Adweek reported Monday that a Marco Polo-inspired commercial for the Nissan Rogue crossover SUV was the “most liked” Spanish-language TV commercial for the first half of 2008, according to Nielsen IAG.

A commercial’s likability score reflects the percentage of TV viewers who recall the brand advertised and report liking a particular ad “a lot.”  Nielsen IAG’s panel includes almost 20,000 mostly Spanish-dominant Hispanic viewers living throughout the U.S.

Barbara Zack, managing director, chief strategic officer, Nielsen IAG told Adweek that, in general, humor “usually resonates well with viewers.”