NEW YORK, April 4 /PRNewswire/ -- IAG Research, the TV ad effectiveness measurement company, announced the winners of the first IAG Automotive Advertising Awards. The awards are being presented today at the opening press breakfast of the New York International Auto Show.
The awards are based on viewer response data collected by IAG, which measures every ad, product placement, and program on more than 20 measured networks.
"It isn't enough to have good creative anymore," said Lois Miller, president of IAG Automotive. "Effective ads are really the product of a synergy between advertiser vision, breakthrough creative, and strategic media placement. We feel very proud to be able to publicly honor those companies that have managed to achieve this synergy."
The winners of the IAG Automotive Advertising Awards were the most effective at breaking through this clutter and having a lasting impact on TV viewers. In 2006, over 1,400 new national automotive ads were introduced.
"This level of national advertising volume, in combination with regional and local advertising, means that television viewers are flooded with automotive communication", adds Sallie Hirsch, SVP of Research at IAG. "In order to overcome the category clutter, auto companies are experimenting with new ways to break through, including new media platforms and innovative creative concepts."
The award categories and winners are listed below: Most Effective Overall Ad: Luxury -- Lexus LS 460: Demonstration of the sedan's no-hands parallel parking option Most Effective Overall Ad: Non-luxury -- Ford Escape Hybrid: Kermit the Frog talks about being "green" Most Liked Ad: Luxury or Non-luxury -- Honda Pilot: A troll stops a family in the SUV Most Effective Established Nameplate Launch Campaign -- VW Passat wagon Most Effective New Nameplate Launch Campaign -- Toyota Yaris About IAG Research
IAG Research measures the effectiveness of television advertising, product placement as well as viewer engagement with TV. IAG Research's suite of measurement products are used by such industry leaders as American Express, Toyota, General Motors, Procter & Gamble, Verizon Wireless, Johnson & Johnson, Home Depot , VISA, Merck & Co., Paramount Pictures and major networks such as ABC, CBS, NBC, FOX, ESPN, and TNT/TBS.
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