No. 1: Klondike ice cream bar

Ad Age/IAG's Top Spots

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An ad for Unilever's Klondike Ice Cream Bar ranked as the best-liked spot among TV viewers during the April 24 to May 21 period. Also in the Top 10 were spots from Citi's "Identity Theft" effort and a Pepsi ad featuring Mariah Carey. The Aflac duck waddled into the No. 2 slot.

Rank/Brand Ad Description Index

1 Klondike Ice Cream Bar-man puts glass in dishwasher, give that guy a Klondike bar 164

2 Aflac Couple swinging on porch, duck walks out the front door with mail in beak 150

3 Citi Identity Theft Solutions-Two women drink tea and speak with male voice 145

4 Twix Umpire eats candy and waves at two women in stands, is it a foul ball? 143

5 Hallmark Say It With Music Cards-mom opens Mother's Day, "I Feel Good" 142

6 Tide To Go-Kelly Ripa sings "hey hey hey, goodbye" 141

7 Citi Identity Theft Solutions-Darrel P. speaks in voice of woman 138

8 Pepsi in fancy restaurant, Mariah Carey sings 137

9 Crest Whitening Plus Scope Extreme-men grab at air, woman blows kisses 134

10 Ford Mustang GT-car peels out of parking lot, this is not a toy 134

Source: IAG Research ( Only new ad executions considered, airing weeks of April 24 - May 21. The Likability 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 (Likability Index). 100 equals average.
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