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TOP 10 MOST-LIKED, MOST-RECALLED SUPER BOWL SPOTS

The IAG National Consumer Survey

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IAG TOP 10 MOST-LIKED SUPER BOWL ADS
TOP MOST-LIKED SPOT
The Ameriquest spot entitled 'Doctor' was consumers' most-liked commercial of the Super Bowl. In it, a doctor hovering above a sleeping patient zaps a house fly with a defribulator paddle and says 'That killed him' just as the patient's horrified wife and young daughter walk into the room.
Rank Brand Description Index
1 Ameriquest Mortgage Doctor standing over hospital patient kills fly with defibrillator; mother and daughter stare in horror as they hear the doctor say "that killed him." 187
2 FedEx Caveman ties message to leg of pterodactyl; dinosaur snatches it in midflight; boss fires him; he exits cave and dinosaur stomps on him. 186
3 Budweiser Two teams of horses line up to play football in field; animals serve as spectators; sheared sheep streaks; cowboy says I didn't need to see that. 174
4 Bud Light Men hide beer in refrigerator with revolving wall; men on other side of wall steal beer; worship magic fridge. 154
5 Budweiser Horse runs into barn, looks at memorabilia; pulls Bud cart as Dalmatian watches, two horses help push; I won't tell if you won't. 148
6 Bud Light Men chased by bear who wants Bud Light; one runs off with beer while friend is attacked; I still got it. 136
7 Sprint Men in locker room at fancy golf club; says phone could be used as crime deterrent; throws phone at man's head. 131
8 Ameriquest Mortgage Woman on airplane tries to sneak over sleeping passenger; lights go on to reveal her straddling him; passengers shocked; plane starts descent. 131
9 Bud Light Men make excuses to hang out on the roof and drink (clean gutters, satellite dish); man actually fixing roof falls through. 130
10 Aleve Leonard Nimoy on phone with agent worried about hands; greets Star Trek Convention. 130
Source: IAG Research (iagr.net), Feb. 5, 2006
The Likability score is the percentage of Super Bowl viewers who report to like "a lot" an ad they were exposed to during the normal course of viewing the Super Bowl (main game), among those recalling the brand of the ad. These scores are then indexed against the mean score for all Super Bowl ads (Likability Index). 100 equals average.
IAG TOP 10 MOST-RECALLED SUPER BOWL ADS
TOP MOST-RECALLED SPOT
Consumers' most recalled commercial of the Super Bowl was an Anheuser-Busch spot called 'Secret Fridge' for Bud Light that featured a beer-stocked refrigerator that disappeared into the wall like a secret library door.
Rank Brand Description Index
1 Bud Light Men hide beer in refrigerator with revolving wall; men on other side of wall steal beer; worship magic fridge. 143
2 Budweiser Horse runs into barn, looks at memorabilia; pulls Bud cart as Dalmatian watches, two horses help push; I won't tell if you won't. 142
3 GoDaddy.com Men in meeting say we need to send in the GoDaddy Girl; older man watches brunette's shirt strap break. 141
4 Diet Pepsi Jay Mohr negotiates movie deal with Jackie Chan; Diet Coke is stunt double. 141
5 Hummer H3--monster and robot destroy city, fall in love; little monster is born and drives away (:60). 140
6 Diet Pepsi P.Diddy and Jay Mohr negotiate record contract; Diet Pepsi can wears headphones and makes pop-and-fizz sound during "Brown and Bubbly" song. 140
7 Bud Light Men make excuses to hang out on the roof and drink (clean gutters, satellite dish); man actually fixing roof falls through. 138
8 FedEx Caveman ties message to leg of pterodactyl; dinosaur snatches it in midflight; boss fires him; he exits cave and dinosaur stomps on him. 137
9 Budweiser Two teams of horses line up to play football in field; animals serve as spectators; sheared sheep streaks; cowboy says I didn't need to see that. 136
10 Bud Light Men chased by bear who wants Bud Light; one runs off with beer while friend is attacked; I still got it. 130
Source: IAG Research (iagr.net), Feb. 5, 2006
The Recall Score is the percentage of viewers who can recall the brand of an ad they were exposed to during the normal course of viewing the Super Bowl (main game). These scores are then indexed against the mean score for all the Super Bowl ads (Recall Index). 100 equals average.
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