Old Navy, Stacker 2 Top Commercial Lists

Spots by Old Navy and Stacker 2 have received the highest marks on a biweekly survey of commercials by Intermedia Advertising Group.

Three commercials for Old Navy's Denim Game campaign made the top 10 list in terms of brand recall, including the number-one spot. Stacker 2 was tops in IAG's survey of likeability.

The brand recall ratings are based on the percentage of TV viewers who can recall within 24 hours the brand of the ad they were exposed to during the normal course of TV viewing. The likeability measures how popular the ads are by monitoring which ads most frequently scored the highest among IAG panelists. These scores are then indexed against the mean score for all ads during the time period. None of the ads ranking high in brand recall appeared in the likeability index chart.

The Top 10 ads by brand recall:

  1. Old Navy Boot-Cut Jeans, "The Denim Game," guy in red asks contestants what they're wearing, "American Idol" tag.
  2. Clairol Herbal Essences Shampoo, nurse in hospital room. (30 seconds).
  3. Pier 1 Imports Dining Sale, Kirstie Alley with megaphone in purple outfit with hat.
  4. Old Navy Boot-Cut Jeans, "The Denim Game," Morgan Fairchild and three male contestants.
  5. Outback Steakhouse Call-Ahead Seating, man stranded on snowy mountaintop picked up by helicopter.
  6. Pizza Hut Cinna Meal Deal, boy compliments friend's mother to stay for dinner.
  7. Kellogg's Fruit Harvest, farmer waters, grows and harvests cereal boxes.
  8. Old Navy Boot-Cut Jeans, "The Denim Game," guy in red asks contestants what they're wearing.
  9. Viagra, Bob goes to a party and everyone asks what's different about him.
  10. 10-10-220, Jan Hooks lets Mike Piazza use her home phone.

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The Top 10 by commercial likeability:

  1. Stacker 2, Big Show goes to movies with Jeff Hammond.
  2. Staples, man in boardroom asks everyone to shuffle order of report.
  3. Sunny Delight, boys squirt jelly doughnut.
  4. Bank One Disney Visa Card, kids love going on errands, Disney rewards.
  5. Halls Fruit Breezers, golfer hits people on the head with golfballs.
  6. V8 Splash Smoothies, figures of acdtive people come out of juice.
  7. Buick, cars spin, glow, J.D. Power & Associates Award, Harley Earl back to build a great car.
  8. Iams Daily Dental Care, cat with man and laundry, woman plays with cat, cat unties shoelaces.
  9. Stouffer's Maxaroni, cartoon boy gives kids boxes in frozen food aisle.
  10. Whiskas Tender Bites, cat watches bird feeder. (30 seconds).
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