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

Nielsen IAG Research Ad Ratings: Consumers Like Target Ad Best

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NIELSEN IAG TOP 10 MOST-LIKED NEW ADS
May 10 to June 6, 2010
TOP MOST-LIKED SPOT
"Engagement" is a popular word among TV ad sellers. ABC has touted viewer engagement with its popular shows, such as "Lost." The network looked to accommodate advertisers during the show's finale. Target ran several ads that played off storylines from the popular program. One commercial showed the famous "smoke monster" breaking up an island camp, then a reminder that a smoke detector at Target only costs $10.99.


Advertising Age Embedded Player
Rank Brand Description Index
1
Target
Black smoke emerges from jungle; "Lost" theme; First Alert smoke detector. 209
2
Aflac
Animated kids play roughly with toys; if you get hurt, you get paid cash fast; "Toy Story 3." 151
3
McDonald's
Shrek Forever After Glasses--Donkey tells Shrek that outside forces are making him crazy. 148
4
Ford
Fiesta--People with arrows highlight gas mileage; 40 more movies, concerts, ballgames. 139
5
Walmart
Mom let me show you the coolest rollback in the store; what's better than a dessert on rollback? 134
6
Johnsonville Sausage
Man wrestles with children at summer barbecue, then runs to grill and eats sausage. 124
7
Chevrolet
Everyone deserves a car they can count on; images of cars in testing; Red X engineers obsessed with quality. 122
8
Visa
Debit--Characters from Toy Story see Buzz in shopping basket and try to save him from getting bought. 121
9
Hebrew National
Hot dogs made with 100% kosher beef; woman dressed as royalty renames them "Queen Elizabeefs." 120
10
Cadillac
CTS V--World's fastest production sedan; 0-60 in 3.9 secs; car accelerates on street at night. 114
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of May 10 to June 6, 2010. 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 209 the top-ranked Target ad has proven to be 109% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW ADS
May 10 to June 6, 2010
Rank Brand Description Index
1
Walmart
Watch Mr. Rollback drop the price of your summer cookout; Heinz ketchup, Sara Lee hot dog buns. 241
2
Pantene
Stacy London announces the first reality hair star winner during "live" commercial. 224
3
Target
Wild boar runs through jungle; "Lost" theme; Kraft Original Barbecue Sauce. 210
4
Target
Black smoke emerges from jungle; "Lost" theme; First Alert smoke detector. 209
5
Target
Man types numbers into computer; execute button doesn't work; "Lost" theme. 207
6
Subway
Man eating a burger falls through hammock; try a Fresh Fit meal. 200
7
Verizon
Droid--Smart phone can see through walls, locate restaurants and shops though viewfinder. 193
8
Domino's
Workers try to get Bill Johnson to try their pizza; 2 medium, 2 topping pizzas for $5.99 each. 187
9
Victoria's Secret
Biofit 7-Way--One bra that you can wear seven ways; different strap arrangements shown. 186
10
AT&T
Huge sheets of orange cloth cover buildings and landmarks across the country. 182
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of May 10 to June 6, 2010. 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 241 the top ranked Walmart 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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