Top Spots

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Old Navy's latest effort in retro TV scored well with viewers, with all three spots from "The Denim Game" campaign ranking among the Top 10. Meanwhile Clairol Herbal Essences finishes a strong second, and Outback Steakhouse returns to the list with a new ad promoting its call-ahead service. See the spots at AdAge.com QwikFIND aao51o

Recall Rank/Brand Ad Description Index

1 Old Navy Boot-Cut Jeans-"The Denim Game," "American Idol" tag 222

2 Clairol Herbal Essences Shampoo-nurse in hospital room(:30) 219

3 Pier 1 Imports Dining Sale-Kirstie Alley w/ megaphone 217

4 Old Navy Boot-Cut Jeans-"The Denim Game," Morgan Fairchild 208

5 Outback Steakhouse Call Ahead Seating-men stranded on mountain top (:30) 205

6 Pizza Hut Cinna Meal Deal-boy compliments friend's mother 199

7 Kellogg's Fruit Harvest-farmer grows, harvests cereal boxes 196

8 Old Navy Boot-Cut Jeans-"The Denim Game" 196

9 Viagra Bob goes to party 190

10 10-10-220 Jan Hooks lets Mike Piazza use her home phone 187 164

Source: Intermedia Advertising Group (iagr.net). Only new campaigns considered, airing weeks of March 3-March 16. 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 ads during the time period (Recall Index). 100 equals average.

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