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

IAG Research Ad Ratings: Consumers Like Kodak's 'Keep it Digital' Spot Most

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IAG TOP 10 MOST-LIKED NEW TV ADS
June 20 - July 17, 2005
TOP MOST-LIKED SPOT
As the film and photo chemical business collapses into obsolescence behind it, Kodak continues its mutation into sprawling digital giant of digital photography. This ad for its greatly expanded Kodak.com universe of digital services for consumer and professional photographers was viewers' favorite commercial of the month.
Rank Brand Description Index
1 Kodak Kodak Digital -- Children and adults wander a vast gallery of photographs in awe and wonder as photos come life 182
2 Kellogg's Toasted Honey Crunch -- Johnson has a new intern who also eats cereal, Smith sends them a death ray 151
3 Kraft American Singles -- Little girl in striped shirt educates dad on nutritional values of cheese. 149
4 Quiznos Chicken Milano Sub -- Baby Bob sits in chair in Italy wearing a red t-shirt, "Come to Papa" (:30) 148
5 Quiznos Chicken Milano Sub -- Baby Bob visits Italy with hot super model, in side car, close up of sandwich. 141
6 Quiznos Chicken Milano Sub -- Baby Bob sits on chair in Italy wearing red t-shirt, "Come to Papa" (:15) 139
7 Denny's Sausage Sampler -- Close-up of meat cooking, comes with seconds, one of three big bountiful breakfasts for $4.99. 139
8 Hallmark Shoebox -- women in restaurant laugh at card, different kinds of laughs: side splitter, snake, goose. 138
9 Cingular Go Phone -- Children in high school talk about bad things that will happen because of regular wireless plans. 135
10 3M Post-It Super Sticky Notes -- Man leaves house covered in colored sticky notes, people take notes from his body. 133
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of July 18 to August 14. 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
July 18 - August 14, 2005
Rank Brand Description Index
1 Febreze Boy smells the couch -- Mom is looking at him while holding laundry basket, boy puts boxer shorts over his head. 241
2 Quiznos Chicken Milano Sub -- Baby Bob sits on chair in Italy wearing a red t-shirt that says "Come to Papa" (:15) 233
3 Quiznos Chicken Milano Sub -- Baby Bob sitting in garden in sunny Italy, close up of ingredients (:30) 223
4 Quiznos Chicken Milano Sub -- Baby Bob visits Ital with hot super model, in side car, close up of sandwich (:30) 213
5 Kraft American Singles -- Little girl in striped shirt educates dad on nutritional values of cheese 205
6 Applebee's Carside to Go -- Country song, man picks up food and brings it home to family, woman kisses him at tableTD> 203
7 Victoria's Secret IPEX Demi -- There's only one word for the world's most advanced bra, models walk down runway 194
8 Sneaux Steve-O -- Sneaux Shoes are so tough, an alligator can bite your feet with no problems, alligator takes shoe 192
9 M&M Mega -- Man in office throws mega M&M into the air to catch with his mouth and falls off chair 189
10 Old Navy Kids Pants -- Waitress serves various style pants to kids at a busy diner 188
Source: IAG Research (iagr.net)
Source: IAG Research (iagr.net) Only new ad executions considered, airing weeks of July 18 to August 14, 2005. 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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