Top Super Bowl Commercials Released By Intermedia Advertising Group -IAG-.Business Editors NEW YORK--(BUSINESS WIRE)--Jan. 29, 2003 Pepsi's Osbournes and Fed Ex's Castaway Castaway Arden, Enoch shipwrecked sailor; lost for eleven years. [Br. Lit.: “Enoch Arden” in Benét, 316] Bligh, Captain commander of H.M.S. Bounty who was cast adrift by mutinous crew. [Am. Lit. are Top Performers Across the Board; Budweiser Beer Ads Prove Highly Likeable like·a·ble adj. Variant of likable. Adj. 1. likeable - (of characters in literature or drama) evoking empathic or sympathetic feelings; "the sympathetic characters in the play" likable, appealing, sympathetic Results Divided by Audience Recall and Likeability of the Ads Intermedia Intermedia - A hypertext system developed by a research group at IRIS (Brown University). Advertising Group (IAG IAG Insurance Australia Group IAG Information, Advice and Guidance IAG International Association of Geodesy IAG Interagency Agreement IAG International Association of Geomorphologists IAG International Association of Gerontology IAG International Audio Group ), which monitors the effectiveness of television ads on a daily basis, today announced its findings on the Top Commercials debuting during Super Bowl 2003. The results are determined by measuring the brand recall as well as the likeability of the ads. "Intermedia Advertising Group's Super Bowl data confirms that when celebrity spokespersons like the Osbournes are combined with timely humor humor, according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was , it can produce an outstanding result," said Kenneth Orkin Orkin is a pest-control company. History Orkin began in 1901 when Otto Orkin founded the company. At the age of 14, Otto borrowed fifty cents from his parents to start his own business. , Co-CEO, IAG. "In addition, we're we're Contraction of we are. we're we are reminded that creative humor can also work well- a concept that paid off for Fed Ex this year in its Castaway spoof See spoofing. spoof - spoofing . But humor alone is not good enough to produce high recall rates. Look at Reebok's highly amusing Terry Tate spot, which ranked 27 by recall. This ad would have been a top 5 performer if people had known it was a Rebook re·book v. re·booked, re·book·ing, re·books v.tr. 1. To book again. 2. To change a booking for (a performance or reservation). v.intr. ad." BRAND RECALL As seen in the brand recall chart below, the Top 10 Super Bowl ads represented an array of categories including beer, soft drinks, financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. , automotive and apparel. Pepsi Twist Pepsi Twist is a lemon flavored cola, marketed by PepsiCo as an alternative to regular Pepsi. History Pepsi Twist was introduced in the United States in the summer of 2001. led the pack with its "Osbournes/Osmonds" spot and Fed Ex's Castaway take-off take-off part of the horse's jumping gait, the lifting of the forequarters off the ground and the thrust from the hindlegs at the beginning of the jump. was the second most remembered ad.
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Recall
Rank Brand Ad Description Recall Index
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1 Pepsi Twist Ozzy's nightmare, kids become
Donny & Marie 177
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2 FedEx Bearded man delivers package,
"Cast Away" spoof 161
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3 Visa Check Card--Tiki Barber & twin at
flower shop, one should be in
Super Bowl 157
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4 Hanes Tagless T-Shirt--Jackie Chan
scratches, Michael Jordan watches 148
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5 Sierra Mist Baboons in zoo, baboon
does backstroke 148
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6 H&R Block Double Check Challenge--
Willie Nelson, Smoothie
shaving cream 134
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7 Sierra Mist Fire hydrant, hot day on street,
dog uses fire hydrant 126
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8 Cadillac Vehicles--17th Street, man on
subway in 1950s sees Cadillacs
of future 124
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9 Budweiser Bud Light--Reggae, man walks dog,
sees "no pets" sign, puts dog
on head 124
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10 Budweiser Bud Light--third arm, couple
having dinner, man has
third arm 124
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COMMERCIAL LIKEABILITY With regard to commercial likeability (see chart below), Budweiser beer commercials dominated the Top 10, holding the number one slot as The motherboard receptacle for earlier Athlon CPU chips from AMD. It is physically similar to Slot 1, but has different electrical requirements. Later model Athlons use Socket A. See Athlon, Slot 1 and Socket A. well as # 5-9. Fed Ex's Castaway commercial claimed second place in the likeability category, and spots from Pepsi Twist and Reebok Ree´bok` n. 1. (Zool.) The peele. followed closely behind.
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Likeability Likeability
Rank Brand Ad Description Index
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1 Budweiser Clydesdales replay,
zebra referee watches
horses' hooves running 183
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2 FedEx Bearded man delivers
package, "Cast Away"
spoof 154
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3 Pepsi Twist Ozzy's nightmare, kids
become Donny & Marie 148
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4 Reebok Felcher recruits Terry
Tate, "Office Linebacker" 148
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5 Budweiser Bud Light--Reggae,
man walks dog, sees
"no pets" sign, puts
dog on head 142
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6 Budweiser Bud Light--world's
strongest man, fans
steal Bud Light 131
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7 Budweiser Bud Light--worst
nightmare, girlfriend's
mom has huge bottom 128
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8 Budweiser Bud Light--parade,
upside-down clown
drinks beer in bar 125
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9 Budweiser Designated driver
motormouth, Tim McGraw
drives talkative cowboy
home 125
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10 Sierra Mist Baboons in zoo, baboon
does backstroke 122
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For additional data on how the other 32 commercials in the Super Bowl performed in terms of brand recall and likeability, please call the media contact listed above. 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 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. To subscribe to Verb 1. subscribe to - receive or obtain regularly; "We take the Times every day" subscribe, take buy, purchase - obtain by purchase; acquire by means of a financial transaction; "The family purchased a new car"; "The conglomerate acquired a new company"; IAG's biweekly bi·week·ly adj. 1. Happening every two weeks. 2. Happening twice a week; semiweekly. n. pl. bi·week·lies A publication issued every two weeks. adv. 1. Every two weeks. results of Top 10 New Commercials, please visit www.iagr.net and sign up today. About IAG IAG, Intermedia Advertising Group, is the first company to offer daily syndicated information about the performance of television ads within network programming. It's it's 1. Contraction of it is. 2. Contraction of it has. See Usage Note at its. it's it is or it has it's be ~have board of directors includes Phil Guarascio, the former VP of Corporate Advertising for General Motors; its board of advisors includes Phil Geier, former Chairman of IPG IPG Implantable pulse generator, see there ; Bud Liebler, former VP of Advertising for Daimler-Chrysler; and Carl Spielvogel, former Chairman of Backer Spielvogel Bates Bates , Katherine Lee 1859-1929. American educator and writer best known for her poem "America the Beautiful," written in 1893 and revised in 1904 and 1911. Worldwide. IAG was founded in November 1999 by Alan D. Gould and Kenneth S. Orkin. For more information about IAG, please visit www.iagr.net . |
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