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.
|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.
October 31, 2007 6:00 AM