MEDIA: RADIOWATCH - The monthly analysis of radio recall in association with Emap on air

In this month’s Radiowatch, the mobile-phone firms continue to dominate the air waves, with Carphone Warehouse snatching the top awareness slot back from Vodafone.

In this month’s Radiowatch, the mobile-phone firms continue to

dominate the air waves, with Carphone Warehouse snatching the top

awareness slot back from Vodafone.

Cellnet is a new entrant, with its campaign already attracting a higher

level of recall than rival One 2 One’s ad.

BT shot straight into the awareness ranking at number four, with 46% of

our sample of 472 commercial listeners saying they had heard the ad.

But the emergence of ads for Tiny Computers and Argos shows that radio

advertisers are trying to catch the Christmas-present market.

Tiny’s campaign began in November and will end next week. Although the

brand had radio ads airing in the summer, it ploughs a significant

proportion of its marketing spend into advertising during the key

pre-Christmas selling season for computers.

The campaign features a testimonial-style creative, with two people

discussing the various benefits of Tiny Computers over other unnamed

high street models.

Two FMCG brands make their first appearance in this Radiowatch: Ready

Brek and Crosse & Blackwell Snackstop, with 11% and 10% of commercial

radio listeners respectively having recalled hearing them.

Although awareness of the ads is relatively low, it shows the changing

style of the medium with food brands now making an appearance on radio

as well as television.

One quarter of the sample recalled hearing second-hand store chain Cash

Converters’ advertising spots.

The company, which now puts all its pounds 1m advertising budget into

radio ads, tailors the spots to include address details for the store in

each of 46 local radio station’s broadcast areas.

The company, which has 98 franchised sites in the UK, only began

advertising at the beginning of this year.

Alex Dalziel, Cash Converters’ head of marketing, is so pleased with the

response from the radio campaign that he is planning to extend it next


The Central Office of Information also features in this month’s

Radiowatch with a campaign encouraging people to give blood - winter is

traditionally the time when hospital blood stocks are lowest.

Q: Which of the following radio commercials do you remember hearing


Ranking   Account                   Agency/buyer                       %

1   (2)   Carphone Warehouse        Commercial Breaks/Matters Media   63

2=  (1)   Vodafone                  Bates Communications/BMP Optimum  54

3   (5)   Orange                    WCRS/Mediapolis                   48

4   (-)   BT                        Abbott Mead Vickers BBDO/

                                    Zenith Media                      46

5   (7=)  Blockbuster Video         TBWA/CIA Medianetwork             41

6   (-)   Cellnet                   Abbott Mead Vickers BBDO/New PHD  40

7   (-)   Talking Pages             Leagas Delaney Partnership/

                                    Zenith Media                      36

8=  (7=)  Dixons                    M&C Saatchi/Walker Media          34

8=  (3)   One 2 One                 BBH/Motive                        34

10  (-)   Argos                     Ogilvy & Mather/MindShare         31

11  (-)   Blood Donor               Delaney Fletcher Bozell/

                                    BJK&E Media                       26

12  (-)   Cash Converters           Simon Martin Associates/

                                    Target Media                      24

13= (-)   Radio Rentals             Ogilvy One/MindShare              23

13= (-)   Tiny Computers            Golley Slater/

                                    Collins Partnership/MBS           23

15  (12)  The Link                  M&C Saatchi/Walker Media          21

16  (10)  Channel 5                 Walsh Trott Chick Smith/

                                    Walker Media                      18

17  (17=) Telewest Communication    GGT/Media Insight                 15

18  (-)   St Ivel Vitalite          Leo Burnett/

                                    BMP Solutions in Media            14

19  (-)   Ready Brek                Abbott Mead Vickers/New PHD       11

20  (-)   Crosse & Blackwell

          Snackstop                 McCann-Erickson/Universal McCann  10

Radiowatch research was conducted from December 4 to December 6 by NOP

Research Group (0171 890 9446) as part of a weekly telephone omnibus

survey among 472 commercial radio listeners. Advertisements were

selected by Xtreme (0171 520 6500) and Emap On-Air (0171 504 6000).


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