The survey, which assessed volume of stories about advertising campaigns in the national press for October, puts the Leo Burnett-created Kellogg's ad, featuring Tony the Tiger playing football with a gang of boys in Brazil, in top slot after a raft of negative coverage.
Stories centred on the Advertising Standards Authority ordering the phrase "eat right" from "train hard, eat right and earn your stripes" taglien to be dropped because of the high sugar count in the average bowl of the cereal.
Elsewhere in the survey, broadcaster BSkyB's £75m advertising push came in at second place. This included an in-store marketing and national press advertising push for the launch of its £39.99 Sky starter pack for subscribers.
Third place went to telecommunications firm 3's surreal television advertising campaign, developed by WCRS, featuring a giant jellyfish and two elderly Japanese men in cowboy regalia.
Protests from the Salt Manufacturers Association helped to propel the Food Standards Agency's anti-salt campaign, featuring a giant slug, into fourth on a substantial amount of coverage. While the salt manufacturers branded the advert "incorrect and potentially damaging", the ASA rejected calls for an investigation.
The Ads that Make News survey is produced by Propeller Communications and Durrants Media Monitoring.
Martin Loat, director of Propeller Communications, said: "The children's food and obesity debate is clearly one of the talking points of the year. This is having a knock-on effect in forcing advertising campaigns for food or healthy eating up the news agenda."
Top 10 Ads that Make News for October 2004
1 Kellogg's Frosties -- "eat right" slogan banned
2 BSkyB -- new £75m campaign
3 3 -- surreal new jellyfish ad
4 Food Standards Agency -- Sid the Slug campaign
5 Kingsmill -- "The king has risen' campaign
6 Lynx -- new couples ad
7 McCain -- Valerie Singleton spoof
8 Pepsi -- martial arts ad
9 Walkers -- new campaign
10 Martini -- George Clooney and girlfriend Lisa Snowdon in new ad
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.