ADWATCH: BT ads work smarter to get to the top

The weekly analysis of advertisement recall sponsored by ITV

The weekly analysis of advertisement recall sponsored by ITV


The Top 20: Prompted recall


Q: which of the following TV commercials do you remember seeing or

hearing recently?

   Last week  Account                     Agency/TV buyer              %

 1    (3=)    BT                          BDDH/IDK                    81

 2    (1)     National Lottery Instants   Saatchi & Saatchi/Zenith    79

 3    (5)     Safeway                     Bates Dorland/Zenith        75

 4    (2)     TV Licensing                BST.BDDP/PHD                74

 5=   (-)     McDonald’s                  Leo Burnett                 72

 5=   (3=)    Coca-Cola                   Ad Store/McCann-Erickson    72

 7    (8=)    Kellogg’s Cornflakes        J Walter Thompson           70

 8    (8=)    Head & Shoulders            Saatchi & Saatchi/P&G Media 66

 9    (-)     Kellogg’s Frosties          J Walter Thompson           58

10    (-)     Blockbuster Video           GGT/Media Solutions         49

11=   (-)     Muller Fruit Corner         RS Alliance                 43

11=   (-)     Golden Wonder Crisps        Ogilvy & Mather             43

13    (-)     Campbells Meatballs         Saatchi & Saatchi/Zenith    31

14    (-)     COI Firework Safety         In-house                    29

15    (-)     Max Factor Naturals         Leo Burnett/Zenith          27

16    (-)     Findus Lasagne              FCB/McCann-Erickson         23

17    (-)     Vicks Action                Leo Burnett                 22

18    (-)     Johnsons Kid Creamy         CM Lintas/BMP Solutions     14

              Bubbly Bath                 in Media

19    (-)     Hutchison Orange            WCRS                        12

20    (-)     Tefal Gold Electric Kettle  Ammirati & Puris Lintas/    10

                                          Initiative Media

Adwatch research was conducted November 10 - November 12 by Audience

Selection (0171-608 3618) using Phonebus, a weekly telephone omnibus

survey among more than 1000 adults. Advertisements were selected by CTC

(0171-439 7096) and CIA Medianetwork (0171-633 9999). Analysis and

further information from The Planning Partnership (0171-430 1641). Full

sets of Adwatch data including demographic analysis are available from

Jonti Campbell at Audience Selection tel 0171-608 3618. Fee pounds 150.



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