IAG Research Announces Top Super Bowl Ads

IAG Research Announces Top Super Bowl Ads

NEW YORK, Feb. 7 /PRNewswire/ -- IAG Research, the TV ad effectiveness ratings company, announced today the Top 10 Best-Liked and Most-Recalled ads that aired during the Super Bowl. The lists are based on viewer response data from a nationally representative panel of TV viewers. Over 15,600 surveys were conducted the next day among people that watched the telecast. IAG measures viewer response each day to every TV program, every ad and product placement on more than 20 measured networks.

IAG Top 10 Best-Liked Super Bowl Ads

Likeability
Rank Brand Ad Description Likeability Index

1 Doritos Man driving car opens bag of chips;
sees woman walking; Spicy; he smiles
at her; Cheesy; then crashes his car;
Crunchy; woman runs into his car 159

2 Blockbuster Rabbit and guinea pig try clicking
and dragging a mouse to get online;
movies through the mail/store; we
forgot to plug it in 155

3 Coca-Cola Man drives through city like in
video game; gets Coke in store;
returns money bag; returns woman's
handbag; the end is near; everyone
dances 147

4 Bud Light Groomsmen at wedding wish ceremony
was over so they can hit the Bud
Light; one hires auctioneer who
speeds through ceremony 144

5 Coca-Cola Woman asks Mr. Hadley if he wants a
coke; he says he never had one;
then does things he never did before 144

6 Bud Light Men at backyard BBQ play rock, paper,
scissor for last Bud Light; man throws
"paper", other man throws actual rock
at man's head 144

7 Doritos Supermarket cashier comments on man's
chips purchases; nacho cheese, fiery
habanero, salsa, buffalo & ranch; I'm
gonna need a cleanup on register 6 144

8 Bud Light Carlos Mencia teaches class of men to
ask for Bud Light in various regions;
if someone asks you for a Bud Light
say no speak English 140

9 Snickers Two mechanics work on car; one begins
to eats Snicker bar and the other
begins to eat other end; they
accidentally kiss; then rip off hair
from their chests 136

10 Bud Light Couple in car see hitchhiker with
case of Bud Light and an axe;
wife does not want to pick him up;
ask him what axe is for: bottle opener 132

IAG Top 10 Most-Recalled Super Bowl Ads

Recall Recall
Rank Brand Ad Description Index

1 Bud Light Couple in car see hitchhiker with
case of Bud Light and an axe; wife
does not want to pick him up; ask
him what axe is for: bottle opener 156

2 GoDaddy.com Man in suit gives a tour of office;
opens door labeled marketing,
scantily clad women party with men;
everybody wants to work in marketing 152

3 Bud Light Three men playing pool, one wants
"fist bump" from friends; fist bump
is out; people slap each other; man
slaps boss 148

4 Snickers Two mechanics work on car; one begins
to eats Snicker bar and the other
begins to eat other end; they
accidentally kiss; then rip off hair
from their chests 146

5 Bud Light Men at backyard BBQ play rock, paper,
scissor for last Bud Light; man throws
"paper", other man throws actual rock
at man's head 143

6 Budweiser White dog roams around city; dog
watches parade with dalmatian on
fire truck; dog is splashed with mud
and has spots all over; he sits on
truck and grins 143

7 Doritos Supermarket cashier comments on man's
chips purchases; nacho cheese, fiery
habanero, salsa, buffalo & ranch;
I'm gonna need a cleanup on register 6 141

8 Doritos Man driving car opens bag of chips;
sees woman walking; Spicy; he smiles
at her; Cheesy; then crashes his car;
CRUNCHY; woman runs into his car 137

9 Budweiser Crabs on beach steal cooler of beer;
bottles and handle of cooler resemble
giant crab, smaller crabs hail to it 137

10 Bud Light Groomsmen at wedding wish ceremony
was over so they can hit the Bud
Light; one hires auctioneer who
speeds through ceremony 135

IAG Measures & Methodology:

Source: IAG Research (iagr.net), 2/4/07

The Likeability score is the percentage of viewers who report to like "a lot" an ad they were exposed to during the normal course of viewing the Super Bowl (Q1-4), among those recalling the brand of the ad. These scores are then indexed against the average score for all Super Bowl ads (Likeability Index). 100 equals average.

The Recall score is the percentage of viewers who can Recall the brand of an ad they were exposed to during the normal course of viewing the Super Bowl (Q1-4). These scores are then indexed against the average score for all Super Bowl ads (Recall Index). 100 equals average.

Notes: The above Top 10 lists are based on 15,602 surveys of Super Bowl viewers; 54 unique national creative executions were tracked by IAG during the main game.

About IAG Research

IAG Research measures the effectiveness of television advertising, product placement as well as viewer engagement with TV. IAG Research's suite of measurement products are used by such industry leaders as American Express, Toyota, General Motors, Procter & Gamble, Verizon Wireless, Johnson & Johnson, Home Depot, VISA, Merck & Co., Paramount Pictures and major networks such as ABC, CBS, NBC, FOX, ESPN, and TNT/TBS.

For more information, please visit: www.iagr.net

Source: IAG Research

CONTACT: Chris Savarese, MWW Group, +1-201-964-2405, csavarese@mww.com

Web site: http://www.iagr.net/

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