IAG: Cingular ad is worst performer during Oscars

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New York--An ad campaign for Cingular Wireless was the worst performer during the 74th Annual Academy Awards, according to the Intermedia Advertising Group.

The ad--with the tagline "What do you have to say?"--had the lowest scores across the categories of brand recall, message recall and likeability, based on a sample size of 3,272 respondents.

The highest-performing campaign was an ad by Diet Pepsi, featuring model Cindy Crawford as a mom. Other top performers included an ad for Apple Computer Inc.'s iMac, a corporate branding campaign for The Walt Disney Co., and a public service announcement for anti-drugs and anti-terrorism.

B-to-b ads did not perform as well as consumer ads, the research found. Ads that were among the worst-performing included American Express Co. and United Parcel Service of America Inc.

In the wireless area, ads for Verizon Wireless significantly outperformed the Cingular ad, IAG said.

--Kate Maddox

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