No. 1: Burger King

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Burger King was on top this week with its Extreme Spicy TenderCrisp campaign. Other notables included Father's Day-themed ads from retailers Home Depot and Kmart, as well as a tie-in spot from State Farm for the Disney/Pixar film "Cars."

Rank/Brand Ad Description Index

1 Burger King Extreme Spicy Tendercrisp-big huckin' chicken song (:15) 144

2 Burger King Extreme Spicy Tendercrisp-big huckin' chicken song (:30) 141

3 Home Depot Father's Day Gift Cards-little boys become grown men 140

4 Wal-Mart Rollbacks-father says ready to go camping? 139

5 Kmart Father's Day-father pushing daughter on swing; she wants to go higher 135

6 State Farm "Cars"-two cars go down red carpet; now that you're big star, need an agent 133

7 Sheraton Various types of people greet each other 131

8 Microsoft PeopleReady Software-Alberto attends orientation, gets picture taken 130

9 Breyers Cyclone-man in front of freezer orders ice cream 129

10 Sprite Sublymonal advertising; lemon and lime slices on eyes 128

Source: IAG Research ( Only new ad executions considered, airing weeks of May 22 - June 18. 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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