Millward Brown commissioned the study to explore the viral-sharing web trend, and to discover why certain films are circulated more than others.
More than 3000 UK consumers were interviewed about 29 different films, and Bud Light's viral film 'Magic Fridge' was found to be the most likely to be forwarded.
Ikea's "pig chase" came second, DC Shoe's "b.Ball" came third, Carlton Draught's "big ad" came fourth and British Columbia "lion's cheering works" was fifth placed.
Duncan Nealon, chief researcher on the study, said: "A viral has to work really hard to be forwarded on. Talkability and enjoyment -- being humourous, shocking, involving or using sex -- were key to whether or not the viral film was forwarded and all of the top five virals had at least two of these criteria."
Only two of the 29 films prompted more than 20% of consumers to state that they would definitely forward the viral on via email, which correlated with the number of people who would spread the viral's message by word of mouth.
Nealon said: "An ill advised TV or cinema ad can be pulled but a viral cannot. Once a viral has been released, the power of the media buyer has been given to the consumer and the brand has no control over its longevity."