NEW YORK, NY (May 17, 2004) – Erectile Dysfunction ads received top marks among the nation’s TV viewers for prescription drug brand recognition, according to survey results released by IAG, a TV ad-effectiveness ratings company.
The survey covered only new prescription drug ads aired during the January 1-March 31, 2004 period. The rankings were based on the ability of viewers to recall the new ads and associated brands/products.
Cialis earned the top slot with a recall index of 173. Competing erectile-dysfunction drug Levitra’s campaign, featuring NFL Hall of Famer Mike Ditka, landed in the second spot, while another Cialis spot and work from Zyrtec and GoBreath.com (Advair) rounded out the list.
IAG Top 5 Prescription Drug Ads, January 1 – March 31, 2004
| Rank | Brand | Ad Description | Recall Index |
| 1 | Cialis | Middle-aged couples at scenic overlook in bathtubs, driving in convertibles | 173 |
| 2 | Levitra | Mike Ditka says to take the Levitra Challenge, easy as 1-2-3 | 166 |
| 3 | Zyrtec | Woman w/ dog sneezes repeatedly, dog bothered by her allergies and runs away | 148 |
| 4 | Cialis | Couples lay in hammock, embrace on dock, sofa, and at party | 145 |
| 5 | GoBreathe.com (Advair) | Man chases dog, ask doctor about preventative asthma medication | 143 |
Brand recall is based on the percentage of TV viewers who can recall within 24 hours the brand of the ad they were exposed to during the normal course of TV viewing, according to IAG. These scores are then indexed against the mean score for all new ads during the time period.
IAG studies the performance of ads, ad campaigns, in-program marketing, individual shows and networks.
