Cancer Ad Tops Nielsen’s Latest Most-Liked Commercial List

An ad from the American Cancer Society and a spot for Kay jewlers featuring Jane Seymour topped the most-liked and most recalled ad list respectively according to Nielsen IAG.

The lists cover only new ads airing between March 30 through April 26, 2009.

Most-Liked Ad Spot: March 30-April 26, 2009
Rank	Brand	Description	Index
1	American Cancer Society	Imagine a world with more birthdays; birthday parties shown at homes, neighborhoods, and offices; official sponsor of birthdays.	177
2	Hallmark	Cards–Girl tells woman that she got into the music program and couldn’t have done it without her.	172
3	Hallmark	Recordable Cards with Music–Family gives birthday presents to woman; then she opens card with audio message from sister.	150
4	Lincoln	MKZ–Comet falls from sky and turns into car; lines of light speed around and thru the car; Loaded for Liftoff.	146
5	ONDCP	AboveTheInfluence.com–Boy adopts different poses as cutouts in walls move forward; avoids scene of smoking marijuana.	144
6	Kia	Soul–Hamsters run in wheels all over city; red car occupied by hamsters pulls up to traffic light.	142
7	Apple	Mac–PC explains to Mac that he’s wearing a biohazard suit to protect himself from viruses.	141
8	Outback	Signature Sirloin–In the mood for something more adventurous this evening?; Think Australian.	140
9	Saturn	Total Confidence–Saturn Retailer talks about how Saturn will make your payments for nine months if you lose your job.	140
10	Subway	$1 Footlong Sidekicks–Introducing sidekicks, a celebration of great taste & refreshment; snacks and drinks fly around.	139
Source: Nielsen IAG

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 177, the top ranked American Cancer Society spot has proven to be 77% better-liked than the average new commercial during the past four-week period.

MostRecalled Ad Spot: March 30-April 26, 2009
Rank	Brand	Description	Index
1	Kay Jewelers	Jane Seymour paints red hearts and talks about the Open Hearts collection being the universal symbol of hope and love.	223
2	Oreo	Fun Stix–Boy drinks milk through a cookie straw and races elephant to finish glass; elephant loses and walks out.	198
3	Healthy Choice	Julia Louis-Dreyfus tells agent he needs to sell her on the idea of being the new spokesperson for Healthy Choice (:30).	194
4	Healthy Choice	Julia Louis-Dreyfus tells agent he needs to sell her on the idea of being the new spokesperson for Healthy Choice (:15).	194
5	Tide	Loads of Hope–Scenes shown with big orange Tide bus offering free laundry service to families affected by disasters.	185
6	Burger King	SpongeBob SquarePants–The King performs a parody of a Sir Mix-A-Lot video; I like square butts; King and girls dance.	179
7	Breyers	Smooth & Dreamy–Woman catches husband eating ice cream in kitchen with the light off; just 1/2 the fat.	178
8	Kia	Soul–Hamsters run in wheels all over city; red car occupied by hamsters pulls up to traffic light.	175
9	Walt Disney World	Family bored at fancy restaurant before father finds a golden invitation beneath his menu; balloons and fireworks fly out.	173
10	Verizon Wireless	These 10 sprinkles represent people we can call on any network; man then pours out all of the sprinkles to represent Verizon’s network.	171
Source: Nielsen IAG

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.