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Top 10 Most Liked and Most Recalled Ads May 10-June 6
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Top 10 Most Liked and Most Recalled Ads May 10-June 6

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.