• Broadcasting & Cable, Wednesday, June 6, 2007 10:33 AM

IAG Research, a firm that measures the effectiveness of TV ads, has released the data running down the most remembered prescription drug ads. Sleep aid Lunesta won the crown with its "Luna Moth" campaign, hitting a recall index of 155 and 153 while also being the most recognized prescription drug brand advertised on prime time.

Rozerem, another sleeping pill, took No. 4 with its Abraham Lincoln and talking beaver ads. The third most memorable new ad was for Zyrtec, an allergy potion, and cholesterol reducers Crestor and Vytorin shared fifth. "Prescription drug advertising is fundamentally no different than advertising for other product classes," says Fariba Zamaniyan, senior vice president of IAG's Pharmaceutical practice. "The keys to success continue to reside in the basic principles of advertising."

The top performers are good examples of how to do that, even within the narrow guidelines to which the category must hew.

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