Month's Top 10 Most-Liked, Most-Recalled New TV Spots

Nielsen IAG Research Ad Ratings: Consumers Like American Cancer Society Ad

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NIELSEN IAG TOP 10 MOST-LIKED NEW ADS
March 30 - April 26, 2009
TOP MOST-LIKED SPOT
The American Cancer Society wants us to imagine a world with more birthdays, which means more smiles, hugs, surprises, tears of joy and children playing. The group reminds us of the value of their research in this touching spot.


Advertising Age Embedded Player
Rank Brand Description Index
1 American Cancer Society Imagine a world with more birthdays; birthday parties shown at homes, neighborhoods, and offices; official sponsor of birthdays. 177
2 Hallmark Cards--Girl tells woman that she got into the music program and couldn't have done it without her. 172
3 Hallmark Recordable Cards with Music--Family gives birthday presents to woman; then she opens card with audio message from sister. 150
4 Lincoln MKZ--Comet falls from sky and turns into car; lines of light speed around and thru the car; Loaded for Liftoff. 146
5 ONDCP AboveTheInfluence.com--Boy adopts different poses as cutouts in walls move forward; avoids scene of smoking marijuana. 144
6 Kia Soul--Hamsters run in wheels all over city; red car occupied by hamsters pulls up to traffic light. 142
7 Apple Mac--PC explains to Mac that he's wearing a biohazard suit to protect himself from viruses. 141
8 Outback Signature Sirloin--In the mood for something more adventurous this evening?; Think Australian. 140
9 Saturn Total Confidence--Saturn Retailer talks about how Saturn will make your payments for nine months if you lose your job. 140
10 Subway $1 Footlong Sidekicks--Introducing sidekicks, a celebration of great taste & refreshment; snacks and drinks fly around. 139
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of March 30, 2009 to April 26, 2009. The Likeability 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 (Likeability Index). 100 equals average. For example, with a Likeability Index of 177, the top ranked American Cancer Society spot has proven to be 77% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW ADS
March 30 - April 26, 2009
Rank Brand Description Index
1 Kay Jewelers Jane Seymour paints red hearts and talks about the Open Hearts collection being the universal symbol of hope and love. 223
2 Oreo Fun Stix--Boy drinks milk through a cookie straw and races elephant to finish glass; elephant loses and walks out. 198
3 Healthy Choice Julia Louis-Dreyfus tells agent he needs to sell her on the idea of being the new spokesperson for Healthy Choice (:30). 194
4 Healthy Choice Julia Louis-Dreyfus tells agent he needs to sell her on the idea of being the new spokesperson for Healthy Choice (:15). 194
5 Tide Loads of Hope--Scenes shown with big orange Tide bus offering free laundry service to families affected by disasters. 185
6 Burger King SpongeBob SquarePants--The King performs a parody of a Sir Mix-A-Lot video; I like square butts; King and girls dance. 179
7 Breyers Smooth & Dreamy--Woman catches husband eating ice cream in kitchen with the light off; just 1/2 the fat. 178
8 Kia Soul--Hamsters run in wheels all over city; red car occupied by hamsters pulls up to traffic light. 175
9 Walt Disney World Family bored at fancy restaurant before father finds a golden invitation beneath his menu; balloons and fireworks fly out. 173
10 Verizon Wireless These 10 sprinkles represent people we can call on any network; man then pours out all of the sprinkles to represent Verizon's network. 171
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of March 30, 2009 to April 26, 2009. 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. For example, with a Recall Index of 223, the top ranked Kay ad has proven to be over two-times as memorable as the average new commercial during the past four-week period.
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