An ad from Target that tied into the finale of LOST and a summer-themed Walmart ad were the most liked and most recalled ads of the most recent period tracked by Nielsen.
| Top Ten Most Liked New Ads, May 10, 2010 to June 6, 2010 | |||
|---|---|---|---|
| RANK | Brand | Description | Likeability Index |
| 1 | Target | Black smoke emerges from jungle; “Lost” theme; First Alert smoke detector | 209 |
| 2 | Aflac | Animated kids play roughly with toys; if you get hurt, you get paid cash fast; Toy Story 3 | 151 |
| 3 | McDonald’s | Shrek Forever After Glasses–Donkey tells Shrek that outside forces are making him crazy | 148 |
| 4 | Ford | Fiesta–People with arrows highlight gas mileage; 40 more movies, concerts, ballgames | 139 |
| 5 | Walmart | Mom let me show you the coolest rollback in the store; what’s better than a dessert on rollback? | 134 |
| 6 | Johnsonville Sausage | Man wrestles with children at summer barbecue, then runs to grill and eats sausage | 124 |
| 7 | Chevrolet | Everyone deserves a car they can count on; images of cars in testing; Red X engineers obsessed with quality | 122 |
| 8 | Visa | Debit–Characters from Toy Story see Buzz in shopping basket and try to save him from getting bought | 121 |
| 9 | Hebrew National | Hot dogs made with 100% kosher beef; woman dressed as royalty renames them “Queen Elizabeefs” | 120 |
| 10 | Cadillac | CTS V–World’s fastest production sedan; 0-60 in 3.9 secs; car accelerates on street at night | 114 |
| Source: The Nielsen Company Only new ad executions considered, airing weeks of May 10 to June 6, 2010. 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 209 the top-ranked Target ad has proven to be 109% better-liked than the average new commercial during the past four-week period. |
| Top Ten Most Recalled New Ads, May 10, 2010 to June 6, 2010 | |||
|---|---|---|---|
| RANK | Brand | Description | Likeability Index |
| 1 | Walmart | Watch Mr. Rollback drop the price of your summer cookout; Heinz ketchup, Sara Lee hot dog buns | 241 |
| 2 | Pantene | Stacy London announces the first reality hair star winner during “live” commercial | 224 |
| 3 | Target | Wild boar runs through jungle; “Lost” theme; Kraft Original Barbecue Sauce | 210 |
| 4 | Target | Black smoke emerges from jungle; “Lost” theme; First Alert smoke detector | 209 |
| 5 | Target | Man types numbers into computer; execute button doesn’t work; “Lost” theme | 207 |
| 6 | Subway | Man eating a burger falls through hammock; try a Fresh Fit meal | 200 |
| 7 | Verizon | Droid–Smart phone can see through walls, locate restaurants and shops though viewfinder | 193 |
| 8 | Domino’s | Workers try to get Bill Johnson to try their pizza; 2 medium, 2 topping pizzas for $5.99 each | 187 |
| 9 | Victoria’s Secret | Biofit 7-Way–One bra that you can wear seven ways; different strap arrangements shown | 186 |
| 10 | AT&T | Huge sheets of orange cloth cover buildings and landmarks across the country | 182 |
| Source: The Nielsen Company Only new ad executions considered, airing weeks of May 10 to June 6, 2010. 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 241 the top ranked Walmart ad has proven to be over 2.4 times as memorable as the average new commercial during the past four-week period. |
