| IAG TOP 10 MOST-RECALLED NEW TV ADS May 28 - June 24, 2007 | |||
| Rank | Brand | Description | Index |
| 1 | Kmart | Summer Collections--Blue cartoon light bulb makes comment about fashion show; Bermuda shorts; life guard on duty. | 208 |
| 2 | Nintendo | Big Brain Academy: Wii Degree--Two men in smart car pull up to houses; give your family a degree in fun (:30). | 189 |
| 3 | KFC | Drumsticks & Thighs Bucket--Boy complains to family about little brother getting second drumstick; mom tells him about meal. | 189 |
| 4 | DirecTV | Pamela Anderson as Baywatch lifeguard applies suntan oil; man drowning in ocean; picture quality beats cable 4 to 1 (:15). | 186 |
| 5 | Nintendo | Big Brain Academy: Wii Degree--Two men in smart car pull up to houses; give your family a degree in fun (:15). | 181 |
| 6 | Hallmark | Say it With Music Cards--Sons give father a Father's Day card; You Can't Touch This song; father imagines himself as MC Hammer. | 179 |
| 7 | DirecTV | Pamela Anderson as Baywatch lifeguard applies suntan oil; man drowning in ocean; picture quality beats cable 4 to 1 (:30). | 177 |
| 8 | Best Buy | Man at father's day party changes card on Best Buy gift to be from him; Wow Jimmy!; man who really bought the gift chases him. | 175 |
| 9 | Quiznos | This is Jerry, he was born without taste buds so he eats at Wrong Way; baja chicken. | 171 |
| 10 | Red Lobster | Firing up the grill with two new seafood creations; fire grilled split Maine lobster tails; grilled citrus rum sea scallops. | 171 |
| Source: IAG Research (iagr.net) Only new ad executions considered, airing weeks of May 28 to June 24. The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of an 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 period (Recall Index). 100 equals average. | |||
Now compare to this listing of Most-Liked New TV Ads (Advertising Age). Puff Daddy is #1. Big Brain Academy (not sure if 15 or 30-second spot) remains on list. Pamela Anderson drops off. Maybe the using sex to sell satellite is poor idea? Kmart can't get a break, unless people remember the commercial and go shop.
| IAG TOP 10 MOST-LIKED NEW TV ADS May 28 - June 24, 2007 | ||||||
Sean Combs, a.k.a. P.Diddy, a.k.a. Diddy, a.k.a. Puff Daddy, a.k.a. Puffy, is hungry but his favorite Burger King isn't open late at night. So he drives to the home of the Burger King CEO to complain that he wants it his way -- and gets it. | ||||||
| Rank | Brand | Description | Index | |||
| 1 | Burger King | P. Diddy drives to house of Burger King's CEO; he's hungry and Burger King is closed; I don't like to eat alone. | 147 | |||
| 2 | Verizon | BlackBerry--Woman at airport going to Paris; I cannot say goodbye; she's hugging the Verizon guy. | 138 | |||
| 3 | American Express | The Members Project--Celebrities shoot a commercial directed by Martin Scorsese; random man walks into commercial. | 135 | |||
| 4 | Yoplait | Whips--Who can resist something fluffy?; pink bedspread, fuzzy slippers on swing. | 128 | |||
| 5 | Pizza Hut | P'Zone--Guy walks into room with friends eating; he wants what they're eating; friend throws him the phone to order. | 126 | |||
| 6 | Apple | iPhone--There has never been an iPod that could do this; hand navigates through phone features; clip from Zoolander. | 124 | |||
| 7 | Lowe's | Energy Star Appliances--if you look for the Energy Star logo you could save yourself a lot of money; money shoots out of appliances. | 120 | |||
| 8 | Nintendo | Big Brain Academy: Wii Degree--Two men in smart car pull up to houses; give your family a degree in fun. | 120 | |||
| 9 | Wendy's | Triple Stack Cheeseburger--Man wearing red wig in forest says I deserve a hot juicy burger; people chant hot juicy burger. | 118 | |||
| 10 | Lunesta | Butterfly hovers over women as they sleep; hour after hour Lunesta can give you the full night sleep you've been looking for. | 117 | |||
| Source: IAG Research (iagr.net) Only new ad executions considered, airing weeks of May 28 to June 24. The Likeability 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 (Likeability Index). 100 equals average. | ||||||
I really like that American Express is going to fund a user submitted project. However, I think The Members Project commercial is silly. Maybe that is why people like it.
Do you have any opinions of or preferences for any of the advertisements listed above? Any ads you think should be on the list, but are not? Come on, I know you watch TV.
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