According to data from Nielsen IAG, a CoverGirl tie-in with the CW’s “America’s Next Top Model” was the most recalled new “hybrid” ad during the four weeks between October 27 and November 23, 2008.
Hybrid Ads include customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content.
Recall refers to the percentage of television viewers who can recall, within 24 hours, a hybrid ad’s sponsor.

According to data from Nielsen IAG, an Apple ad, in which “PC” offers “Mac” a cupcake to raise money to repair Vista, was the most recalled new “traditional” ad during the four weeks between October 20, and November 16, 2008.
Recall refers to the percentage of television viewers who can recall, within 24 hours, an ad’s sponsor.

According to data from Nielsen IAG, a Macy’s ad, in which celebrities confirm the existence of Santa Claus for a little girl, was the most liked new “traditional” ad during the four weeks between October 20 and November 16, 2008.
Likeability refers to the percentage of television viewers who report liking an ad “a lot” after viewing it, among those who are able to recall an ad’s brand.