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

IAG Research Ad Ratings: Consumers Like Coca-Cola's Polar Bear Spot Most

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IAG TOP 10 MOST-LIKED NEW TV ADS
Nov. 7 - Dec. 4, 2005
TOP MOST-LIKED SPOT
Dancing penguins, Coca-Cola's polar bears and the Beach Boys team up in this Christmas spot called "Artic Beach Party" to create the month's best-liked TV commercial.
Rank Brand Description Index
1 Coca-Cola Polar bear family watches penguins dance to Beach Boys, baby bear falls down hill, penguins give the bears Coke. 193
2 Sony PlayStation Jak-X Combat Racing -- man tries to fix car, gets jacked up by game character, hits AC button and blows up house. 157
3 Kmart Teen couple about to kiss, dad turns on holiday lights, boy falls over. 157
4 DHL Mail slot too small, deliveryman takes apart mail slot, employees say he's good, super good. 146
5 McDonald's World Children's Day -- boy with mom at doctor's office, boy wants to get home for a date. 146
6 ONDCP AboveTheInfluence.com -- friends dress boy in room; when stop making decisions for yourself, you give up what makes you you. 145
7 ONDCP AboveTheInfluence.com -- woman interprets for teenager who has his fist stuck in his mouth, friends told him to do it. 144
8 Toys "R" Us Two employees rush into store, find plate of empty cookies and milk. 144
9 Microsoft Xbox Xbox 360 -- people all over the city play with water balloons. 142
10 St. Jude Children's Research Hospital -- Morgan Freeman, children playing in background, Marlo Thomas, please help. 141
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Nov. 7 to Dec. 4. 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
Nov. 7 - Dec. 4, 2005
Rank Brand Description Index
1 eBay It -- boy in gym throws and sidesteps 'it' dodgeballs; whatever it is, you can get it on eBay. 216
2 St. Jude Antonio Banderas, Sarah Jessica Parker, Robin Williams, Morgan Freeman, Ray Romano. 215
3 St. Jude Antonio Banderas talks about how one cell can grow into one parent's worst fear. 209
4 Coca-Cola Polar bear family watches penguins dance to Beach Boys, baby bear falls down hill, penguins give bears Coke. 209
5 Toys "R" Us Gift Card -- employees dance in front of customers; Simon said freeze; two guys walk on their hands. 205
6 eBay Holiday -- father assembles it-shaped red toy on Christmas morning; son asks where does this piece go? 203
7 Victoria's Secret Holiday -- models in lingerie; give me Victoria's Secret. 202
8 Olive Garden Four Cheese Tortellini -- group of women at dinner table; their only rule is everyone must order something different. 198
9 Halls 3 little pigs inside house tease wolf outside about not being able to huff and puff, wolf pulls out Halls, breathes big (:15). 198
10 THQ WWE SmackDown! vs. RAW 2006 -- man looks at hands, I've got this far I can do it; get ready for the fight of your life. 192
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Nov. 7 to Dec. 4, 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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