According to data from Nielsen IAG, a CoverGirl tie-in with the CW’s “America’s Next Top Model” was the most recalled new “hybrid” ad during the four weeks between October 27 and November 23, 2008.
Hybrid Ads include customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content.
Recall refers to the percentage of television viewers who can recall, within 24 hours, a hybrid ad’s sponsor.
|Rank||Brand||Hybrid Ad Description (Seconds)||Associated Program||Recall Index|
|1||CoverGirl||Top Models in Action; Kim’s edgy look in cycle 5 took her to the final 5; made name for self on small screen as top reporter for MTV News; enter the Meet the Model Sweepstakes (:40)||America’s Next Top Model (CW)||279|
|2||CoverGirl||Top Models in Action; Mollie Sue stood out in cycle 6; jet sets between major cities, posing for magazines and working the runway; enter the Meet the Model Sweepstakes (:40)||America’s Next Top Model (CW)||278|
|3||CoverGirl||Top Models in Action; Katarzyna stood out in cycle 10; voted CoverGirl of the Week twice; recently appeared on the cover of Women’s Wear Daily; enter the Meet the Model Sweepstakes (:40)||America’s Next Top Model (CW)||272|
|4||Bertolli Oven Bake Meals||Insider Treat; blonde woman drinking wine and eating; I am loving the Alan-Judith drama; watching these brothers makes for the perfect night at home (:15)||Two and a Half Men (CBS)||262|
|5||CoverGirl||Top Models in Action; Anya impressed the judges in cycle 10; signed with Elite Model Management; her new look has landed her job after job; enter the Meet the Model Sweepstakes (:40)||America’s Next Top Model (CW)||245|
|6||Activision||FX Sneak Peek: Call of Duty: World at War; game footage; No Rules; No Fear; No Mercy; Only Chaos (:100)||Sons of Anarchy (FX)||242|
|7||Bud Light||A Salute to The Shield; a look back at Season Five; montage of clips from show; brought to you by Bud Light, the difference is drinkability (:60)||The Shield (FX)||228|
|8||Honda Fit||Women in Honda Fit pick up actor from 30 Rock; do you know what brand integration means?; wear our Fit hat during tonight’s premiere episode; write a storyline around the Fit (:60)||30 Rock (NBC)||201|
|9||Flomax||CBS News Money Watch Update; battle over auto Industry bailout begins this week; gas down to $2.11 a gallon; record opening for the 007 Movie (:25)||60 Minutes (CBS)||198|
|10||T-Mobile||Breakthrough Artist Award; to vote, send a text message from your T-Mobile phone or go to abc.com (:35)||2008 American Music Awards (ABC)||196|
|Source: The Nielsen Company (October 27, 2008 – November 23, 2008).|
|Coverage: Primetime programs on ABC, CBS, CW, FOX, NBC, A&E, BRAVO, COMEDY, DSC, ESPN, FOOD, FX, HIST, HGTV, LIFE, MTV, NAN, SCI FI, SPEED, TBS, TLC, TNT, USA and VH1.|
|Note: Nielsen IAG’s ranking of the Top 10 Most Recalled Hybrid Ads includes customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content. Hybrid ads were only considered if aired during commercial pods during commercial pods. Nielsen IAG’s panel includes viewers ages 13 and older.|
A hybrid ad’s “recall score” is the percentage of television viewers who can recall, within 24 hours, the sponsor of a hybrid ad they were exposed to during the normal course of viewing primetime TV on broadcast and major cable networks.
Recall scores are indexed against the mean score for all new hybrid ads during the time period to calculate an ad’s “recall index.”
A recall index of 100 indicates average recall. A recall index of 279, for example, means that a hybrid ad has proven to be about 2.8 times as memorable as the average new hybrid ad during the four-week time period.