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

IAG Research Ad Ratings: Consumers Like LeapFrog's 'Fly Pentop' Spot Most

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IAG TOP 10 MOST-LIKED NEW TV ADS
Sept. 12 - Oct. 9, 2005
TOP MOST-LIKED SPOT
Leapfrog Enterprises of Emeryville, Calif., has given the world a new twist on the PDA by removing the screen and cramming the rest of the electronic guts into the top of a pen-like wand that "reads" whatever the user writes. The high-energy, fun-oriented ad announcing the launch was consumers' most liked spot of the month.
Rank Brand Description Index
1 LeapFrog Fly Pentop -- Say hi to Fly, the world's first pentop computer. Boy in red shirt with yellow paper drawing of face. 164
2 Wrigley's Juicy Fruit Sour -- Woman and boy argue for gum, lifting weights, in car, at dance. 159
3 Diet Rite Pure Zero -- Floating zeroes, perfect cola, perfect soda, 0 carbs, calories, caffeine, sodium. 150
4 Kellogg's Toasted Honey Crunch -- Smith goes to the HR dept, says Johnson needs to go bye-bye, he refuses to leave. 149
5 M&M's Glow-in-the-Dark Bags -- Red candy makes yellow into a pumpkin head, throws in glow-in-the-dark bags. 142
6 Triaminic Thin Strips -- Cartoon clam baby has a cold, mother says open wide, don't make me call your daddy. 142
7 Burger King Meat'normous Omelette Sandwich -- Lumberjack cuts down tree, King gives him sandwich, meat on top of meat on top of meat. 141
8 Nabisco Cheese Nips Chips -- Man walks around office making pointless comments, walks into guy's office and sits on bag of chips. 140
9 Sears Credit Sale -- Woman holds credit card up, new items appear in house, extra 10% off everything, this weekend only. 135
10 Lean Cuisine Dinnertime Selects with Dessert -- Women stop in front of store, one woman had chicken portobello and sweet cherries with chocolate sauce. 134
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Sept. 12 to Oct. 9. 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
Sept. 12 - Oct. 9, 2005
Rank Brand Description Index
1 Quiznos Sub (:15) Cabo Chicken Sub -- Baby Bob sits in beach chair and says hubba hubba. 268
2 Quiznos Sub (:15) Cabo Chicken Sub -- Baby Bob in wetsuit sits in beach chair, says I'd love to pounce on one. 265
3 Quiznos Sub (:30) Cabo Chicken Sub -- Baby Bob sits on beach with pro volleyball player Holly McPeak. 247
4 Staples (:15) Copy & Print Center -- 3 people have paper jam, easy button. 232
5 Sudafed PE -- People are directed to Sudafed PE aisle. 220
6 Activision Tony Hawk's American Wasteland -- Tony Hawk in red T-shirt rides skateboard. 213
7 Staples (:30) Copy & Print Center -- 3 people have paper jam, easy button. 209
8 Welch's 100% White Grape -- Girl in green T-shirt thinks it tastes delicious but her mom really loves it, thinks mom gets it for her. 207
9 Subway Chicken Parmesan -- Steven creeps in through bedroom window late at night, parents catch him and take his food away. 202
10 Pizza Hut 25 Cent Pan Pizza -- Employees drop quarters out of hot air balloon causing people to run for cover. 199
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Sept. 12 to Oct. 9, 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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