Online Exclusive: IAG Ad Ratings

MONTH'S TOP 10 MOST-LIKED, MOST-RECALLED NEW TV SPOTS

Consumers Rate White House Drug Office Spot Most Liked

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IAG TOP 10 MOST-LIKED NEW TV ADS
Feb. 28 - March 27, 2005
TOP MOST-LIKED SPOT
The White House Office of National Drug Control Policy spot featuring a young girl speaking out against peer pressure to use drugs was ranked the most liked by viewers.
Rank Brand Description Index
1 ONDCP Freevibe-com -- Girl in pick sweater recites poem about resisting peer pressure and drug use 159
2 Sony PlayStation PSP -- Man in red shirt morphs into musical performer 157
3 Gillette Tag Body spray -- Mrs. Drake answers door, smells Steven and hits on him. 155
4 Mountain Dew Man gets soda from vending machine, car remote turns vehicles into new shapes 155
5 Papa John's Sicilian Meat Pizza -- Woman dances and eats pizza 150
6 Coca-Cola With Lime -- Scientist thinks of adding lime, board meeting, factory, news anchor put lime in Coke 150
7 Quiznos Steakhouse Beef Dip Sub -- Baby Bob on chair, close-up of food 147
8 Unilever Axe Shower Gel -- Plumber pulls earring, bra and riding crop out of bathtub drain 145
9 Crayola Erasables -- Girl thinks Mississippi is the hardest state to spell 144
10 Home Depot Flooring -- Family plays cards on the floor, doesn't want to spend a lot on floors but wants it to look that way 141
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Feb. 28 to March 27. The Likability 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. (Likability Index) 100 equals average.
IAG TOP 10 MOST-RECALLED NEW TV ADS
Feb. 28 - Mar. 27, 2005
TOP MOST-LIKED SPOT
AOL's cafeteria line ham sandwich and tuna explanation of how it improves any broadband service was the most recalled TV spot of the period.
Rank Brand Description Index
1 America Online (:60) Two men in cafeteria do ham and tuna sandwich comparison of spam and virus protection 232
2 America Online (:30) Two men in cafeteria do ham sandwich and tuna comparison of spam and virus protection 221
3 America Online Comprehensive Virus Protection -- Man says why should he be worried about new viruses 221
4 America Online Comprehensive Virus Protection -- Hacked like Kung Pao Chicken, wants to share private e-mail with public 217
5 Home Depot Box appears in variety of rapidly changing, colorful designs, employees build chest 210
6 Blockbuster All You Can Watch -- People celebrate outside store 204
7 Crayola Erasables -- Girl thinks Mississippi is the hardest state to spell 204
8 Charmin MegaRoll -- No one likes changing the roll, family of bears lines up 204
9 Sears Ty Pennington takes men to check out lawn care equipment 203
10 Burger King TenderCrisp Bacon Cheddar Ranch -- Rock star Hootie sings about fantasy ranch, lotto tickets 190
Source: IAG Research (iagr.net)
Only new campaigns considered, airing weeks of Feb. 28 to March 27. 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 ads during the time period (Recall Index). 100 equals average.
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