#1 Pillsbury

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A Pillsbury spot for its Ready to Bake cookies ranked as the best-liked ad among viewers during the past month. Several other ads with the greatest appeal were also holiday-themed, including spots for retailers Victoria's Secret, Wal-Mart and JCPenney. To view the Top Spot, go to AdAge.com QwikFIND aar28g

Rank Brand Ad Description Index

1 Pillsbury Snowman dusts himself off to reveal Doughboy 157

2 Sony PlayStation Cartoon squirrels in front of PSP talk about graphics 145

3 Victoria’s Secret Model in pink lingerie & Santa hat 139

4 Coca-Cola Worker turns calorie switch to off in Coca-Cola Zero spot 136

5 TheTruth.com Orange arrows with phrases tobacco companies use 136

6 Wal-Mart Queen Latifah asks woman if she got what she wanted 130

7 JCPenney Woman in red gives gifts card to various people 129

8 Ameriquest Specialists say, "I’m not very good with a hammer" 128

9 KFC Boneless wings; The Melissa Hall Show 123

10 Burger King The King has gone Kong; giant burger lands on car 118

Source: IAG Research (iagr.net) Only new ad executions considered, airing weeks of December 5 - January 1. 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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