Burlington, NJ - After the recent launch of Burlington Coat Factory's new ad campaign, their new commercial "Coat Check" landed among the Top 10 Most Effective New TV Advertisements on the Brand Recall Index for the period September 30 - October 13 2002, according to Intermedia Advertising Group (IAG). The Brand Recall Index gauges the average TV viewer's ability to recall an ad and its respective brand/merchandise within 24 hours of viewing a commercial. The IAG results were also mentioned in Ad Age Magazine's October 21 issue. The commercial incorporates a simple and witty story line - a clever coat thief masquerading as a coat check employee.

The commercial is part of Burlington Coat Factory's current rebranding effort. The company recently established a creative team to coordinate their communication projects. The team's efforts have already yielded a striking print campaign "Cheap Girl", which debuted in Lucky and Seventeen Magazines, as well as four memorable commercials, which aired nationwide this fall. Through movements toward more stylish advertising, and a warmer, cleaner store design, Burlington Coat Factory is hoping to position itself as the leading retail alternative to department stores for famous maker and designer merchandise.

The Intermedia Advertising Group considers all new ads airing on ABC, NBC, CBS, FOX, WB, and UPN during primetime if they meet certain criteria including a sample size greater than 200, an air date during the specified consideration period. An ad airing prior to this period will be considered only if significant format or content changes have been made. The Intermedia Advertising Group offers services to help companies monitor their ad performance and media buy efficacy.

Burlington Coat Factory is one of the nation's leading off-price retailer of first quality apparel, shoes and accessories for the entire family, linens and home décor, and baby clothing and merchandise. Burlington Coat Factory operates over 320 stores, including subsidiaries, in 42 states.