Online Exclusive: IAG Ad Ratings

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

Consumers Rate M&M Spot Most Liked

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IAG TOP 10 MOST-LIKED NEW TV ADS
March 28 - April 24, 2005
TOP MOST-LIKED SPOT
As part of a co-op marketing deal for Revenge of the Sith, Masterfoods USA's M&Ms candy meets Darth Vader. In this spot, M&M Red declines to turn to the dark side and meets a sad fate. M&M Yellow, however, agrees to turn to the "dark side" with a new dark-chocolate version.
Rank Brand Description Index
1 M&Ms Dark Chocolate M&Ms. Red and Yellow M&M meet with Darth Vader and Red meets his end. 222
2 Real California Cheese Happy Cows -- Awoken by a rooster, cows hit snooze and throw rooster out of the barn. 186
3 Veet Bladless Razor Kit -- Brunette sings and dances in bathroom over soft flexible shaving head with dual fins, hair removal gel. 170
4 Sears Ty Pennington Style -- Ty makes new fork; scenes of his new designer line 164
5 Skittles Smoothie Mix -- Sheep boys eat new Skittles on tree stump, talk about mixing orange and mango 155
6 UPS Weather reporter on the street says to stay home as UPS truck pulls up and picks up package. 147
7 Quiznos Subs Mesquite Chicken with Bacon Sub -- Baby Bob on chair, can't wait for his molars to grow. 142
8 U.S. Postal Service USPS.com -- Everyone in office gives packages to Angie, who hides in office with sandwich. 142
9 Starburst Teenager's friend shoots Starburst at his mouth, misses, man takes Starburst. 141
10 Bush's Boston Recipe -- Jay Bush at one of Boston's famous universities; slow cooked, spices and secret ingredients mentioned. 140
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of March 28 to April 24. 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
March 28 - April 24, 2005
Rank Brand Description Index
1 Hallmark Mother's Day -- Mother and daughters go through Mom's old cards, tease Mom about romantic card. 230
2 Capital One No-Hassle Rewards -- David Spade tells angry caller in office that he is the man in the yellow shirt. 219
3 Red Lobster Thirty shrimp -- Golden Fried Favorite, Scampi Favorite, and the all-time favorite, Shrimp Pasta. 215
4 Quiznos Subs Mesquite Chicken with Bacon Sub -- Baby Bob eyes new product, says he can't wait for his molars to grow in. 201
5 Burger King Enormous Omelette Sandwich -- Man opens blinds to see costumed king outside his window. The king hands him a sandwich. 200
6 U.S. Postal Service USPS.com -- Everyone in office gives packages to Angie, who hides in office with sandwich. 199
7 Red Lobster Thirty Shrimp (shorter) -- Close-ups of food, offer of two favorites for $11.99. 197
8 Citibank ThankYou Rewards Program -- Man at work, wife in veil, kids in pictures get up from behind frames and go home. 192
9 Keebler Club Snack Sticks -- Ernie the elf in the kitchen bakes crackers for everyday snacking. 191
10 Dentyne Fire -- Teenage girl introduces Kevin to parents, and the young couple then makes out in front of parents. 190
Source: IAG Research (iagr.net)
Only new campaigns considered, airing weeks of March 28 to April 24. 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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