August 18, 2009

Nielsen’s 10 Most Liked New Ads

This article that was posted on Ad Age today makes me feel so much better about all of the ads that I write that always end up being geared towards mothers.  I can’t get the “mommy in me” out of my head when I write.  Maybe it’s my niche.  Maybe my niche is my job security.

NIELSEN IAG TOP 10 MOST-LIKED NEW ADS
June 29 – July 26, 2009
TOP MOST-LIKED SPOT
Maybe it was the mention of multiple brands — Sun Chips, Viva, Tidy Cat and Market Pantry — in this spot from Target, or maybe it was the cause-marketing pitch, but viewers in July related to Jennifer and her shopping list.
Rank Brand Description Index
1
Target
 Jennifer’s got her list; she also expects her SunChips to unite the family, her favorite store to give back to her favorite causes. 154
2
McDonald’s
 McCafe–Man at club asks audience if they’re loving their McCafe experience; talks about Free McCafe Mondays. 152
3
Applebee’s
 2 For $20 Menu–One appetizer, 2 entrees; couples shown along with scenes of food; refreshed and ready for summer (:30). 140
4
Applebee’s
 2 For $20 Menu–One appetizer, 2 entrees; couples shown along with scenes of food; refreshed and ready for summer (:15). 140
5
MasterCard
 Footage of Marlon Brando, John Wayne, and others in jeans; win the perfect pair of jeans and a trip in promotion. 130
6
Pizza Hut
 The Edge–Tommy talks enthusiastically about pizza in classroom and says that he has been to the edge and back. 126
7
McDonald’s
 McCafe–Woman talks about going through life and taking in new sensations; setting aside the past and making room for the new. 123
8
Dr. Pepper
 Dr. Dre chases deejay out of his booth and uses soda can to slow down the record and get people dancing. 122
9
Omega
 Footage of President John F. Kennedy delivering speech about going to moon; the first and only watch worn on the moon. 122
10
Dodge/Chrysler/Jeep
 Summer Clearance–Man stands in front of touch screen and selects vehicles to zoom in on, as incentives are described. 119
Source: Nielsen IAG (NielsenIAG.com)
Only new ad executions considered, airing weeks of June 29, 2009 to July 26, 2009. 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 Target spot has proven to be over 50% better-liked than the average new commercial during the past four-week period.
Posted by: Tabitha
Posted in: Ramblings

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