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October 31, 2007 6:00 AM

Chart: Most-Recalled New Prescription Drug Ads 2006-07 TV Season

IAG Research, which tracks ad recall and engagement, released a list of the most memorable new commercials for prescription drugs shown during the 2006-07 TV season. While advertisers are pressing media for effectiveness, the IAG figures show that good creative can increase memorableness by more than 50%. Many of the top-scoring ads feature icons to garner attention, either a moth, a talking bee or, in the case of Rozerem, Abe Lincoln and a beaver.

“The fact that Lunesta along with other prescription brands including Nasonex, Rozerem and Vytorin remain at the top is a testament to strong campaign development that continues to deliver seamless creative extensions that effectively break through the clutter and reinforce the brand identity synonymous with the icon present in the ads,” said Fariba Zamaniyan, senior VP of IAG Research’s Pharmaceutical Practice. The complete list of top-scoring ads is below:
Rank Brand Manufacturer Ad Description Ad Length (seconds) Ad Recall Index
1 Lunesta          Sepracor        7-Night Challenge; luna moth flies over bridge and water and into people's homes/tents 60 157
2 Lunesta          Sepracor        7-Night Challenge; luna moth flies over a lake into couple's home, then onto woman's pillow 60 155
3 Zyrtec Pfizer Story #43; clothes falls on woman and she sneezes 45 140
4 Nasonex         Schering-Plough Animated bee talks about prevention of nasal allergy symptoms while buzzing next to Nasonex bottle 30 138    
5 Rozerem        Takeda Abraham Lincoln, talking beaver, man in suit and man in diving suit at a bus stop; your dreams miss you 60 136
6 Lipitor Pfizer Dr. Robert Jarvik in white lab coat discusses risk of heart disease and stroke caused by high cholesterol 60 126
  Crestor AstraZeneca Man at fish market near ocean whose cholesterol is out of whack; his body splits into sections        60 126
  Vytorin Merck/Schering-Plough Plates of food shown next to shots of relatives, for example Grandpa Bow and bowtie pasta 60 126
  Valtrex GlaxoSmithKline Couple talks about the risks of contracting herpes; 70% of people affected got it from their partner 60 124
7 Cialis Eli Lilly Couples in various romantic places including in front of fireplace, in restaurant, in rowboat and on hammock 60 124
8 Gardasil         Merck Young women including a cowgirl, color guard, gymnast and softball player say they want to be “One Less”            60 120
  Caduet Pfizer Woman in red vest walks along a beach, splits into two and says she has high blood pressure and cholesterol 60 120

Source: IAG Ad Performance Tracking Service.


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