Month's Top 10 Most-Liked, Most-Recalled New TV Spots

Nielsen IAG Research Ad Ratings: Consumers Like Wrigley's 5 Gum Ad

Source: http://adage.com/article?article_id=131365
Published: September 30, 2008

NIELSEN IAG TOP 10 MOST-LIKED NEW TV ADS Aug. 18 to Sept. 14, 2008
TOP MOST-LIKED SPOT Wrigley's latest spot, 'Elixir,' for its newest gum brand wants to convey "How it feels to chew 5 Gum." In the current TV effort, which viewers liked the best last month, chewing a stick feels like a massive amusement park water ride.
Rank	Brand	Description	Index
1	Wrigley's 5 Gum	Woman in a factory is engulfed by purple-colored liquid; mouthwatering berry sensation as you chew; stimulate your senses.	154
2	Olive Garden	Never-Ending Pasta Bowl--Man has done the math on this never-ending pasta bowl; 42 different combinations, just $8.95.	134
3	Wrigley's Doublemint Gum	Slim Pack--Chris Brown sings about Doublemint Gum; bounces the pack around while dancing; slips it into his pocket (:30).	133
4	Dove Chocolate	Moments you love you want to experience over and over; woman with brown satin sheet; now in three individually wrapped portions.	130
5	Campbell's	Select Harvest--Woman in a blind taste test; Progresso: artificial ingredients, MSG; Campbell's: 100% natural chicken, carrots.	127
6	Wrigley's Doublemint Gum	Slim Pack--Chris Brown sings about Doublemint Gum; bounces the pack around while dancing; slips it into his pocket (:15).	125
7	McDonald's	Dollar Menu--Man asks what he can get for a dollar in travel agency, taxi cab, tanning salon; how 'bout McChicken/Double Cheeseburger.	125
8	Glade	Fabric & Air--Mother wishes family well on their way to school and work; sprays bottle through house; then plays tennis, lunches.	125
9	Lowe's	Man looks around backyard at the things he didn't fix during the summer; his wife reads Lowe's circular; come in this Labor Day Weekend.	122
10	Verizon	V CAST Music with Rhapsody--Man lists all the songs on his playlist through wedding, birth of child, child's graduation, old age.	122
Source: Nielsen IAG (iagr.net) Only new ad executions considered, airing weeks of August 18 to September 14, 2008. 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. For example, with a Likeability index of 154 the top ranked Wrigley's 5 Gum spot has proven to 54% better-liked than the average new commercial during the past four-week period.
NIELSEN IAG TOP 10 MOST-RECALLED NEW TV ADS August 18 - September 14, 2008
Rank	Brand	Description	Index
1	Pizza Hut	Tuscani Pastas--People attend a pasta tasting and are captured on hidden camera; it's so decadent; Pizza Hut delivered the pasta (:30).	242
2	Pizza Hut	Tuscani Pastas--People attend a pasta tasting and are captured on hidden camera; this is delicious; 3 lbs with breadsticks (:15).	217
3	Dannon	Activia--Jamie Lee Curtis asks Jillian Kogan to tell her story; living with occasional irregularity; saw Activia in her mom's fridge; liberating.	210
4	Taco Bell	Volcano Taco--Who ate my volcano taco? man blows smoke and fire from mouth; could be the spiciest taco ever; 89 cents (:15).	210
5	Glade	Angel Whispers--Scented Oil Candles; woman in bubble bath; friend calls, says she's at the spa; husband knocks, says it's her aromatherapist.	203
6	Apple	Mac--PC hides in pizza box in an effort to catch college students; Mac is the #1 notebook on college campuses.	194
7	Taco Bell	Volcano Taco--Who ate my volcano taco? man blows smoke and fire from mouth; could be the spiciest taco ever; 89 cents (:30).	192
8	Electronic Arts	Spore--Tired of your universe? what do you want to be when you evolve? how will you create the universe?; download the creature creator.	185
9	Maytag	Performance Series--People line up to vote; Maytag Repairman fixes voting machine; the lever was jammed; pulls out punch-card ballots.	180
10	Apple	Mac--PC wearing royal attire sits on throne; switching computers is a hassle; bring PC into an Apple store; free file transfer.	179
Source: Nielsen IAG (iagr.net) Only new ad executions considered, airing weeks of August 17 to September 14, 2008. 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. For example, with a recall index of 242 the top ranked Pizza Hut spot has proven to be nearly two and a half times as memorable as the average new commercial during the past four-week period.