That’s right. A new survey indicates that new ads for Sepracor’s Lunesta and Takeda’s Rozerem - both are sleeping pills, for those who didn’t know - are among the top five recalled by television viewers.

Lunesta’s advertising, in fact, captures the #1 and #2 ranking, and are recalled much more than the average new prescription ad launched so far this TV season, according to IAG Research, which measures the effectivness of TV ads. The Rozerem ad demonstrates how “an ad campaign can take a risk with its creative approach to break-through and differentiate itself,” Fariba Zamaniyan, senior vp of IAG’s pharma practice.

Pfizer’s ads for its Zyrtec allergy pill placed third, Rozerem was fourth, and fifth place was a tie between ads for AstraZeneca’s Crestor and Vytorin, the pill sold jointly by Merck and Schering-Plough.

Among all brand ads, the same two Lunesta ads captured were the two most recalled ads. Ads for Glaxo’s Imitrex migraine pill was third and - guess what? - Takeda’s Rozerem ads were fourth. The Plavix bloodthinner was fifth, which must hearten Bristol-Myers Squibb and Sanofi-Aventis as they struggled to regain market share lost to a generic that was briefly on the market.

You can dissect the rankings here.