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).