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

IAG Research Ad Ratings: Consumers Like Aflac's 'Helping Out' Spot Most

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IAG TOP 10 MOST-LIKED NEW TV ADS
Aug. 15 - Sept. 11, 2005
TOP MOST-LIKED SPOT
The Aflac duck, now one of the world's most recognized brand icons, is back again to play the piano, catapult out of a hammock and grab the hearts of American viewers, who selected this commercial as the month's most liked.
Rank Brand Description Index
1 Aflac Aflac Duck -- Man and duck swing in hammocks, man thanks duck before the duck is catapulted into neighbor's pool. 169
2 Kodak Easy Share V550 Zoom Digital Camera -- Woman in gallery says action instead of cheese to man in fedora. 156
3 U.S. Dept. of Transportation Drinking & Driving -- People who have been drinking and driving stop to tell police officers they can't drive. 154
4 Capital One No-Hassle Rewards -- David Spade uses voodoo doll to torture man. 134
5 Campbell's Chicken Noodle -- Boys in karate outfit run into house, eat soup, girls laugh at table and feed stuffed animal. 133
6 Healthy Choice Healthy Choice Dinners -- Dad does house chores, daughter says mom doesn't do it like that, makes dinners. 130
7 TGI Friday's 3 Course Meal -- Man asks waiter which menu he should pick. 129
8 Cingular iTunes Rokr -- Woman listens to music on Rokr as she walked down street, music stops when phone rings. 128
9 Wal-Mart Hurricane Katrina -- Employees talk about families affected by hurricane, stores take donations. 127
10 Payless Buy One, Get One Half Off -- Wedges for you, flats for him, woman realizes her date is shorter than she is. 127
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Aug. 15 to Sept. 11. 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
Aug. 15 - Sept. 11, 2005
Rank Brand Description Index
1 Listerine (:15) Natural Citrus -- Husband and wife are hesitant to try new Listerine flavor until son does, he tells them to grow up. 242
2 Payless Buy One, Get One Half Off -- Wedges for you, flats for him, woman realizes her date is shorter than she is. 231
3 Wal-Mart Hurricane Katrina -- Employees talk about families affected by hurricane, stores accept donations. 229
4 Old Navy Fresh Fall Cords -- Girls pick pants in a field, farmer holds up cords. 229
5 Listerine (:30) Natural Citrus -- Husband and wife are hesitant to try new Listerine flavor until son does, he tells them to grow up. 227
6 Febreze School Lets Out -- All children run to minivan, all breathe deep. 220
7 Payless (:30) Buy One, Get One Half Off -- Wedges for you, flats for him, woman realizes her date is shorter than she is. 219
8 Burger King NFL Sunday Ticket -- King receives pass and runs for touchdown, raises arms in celebration. 210
9 Energizer Going and Going -- People in aerobics class gradually get tired and collapse. 208
10 Mr. Clean Magic Reach -- Woman in mask and gloves, carrying supplies, runs into bathroom after dog doesn't recognize her. 206
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Aug. 15 to Sept. 11, 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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