Top 20 Most-Liked New TV Spots of 2007

IAG Research Ad Ratings: Consumers Liked Disney Parks' 'Signs' Ad Best

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IAG TOP 20 MOST-LIKED NEW TV ADS
Jan. 1 - Nov. 30, 2007
TOP MOST-LIKED SPOT
If you can't tug at heart strings in an ad for Walt Disney's theme parks, then were else can you still do touching without the irony? And it seems heartfelt works, as Disney Parks' "Signs" was the most-liked spot by consumers for the first 11 months of 2007.



Advertising Age Embedded Player
Rank Brand Description Index
1 Disney Parks Boy runs to grandpa and tells him about his safari and space adventure in sign language; animation illustrates what he talks about. 219
2 MasterCard Pay Pass--Man sneezes while cleaning elephant; forgets MasterCard; elephant purchases cold remedies for him using PayPass. 218
3 Pedigree Different dogs look out from cages; know how to sit; don't know how I ended up here; want to go home; The Pedigree Adoption Drive. 208
4 Bud Light Two men at opera; how did they get booked into being there; man shows Bud Light bottles inside jacket; high note breaks bottles. 197
5 Sony PlayStation PlayStation 3--Console has octopus legs; Spider-Man; welcome home; PlayStation network. 195
6 Allstate Safe Driving Bonus--Man in car tries to flirt with women in convertible; man slams on brakes to avoid stopped traffic. 193
7 Doritos Man driving car opens bag of chips; sees woman walking; Spicy; he smiles at her; Cheesy; woman runs into his car. 185
8 Blockbuster Rabbit and guinea pig try clicking and dragging a mouse to get online; movies through the mail/store; we forgot to plug it in. 184
9 RadioShack Family stares at flock of sheep; father gets out of car and tries to move; points with video clip of wolf; sheep flee. 182
10 General Electric Ecomagination--Kid captures wind in jar; grandpa opens it; windstorm blows out birthday candles; putting wind to good use. 174
11 Burger King SimpsonizeMe.com--Ultimate Double Whopper; Homer eats Whopper take 75; microphone stabs him in the eye. 174
12 Burger King SimpsonizeMe.com--Aliens invade city and zap people into different characters; world is going Simpsons and BK is in on it. 173
13 PlayStation Silver PSP--Man in video store plays PSP; skinny man comes over; do I know you?; man scares him; scout some teams later at my place. 173
14 Axe Body Spray--Jenny is introduced to boyfriend's dad; dad goes to bathroom and uses body spray; girlfriend rips his clothes off. 172
15 AutoZone Two men lifting hay; it's gotta be the alternator, right?; brings part to store and employee checks it; just a bad cable. 171
16 Activision Call of Duty 4: Modern Warfare--Scenes from video game shown; wars change, weapons change, soldiers don't. 170
17 America's Milk Processors Got Milk?--Mariska Hargitay talks about being new mom, childhood obesity awareness; give kids milk instead sugary drinks. 169
18 Burger King Bacon Double Homestyle Melt--Hitmoms; three women pay man who has cut brake lines on King's car; King backs into minivan. 168
19 Taco Bell Steak Grilled Taquitos--Two lions watch people eat Taco Bell; I say we try it; how are my teeth; good, scary; any sour cream? 167
20 Coca-Cola Man drives through city like video game; gets Coke in store; gives man Coke; returns money bag to armored car; returns handbag. 166
Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of Jan. 1 to Nov. 30, 2007. 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 launching during the period (Likeability Index). 100 equals average. For example, with a likeability index of 219, the top ranked Disney Parks ad was liked more than twice as much as the average new commercial during 2007 (January - November).
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