Market Pulse: Total Recall

Jul 01, 2002

Top Ten Most Effective New TV Ads (Month of May, 2002)
Accessing more than 100,000 TV viewers, Intermedia Advertising Group analyzed participants' recollections of 26 new TV spots for prescription and over-the-counter medications. Each ad was assigned a "recall index" based on the percentage of the viewing audience that was able to remember (within 24 hours) the name of the brand that aired during a specific show compared with a norm index score of 100. Alan Gould, co-CEO of IAG says that, as a category, pharma has significantly lower recall scores than other industries and that, although TV viewers can recall the circumstances of an ad, they have trouble connecting the brand.

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