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

IAG Research Ad Ratings: Consumers Like Pillsbury's 'Snowman' Spot Most

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IAG TOP 10 MOST-LIKED NEW TV ADS
Dec. 5, 2005 - Jan. 1, 2006
TOP MOST-LIKED SPOT
Saatchi & Saatchi of New York created this ad for Christmas cookie dough that shows the Pillsbury Doughboy pretending to be a snowman and then shaking his way out to reveal his true identity. Simple but cute, it was consumer's favorite for the holiday period.
Rank Brand Description Index
1 Pillsbury Ready to Bake! Shape Cookies Snow Man -- Snowman dusts himself off to reveal Doughboy. 157
2 Sony PlayStation PSP -- Two cartoon squirrels in front of PSP talk about graphics; make metaphors about different kinds of nuts. 145
3 Victoria's Secret Gift Card -- Model in pink lingerie and Santa hat; give her everything she wants and nothing she needs. 139
4 Coca-Cola Coke Zero -- Employee wearing cap looks at soda in machines; turns calorie switch to off. 136
5 TheTruth.com People carry large orange arrows with phrases that tobacco companies use. 136
6 Wal-Mart Gift Cards -- Queen Latifah asks woman in pink if she got everything she wanted; woman holds gift card. 130
7 JCPenney Holiday Gift Cards -- Woman in red gives gifts card to various people, throws cards in the air. 129
8 Ameriquest Mortgage Specialists -- Specialists say I'm not very good with a hammer; I'm not a real estate agent. 128
9 KFC Flavor Station -- Boneless Wings; husband yells 'I'm in charge.' 123
10 Burger King Triple Whopper -- The King has gone Kong; gigantic burger lands on man's car; he takes a bite. 118
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Dec. 5, 2005, to Jan. 1, 2006. 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
Dec. 5, 2005 - Jan. 1, 2006
Rank Brand Description Index
1 Welch's 100% Grape -- Girl in purple t-shirt thinks everyone looks good with a purple mustache. 222
2 Campbell's Select Gold Label -- Golden Butternut Squash; John Lithgow in tuxedo plays waiter for couple at home (:15). 208
3 Old Navy Performance Fleece -- Woman in pink fleece accepts award; says this award is not about me. 207
4 TheraFlu Man with sick face in office; people stare and walk away from him; takes TheraFlu in lounge; he's back to normal. 202
5 Coca-Cola Coke Zero -- Man about to share Coke Zero's secret formula before locking it up; gets shot by dart; falls on the floor. 202
6 RadioShack Clearance Sale -- Empty red chair; 10-50% off audio; 20-70% off toys; $30-$75 off camcorders. 194
7 Victoria's Secret Gift Card -- Model in pink lingerie and Santa hat; give her everything she wants and nothing she needs. 192
8 Burger King Double Whopper -- Blonde woman in penthouse screams at sight of giant King outside window. 189
9 Campbell's Select Gold Label -- Golden Butternut Squash; John Lithgow in tuxedo plays waiter for couple at home (:30). 185
10 Rice-a-Roni From San Francisco; trolley rides up a hill; the journey begins. 182
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Dec. 5, 2005, to Jan. 1, 2006. 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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