIKED NEW ADS
Sept. 21 to Oct. 18, 2009
TOP MOST-LIKED SPOT
Actress and uber-sports-fan Alyssa Milano is also a clothing designer of team-branded sportswear for female fans. The spot for the NFL Touch Women's Fashion Collection starring its designer was the commercial most liked by viewers during the last month.


Advertising Age Embedded Player
Rank Brand Description Index
1
NFL
NFL Touch Women's Fashion Collection--Alyssa Milano wears team apparel and is shown flipping hair in slow motion. 181
2
Toyota
Little boy disapproves using basic car wash; father chooses ultimate wash instead; some day, this Camry could be his. 173
3
McDonald's
Every October, real people win real money playing Monopoly; woman shown playing on laptop. 145
4
Wendy's
Bacon Deluxe--Coworkers leap, run, and crash through window to get to a burger an employee just left. 144
5
Wonderful Pistachios
Beauty pageant contestant endorses cracking pistachio shells to help Americans build a better future. 144
6
Samsung
DualView Camera--British Royal Guard takes camera from woman and snaps a photo, before a gorilla takes the camera. 142
7
Disney Parks
Miss Piggy dreams about a date with man at a Disney park; give a day of service and get a one-day ticket. 141
8
Michelin
Michelin Man throws fuel efficient tires at an evil gas pump to save town; save up to 109 gallons of fuel. 140
9
Disney Parks
Muppets help out at a construction site; Miss Piggy bumps her head and another gets an electrical shock. 140
10
MasterCard
Little girl reads books while eating cereal before spilling milk; remembering to take it one day at a time: priceless. 130
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of September 21, 2009 to October 18, 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 181 the top ranked NFL spot has proven to be 80% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW ADS
September 21 - October 18, 2009
Rank Brand Description Index
1
Halls
Refresh--Boy offers roommate's mom a cough drop and they stare at each other. 224
2
Old Navy
Cardi Coats--SuperModelquin becomes upset when she doesn't have her legs; she then sees them on baggage claim. 206
3
Campbell's
Chicken Noodle--Boy at window sips noodle that stretches from billboard on an adjacent building. 202
4
AT&T
A-List with Rollover--Father plays fetch with dog using family's "minutes"; the minutes we save, we keep. 199
5
KFC
Grilled Chicken--People in long line leading out of a building say, "I'm in"; 60 million Americans unthink alike (:30). 194
6
Microsoft
Windows 7--Little girl, Kylie, creates a slide presentation containing quotes of praise for Windows 7. 194
7
KFC
Grilled Chicken--People in long line leading out of a building say, "I'm in"; Grilled Nation is 60 million and counting (:15). 191
8
Papa John's
Mega XL3--Papa John knows how to make a hungry crowd happy; 10 slices with any 3 toppings. 188
9
Wonderful Pistachios
Wee man shoots tennis ball at his head to crack open a pistachio; lowest calorie nut; lowest fat nut. 180
10
Walt Disney World
Boy runs into kitchen; crashing sound heard in closet; family walks into Pirate adventure; get 3 more nights free. 179
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of September 21, 2009 to October 18, 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 224 the top ranked Halls ad has proven to be over two-times as memorable as the average new commercial during the past four-week period.
In this article: