Online Exclusive: IAG Ad Ratings

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

Consumers Rate HP Spot Most Liked

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IAG TOP 10 MOST-LIKED NEW TV ADS
May 23 - June 19, 2005
TOP MOST-LIKED SPOT
HP's latest ad for its Photo Smart 375 features director Francois Vogel using a frame to make multiple, compounding images of himself. Called "Francois II," the spot ingeniously demonstrates the ease of taking digital photos as well as the ease with which the 375 can print out those photos directly from a camera memory chip.
Rank Brand Description Index
1 HP Photo Smart 375 -- Director Francois Vogel takes two frames, makes overlapping pictures of himself, prints direct from card in 60 seconds (:30) 154
2 Hershey's Reese's Big Cup -- How big do you like your Reeses? As big as they can get them, say different people 143
3 Kleenex Moist Cloths -- Man in kitchen reading paper, twin babies splash food over father 141
4 All Cleans & Softens -- Cartoon people try to work out in uncomfortable clothes, get clothes softer while you wash them (:15) 137
5 Bayer Rapid Headache Relief -- Soccer mom in van with screaming kids and at soccer match 135
6 General Motors StabiliTrak Control System -- Individual children tell the story of how they were saved from injury in accident 133
7 Samsung LCD TV -- Man signs for package with 40-inch TV for neighbor, opens it, everyone loves it 129
8 Ameriquest Mortgage Specialists -- Nothing makes a dream come true like a home, mortgage specialists in front of yellow house 129
9 Coldwell Banker Couple about to close on house realize they left papers at home; agent flies plane to get them 128
10 All Cleans & Softens -- Cartoon people try to work out in uncomfortable clothes, get clothes softer while you wash them 128
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of May 23 to June 19. 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
May 23 - June 19, 2005
Rank Brand Description Index
1 Red Lobster Big Seafood Festival -- Live large; satisfy your big craving; close up of food (:30) 252
2 Xbox WWE Wrestlemania 21 -- What does it take for a man to establish his legacy; images of game (:60) 241
3 Red Lobster Big Seafood Festival -- Live large; satisfy your big craving; close up of food (:15) 234
4 Capital One Barbarian interlude -- Hun says they had a good time pillaging but now must get new jobs. 232
5 Burger King Children's meal -- Boy can't open ketchup packet; Obi Wan helps using light saber, says may the fries be with you 227
6 Xbox WWE Wrestlemania 21 -- What does it take for a man to establish his legacy; images of game (:30) 216
7 General Motors Employee Discount -- GM employees talk about company and new discount 212
8 Pizza Hut Dipping Strips pizza -- Grandma picks up strip and is pulled on top of table; if you don't dip it, it will dip you 210
9 GMC Employee Discount -- GM employees talk about company and new discount 209
10 Payless Summer Sandal Spectacular -- Variety of feet with tan lines; mix up your tan lines 198
Source: IAG Research (iagr.net)
Source: IAG Research (iagr.net) Only new ad executions considered, airing weeks of May 23 to June 19. 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.
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