Sallie Hirsch, left, and Lois Miller.
One of the quieter announcements from the New York Auto Show was that a Subaru ad called Soul of Subaru - Values won the Green Award from Intermedia Advertising Group (IAG). The ad won not because a panel of judges thought it was the best but because IAG discovered, based on customer research panels, that this particular ad was the most effective. This meant that the ads left more viewers with the idea that Subaru was a green car company than anything else on TV last year. This week, I spoke with Sallie Hirsch, senior vice president of automotive research, and Lois Miller, president of IAG Automotive, to figure out not only why and how this commercial won (Subaru's overall clean message played a big role) but about TV green car advertising in general. While average, non-green ads still dominate the airwaves, there were more green car ads in 2007 than ever before. Not the most surprising bit of informatin, but well worth keeping an eye on. IAG does just that, and you can get a peek into the industry by clicking play on the widget below.
IAG Research Announces Winners for Automotive Advertising Awards
NEW YORK, March 19 /PRNewswire/ -- IAG Research, the TV ad effectiveness and program engagement company, announced the winners today at the 2nd Annual IAG Automotive Advertising Awards at the New York International Auto Show's opening press breakfast. The IAG Automotive Awards is the only awards program measuring effectiveness of automobile ads.
The awards are based on response data from 2.5 million viewers of national television advertising collected by IAG. IAG Research measures the effectiveness of every ad and product placement on 23 measured TV networks.
All national auto ads that began airing in 2007 were eligible for the award. The goal of the IAG awards is to recognize exclusive ads in the automotive industry, and make the NYIAS a unique location to host the awards.
The winners in each category are:
- Most Effective Overall Ad (Luxury vehicle category) -- Lexus - Hockey Practice
- Most Effective Overall Ad (Non-Luxury vehicle category) -- Chevrolet - Ain't We Got Love
- Most Liked Ad -- Hummer - Video Game Alt
- Most Effective Established Nameplate Launch Campaign -- Toyota Tundra
- Most Effective New Nameplate Launch Campaign -- Hyundai Veracruz
- The Green Award -- Subaru - Soul of Subaru - Values
"We are very proud to honor these brands for their creative ingenuity," said IAG Automotive President, Lois Miller. "For an ad to resonate with the consumer it should tell a story, have great visuals and contain a succinct message."
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, Ford Motor Company, Chrysler LLC, Procter & Gamble, Verizon Wireless, Sprint, Warner Brothers, VISA, Merck & Co., Paramount Pictures and major networks such as ABC, CBS, NBC, FOX, ESPN, and TNT/TBS.