Ad Ratings

McDonald’s won the Saturday morning advertising sweepstakes on March 7, with its 18 commercials on network TV delivering 40.7 rating points. A look at the the top 10 advertisers that morning:

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Brand/product Household rating* Ads shown McDonald’s restaurants 40.7 18 Burger King restaurants 36.8 19 Barbie dolls 33.6 18 Post Honey-Comb cereal 22.6 12 Capri Sun fruit drinks 21.9 11 Walt Disney “Peter Pan” video 20.9 9 Li’l Splash ‘N’ Shiver toy 19.2 8 Hot Wheels play sets 18.6 10 Pringles potato chips 17.3 10 Chef Boyardee pasta dinners 16.7 10

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* Each rating point represents 980,000 TV homes.

Source: Nielsen Media Research Monitor-Plus service