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10 Most-Recalled New Hybrid Ads Sept.Oct. 2008
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10 Most-Recalled New Hybrid Ads Sept.Oct. 2008

According to data from Nielsen IAG, a Bluefly tie-in with Bravo’s “Project Runway” was the most recalled new “hybrid” ad during the four weeks between September 15 and October 12, 2008.

Hybrid Ads include customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content.

Recall refers to the percentage of television viewers who can recall, within 24 hours, a hybrid ad’s sponsor.

Rank Brand Hybrid Ad Description (Seconds) Associated Program Recall Index
1 Bluefly You can win $10,000 shopping spree on Bluefly.com; Who should not go to Fashion Week?; get a Bravo ringtone or wallpaper by texting your vote, or vote at bravotv.com (:70) Project Runway (Bravo) 291
2 Dodge Ram Brian Austin Green in intro segment; tonight’s episode presented with limited commercial interruption by all-new 2009 Dodge Ram; never back down from a challenge (:25) Terminator: The Sarah Connor Chronicles (FOX) 244
3 CoverGirl Top Models in Action; Chantal charmed judges with girl-next-door beauty in Cycle 9; spent two months modeling overseas; signed with New Model Management; enter Meet the Model Sweepstakes (:40) America’s Next Top Model (CW) 238
4 CoverGirl Top Models in Action; Dani’s photos and runway walk earned her win in Cycle 6; her clients include major designers like Baby Phat and Tory Burch; enter Meet the Model Sweepstakes (:40) America’s Next Top Model (CW) 237
5 Travelocity Pit Stop Prize Giveaway; go to cbs.com/travelocity to enter for chance to win pit stop prize (:10) The Amazing Race 13 (CBS) 224
6 CoverGirl Top Models in Action; Lisa caught our attention with her beauty in Cycle 9; now works for designers like Carmen Marc Valvo; opened show during NY Fashion Week; enter Meet the Model Sweepstakes (:40) America’s Next Top Model (CW) 219
7 Big Lots Army Wives Gives Back; Bridget Brannagh tells story of an amazing army wife; husband wants to surprise wife with a whole bedroom makeover; if you like Vanessa’s new bedroom makeover; visit biglots.com (:140) Army Wives (LIFE) 215
8 Brita This season we’re trying to get all of you to reduce bottled water waste; if you used refillable bottles for water for 1 year, we would save more than 1 billion bottles; use Brita pitcher and FilterForGood bottle (:50) The Biggest Loser: Families (NBC) 203
9 BlackBerry EJ’s Mailbag; Ernie Johnson here taking in a little BP and catching up on your emails; got a baseball question? send an e-mail to my Blackberry; check out EJ’s Mailbag on TBS Hot Corner at MLB.com (:15) MLB Baseball (TBS) 185
10 Nintendo Wii Fit Family Challenge hosted by Kristi Yamaguchi; at Nick Hotel to crown the Wii Fit fittest family; three families compete in series of competitions using Wii Fit games and obstacle course (:270) Home Improvement (NAN) 176
Source: The Nielsen Company (September 15, 2008 – October 12, 2008).
Coverage: Primetime programs on ABC, CBS, CW, FOX, NBC, A&E, BRAVO, COMEDY, DSC, ESPN, FOOD, FX, HIST, HGTV, LIFE, MTV, NAN, SCI FI, SPEED, TBS, TLC, TNT, USA, and VH1.
Note: Nielsen IAG’s ranking of the Top 10 Most Recalled Hybrid Ads includes customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content. Hybrid ads were only considered if aired during commercial pods during commercial pods. Nielsen IAG’s panel includes viewers ages 13 and older.

A hybrid ad’s “recall score” is the percentage of television viewers who can recall, within 24 hours, the sponsor of a hybrid ad they were exposed to during the normal course of viewing primetime TV on broadcast and major cable networks.

Recall scores are indexed against the mean score for all new hybrid ads during the time period to calculate an ad’s “recall index.”

A recall index of 100 indicates average recall.  A recall index of 291, for example, means that a hybrid ad has proven to be nearly three times as memorable as the average new hybrid ad during the four-week time period.