Best-Liked TV Commercials of 2009: Horses, Puppies & Llamas Star

January 11, 2010

TV commercials featuring Clydesdale horses, a candy-eating llama, a pampered puppy and a golf-savvy baby made the 2009 list of the top 10 best-liked TV commercials, as reported by The Nielsen Company. The media measurement firm also released is lists of the top 10 most effective product placements on brand opinion and the top 1o programs with product-placement activity.

?Top 10 Best Liked TV Commercials

For the first 11 months of 200, a 30-second Budweiser ad – in which a Clydesdale fetches a large tree branch – received a likeability index score of 217 and topped the list of favorite commercials. A 30-second spot for Starburst in which a man and a llama feed candy to each other received a score of 204.? A Doritos commercial featuring a man throwing a snow globe into a vending machine (193), an ad for Cottonelle with a pampered puppy (191), and Pedigree pet food spot showcasing large and unusual pets (190) rounded out the top five.

Another Budweiser Clydesdale ad, which was 60-seconds long, clocked in at #6, with a score of 186. Starburst also made the list again at #7.

The full list:


Top 10 Most Effective Product Placements on Brand Opinion

Product placements for Subway’s Fresh Fit meals on NBC’s “The Biggest Loser,” a Kids Crooked House playhouse assembly on TLC’s “Jon & Kate Plus 8” and the use of Vaseline Aloe Fresh lotion on Lifetime’s “Maneater” delivered the greatest percentage of viewers ages 13+ who both recalled and cited an improved opinion of the featured brand.

The full top 10 list of most effective product placements in brand opinion:


Top 10 Programs with Product Placements

With regard to the network and cable TV shows with the greatest number of product placements, NBC’s “Jay Leno Show” tops the list, with 1,015 product placements through Nov. 29, 2009.? USA Network’s “WWE Monday Night Raw” (787 placements), NBC’s “The Biggest Loser” (704), Fox’s “American Idol” (553) and ABC’s “Extreme Makeover: Home Edition” (483) round out the top five for the same time period.

The top 10 list of TV shows with most product placements:


Leno Move will Cause Reshuffling

In related news that may likely affect the prime-time and late-night advertising landscapes, MediaBuyerPlanner reports that NBC recently confirmed that it is moving Jay Leno out of prime time and will rearrange its late-night programming to give Leno a half-hour slot at 11:35pm and moving Conan O’Brien, who replaced him on “The Tonight Show,” to a starting time of 12:05, for a full hour.

Marketing Messages: 43% of Prime-Time Hour

In more research about product placements and TV commercial messages, the latest data from 2009 compiled by TNS Media Intelligence revealed that in Q309, an average hour of monitored prime time network programming contained 11 minutes, 46 seconds (11:46) of in-show brand appearances, a 31% increase from Q308. In addition, there were 14:07 per hour of network commercial messages. The combined total of 25:53 of marketing content represents 43% of a prime-time hour.

Unscripted reality programming had an average of 15:04 per hour of brand appearances as compared to just 5:33 per hour for scripted programs such as sitcoms and dramas. Late night network talk shows – such as those hosted by Leno and O’Brien – averaged 11:18 per hour. The combined load of brand appearances and network ad messages in these programs reached 26:23 per hour, or 44% of total programming time.

A recent list of top-scoring TV commercials, compiled by Ace Metrix, used an entirely different methodology to determine which ads were the most “creatively effective.” That analysis ranked a TV ad for Rubbermaid Easy Find Lids food storage containers as most creatively effective TV ad in 2009.

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