The Verdict Is in: Super Bowl's Best-Liked and Most-Recalled Ads

NEW YORK (AdAge.com) -- Volkwagen's "The Force" spot was this year's Super Bowl commercial you liked best, according to Nielsen research. Its performance for brand recall, though, wasn't as strong. See the full Nielsen lists of most-recalled and best-liked spots from this year's Super Bowl. //--> //--> //--> //--> //--> //--> 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. 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 179, the Doritos "Pug" ad was 79% better-recalled than the average Super Bowl spot. 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, 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 186, the Volkswagen "Darth Vader" ad was almost twice as liked compared to the average Super Bowl spot. Notes: The above Top 10 lists are based on 14,932 surveys of Super Bowl viewers; 58 unique national creative executions (excluding Movie spots) during Q1-4 and Halftime were considered for the list. Source: The Nielsen Company, 2/6/11

The Verdict Is in: Super Bowl's Best-Liked and Most-Recalled Ads

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