Citibank and NetZero Also Score High in Second-Quarter Ratings

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NEW YORK ( -- A spot from KFC's "Chicken Capital USA" campaign was the most-recalled new TV ad of the second quarter of 2004, according to the latest Ad Age/IAG Quarterly Ad Performance Report.
'Chicken Capital,' created for KFC by Foote Cone & Belding, was the second quarter's most recalled commercial.
'PDA,' created by Doner Advertising for Six Flags, also scored a top consumer recall rating.

audio bug Top Brand Recall, Automotive, Wireless, Restaurant and Pharmaceutical Ratings

audio bug Likability and Consumer Products Ad Ratings

Its brand recall, which was about 2.3 times that of the average new ad, was trailed closely by the ad's 15-second version, which ranked in the No. 3 position.

'Candidate Zero'
Also placing among the top 20 most memorable were Citibank's continuing "Identity Theft" series, NetZero's newly launched "Candidate Zero" campaign and another installment from Six Flags featuring the brand's "Mr. Six" icon.

Besides its chart-topping recall, the Six Flags spot also achieved the status of the best-liked new creative execution of the quarter. The ad, which depicts a daughter trying to schedule fun time with her father as the dancing "Mr. Six" arrives, scored a likabilty rating 70% higher than the quarter's average new spot. Pacing closely behind were spots for beer brands Budweiser and Coors and NBA-themed work from corporate sponsor American Express. Also resonating with consumers were American Legacy Foundation's latest "Truth" anti-smoking campaign and a Whirlpool corporate spot highlighting the company's alliance with Habitat for Humanity.

Mitsubishi's cliffhanger
In the automotive category, another episode from Mitsubishi's cliffhanger series and a spot in Saturn's "People First" effort were among the most memorable. Meanwhile, Ford Focus' "talking car" spots, which launched in April, took the greatest share of the Top 10 with four of the sector's most-recalled ads.

Sprint PCS attained top recall in the wireless category last quarter with an ad for its Picture Mail service. Verizon Wireless placed in six slots, including 15- and 30-second versions of its most recent "Test Man" work and humorous ads promoting its "In-Calling" service. Cingular and T-Mobile were also represented in the Top 10 with one spot each.

Charmin bear
Finally, a Charmin spot that preserves the brand's cartoon bear theme and seasonal ads for Coppertone's "Kids" sunblock line were among the most-remembered in consumer products, while Lipitor edged out Crestor in the cholesterol-lowering segment of the prescription-drugs category.


The Advertising Age/IAG Quarterly Recall Report focuses exclusively on TV ads that broke April 1 through June 30 and ranks the spots based upon viewers' ability to recall the new ads and their associated brands/products. The recall ranking is derived from an ad's individual recall score and recall index.

The recall score is the percentage of viewers who can recall within 24 hours the brand of the ad they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all new ads during the time period (recall index); 100 equals average.

In addition to an overall ranking, the quarterly report also features the most-recalled ads in the following product categories: Automotive, Wireless, Restaurant, Consumer Products and Prescription Drugs.

The Overall ad performance ranking also includes an additional measure of likability, which is derived from an ad's likability Score and likability Index. The likability Score is the percentage of viewers who claim to like an ad "a lot" (among those who can recall the ad and its associated brand). These scores are then indexed against the mean score for all new ads during the time period (likability index); 100 equals average.

For same-length spots with minor variations, all versions are aggregated to yield a combined score. All ads must meet a minimum survey sample size of 200. The Overall Top 20 Recall ranking is based on over 1.2 million surveys of TV viewers conducted between April 2 and July 1. Total sample size varies across individual product category rankings.

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