Super Bowl 2008

2008 Super Bowl Top 10 Most-Liked, Most-Recalled Spots

IAG Research Ad Ratings: Consumers Like NFL's 'Mr. Oboe' Ad Best

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IAG TOP 10 BEST-LIKED 2008 SUPER BOWL ADS
TOP MOST-LIKED SPOT
Seems like there were quite a few football fans among the record-setting 97.5 million viewers who tuned into the Super Bowl. Of all the spots, the NFL's own ad celebrating football was the most liked by viewers. Makes sense, too -- fans got to vote for their favorite NFL spot.



Advertising Age Embedded Player
Rank Brand Description Index
1 NFL Ephraim Salaam talks about seeing big guy in grocery store; plays the oboe; gets drafted; Chester Pitts; didn't even have the dream until I told him the dream (:60) 172
2 Budweiser Dalmatian trains Hank the Clydesdale for hitch team to tune of Rocky theme; one year later; welcome aboard Hank; dalmatian and Hank touch paw & hoof (:60) 168
3 Coca-Cola Aerial shot of parade in New York; giant Stewie and Underdog balloons chase and fight for Coke bottle balloon; Charlie Brown balloon grabs the Coke (:60). 158
4 Bridgestone Squirrel runs onto road to eat acorn; car roars up; forest animals and woman in car all scream; car swerves and misses squirrel (:30). 148
5 Doritos Man in suit puts chip in a mouse trap; he sits in chair and watches the mouse hole; giant mouse bursts through wall and beats him up (:30). 144
6 Bud Light Carlos Mencia tells group of guys that American chicks love the foreign accent; you have the thighs of a Sherpa; watch the master do it (:30). 144
7 eTrade Baby says savings account earns 8x the national average; what to do with all this extra coin; I'm renting a clown; underestimated creepiness (:30). 144
8 Planters Cashews--woman in pink with unibrow; men flirt with her as she goes through day; woman shown rubbing cashews on her skin like perfume (:30). 141
9 Bud Light Bud Light is brewed to give you everything you want in a beer; never ending refreshment; superior drinkability; and now the ability to breath fire (:30). 141
10 Garmin Red compact car speeds through Paris; traffic ahead; arriving at park de Saint-Cloud; Napoleon type character gets out of car (:30). 127
IAG TOP 10 MOST-RECALLED 2008 SUPER BOWL ADS
TOP MOST-RECALLED SPOT
FedEx and its agency typically create outsized ads for the Super Bowl. This year, even the stars of its latest spot for the big game were larger than life: giant carrier pigeons. The effort paid off big -- it was the most recalled Bowl ad this year.



NOT FOR PREROLLS
Rank Brand Description Index
1 FedEx So let me get this straight, you solved all our shipping problems with pigeons, equipped with GPS and night vision; what about the big stuff?; giant pigeons (:45). 150
2 Budweiser Dalmatian trains Hank the Clydesdale to tune of Rocky theme; one year later; welcome aboard Hank; dalmatian and Hank touch paw & hoof (:60). 148
3 eTrade A lot of people are like aren't you too young to invest in the markets; baby in nursery I just bought stock; no big deal; baby spits up (:30). 142
4 Doritos Man in suit puts chip in a mouse trap; he sits in chair and watches the mouse hole; giant mouse bursts through wall and beats him up (:30). 138
5 Bud Light Bud Light is brewed to give you everything you want in a beer; never ending refreshment; superior drinkability; and now the ability to breath fire (:30). 136
6 Bud Light So glad you two could make it to our wine and cheese party; Bud Light bottles hidden in cheese and baguette; going on a cheese run (:30). 132
7 Diet Pepsi Max--various people nod off: Super Bowl announcer, man at diner counter, all drink Pepsi & bob heads like SNL skit; with ginseng and more caffeine (:60). 130
8 eTrade Baby says savings account earns 8x the national average; what to do with all this extra coin; I'm renting a clown; underestimated creepiness (:30). 128
9 Bud Light Cavemen pushing stone cooler of beer; We will never make it to party; I invent The Wheel; Help get Bud Light to party; wheel suck!; bottle opener suck! (:30). 126
10 Planters Cashews--woman in pink with unibrow; men flirt with her as she goes through day; woman shown rubbing cashews on her skin like perfume (:30). 126
Source: IAG Research (iagr.net), 2/4/08

The Likeability score is the percentage of 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 average score for all Super Bowl ads (Likeability Index). 100 equals average. For example, with a Likeability Index of 172, the NFL spot was 72% better-liked than the average Super Bowl spot.

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 average score for all Super Bowl ads (Recall Index). 100 equals average. For example, with a Recall Index of 150, the FedEx ad was 50% better-recalled than the average Super Bowl spot.

Notes: The above Top 10 lists are based on 18,398 surveys of Super Bowl viewers; 50 unique national creative executions (excluding Movie spots) were tracked by IAG during the main game of the Super Bowl.
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