A Pier 1 Imports ad featuring Kirstie Alley and a Campbell’s commercial about a snowman topped IAG’s survey of new TV commercials. The brand recall is 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 monitor which ads most frequently scored the
highest among IAG panelists. The top 10 in brand recall are: Pier 1 Imports, Campbell’s, Taco Bell (Fajita Grilled Stuff Buritto); Victoria’s Secret (new lingerie); KFC (Holiday Values, both with
Jason Alexander); Toys ‘R’ Us (Hot Wheels, Matchbox); T-Mobile (FamilyTime Plan with Catherine Zeta-Jones); Maglite (flashlight run over by Mack Truck); and Blockbuster (rabbit and guinea pig). The
top 10 in likeability are: Compaq (Presario notebook); Zantac 75 (Prescription vs. Zantac); Lowe’s (holiday); Dr. Pepper (Mark McGrath); Huggies (Supreme); Charmin (ultra-bear); Hyundai (Santa Fe
SUV); Blockbuster (rabbit and guinea pig); Nestle (Toll House Holiday); and Sears (Craftsman Tools).