Dotcoms may be pulling in the advertising reins, but the telecoms and mobiles brands are booming, and nowhere more so than on radio. The top half of this month's Radiowatch chart reads like a directory of telephone businesses, with six of the eight top spots cornered by telecoms product or service providers.
Carphone Warehouse burst straight back into the table at number one after a month out. Radioville's latest campaign for the mobile retailer comprises eight different 40-second spots, all advertising various network or product offers available during October.
BT tore back into the chart at fourth place after being eclipsed by sister company BT Cellnet for the past few months. The solus campaign, through Abbott Mead Vickers BBDO, encourages consumers to reconnect to BT for free. The two-month radio promotion will run in two-week bursts in different regions to maximise its geographical reach.
Government advertising registered twice, with a campaign highlighting the rise in the minimum wage going in at joint fifth. The two 40-second spots ran for two weeks as part of a combined promotion that was also featured on TV, in national, trade and women's press, and on the internet.
The first ad aired during the week leading up to October 1, the day the wage rate went up, and the second followed a week after. The radio campaign was separate to the TV work, but made use of the 'Rise' the me initiated on TV by using voices that rise in pitch throughout the ads.
The AA's campaign for its online insurance service, tenth on the Radiowatch chart, broke on TV on September 12, while its two-month national radio promotion kicked off in early October, alongside a two-week outdoor push.
The four 30-second radio ads are quite different from the TV commercials in that they seek to impart one key message instead of several - the speed and ease of using the online service.
The RAC was one of four companies in joint 12th position, with its three-week campaign through WCRS promoting various products and services.
The four executions support a new brand proposition by the RAC, and seek to position it as 'more than just a breakdown service'. The radio campaign follows a burst of TV advertising in the summer, and uses the same music as one of the TV ads and the same voice-over artist. It also continues the humorous theme established in the TV campaign.
Breathe.com breezed in at joint 16th with two executions promoting its free text messaging service and free WAP calls promotion.
The ads, Breathe's second burst since its launch, ran in conjunction with TV advertising on ITV, Channel 4 and Channel 5, cable and satellite.
Since the ads aired, daily registrations at breathe.com have grown by over 40% and WAP traffic has tripled.
Q: Which of the following radio commercials do you remember hearing
Prev Advertiser Agency/Media buyer %
1 (-) Carphone Warehouse Radioville/Matters Media 63
2 (-) Vodafone Network BMP DDB/OMD UK 58
3 (1) BT Cellnet Abbott Mead Vickers BBDO/
Zenith Media 51
4 (-) BT Abbott Mead Vickers BBDO/
Zenith Media 45
5= (-) Minimum Wage - COI Ogilvy & Mather/OMD UK 37
5= (4=) Vodafone Retail Bates UK/OMD UK 37
7 (6) Powergen Miller Bainbridge/
Western International Media 35
8 (2=) Virgin Mobile Rainey Kelly Campbell Roalfe
Y&R/ Manning Gottlieb Media 34
9 (4=) Specsavers In-house/CIA Media Network 33
10 (-) AA.com HHCL & Partners/Zenith Media 30
11 (-) AOL Mortimer Wittaker O''Sullivan/
BBJ Media 29
12= (13) Rover M&C Saatchi/Zenith Media 22
12= (-) Barclays Bank Leagas Delaney/MediaVest 22
12= (16=) Telewest Communications Saatchi & Saatchi/Media Insight 22
12= (-) RAC WCRS/BBJ Media 22
16= (-) Breathe.com Miles Calcroft Briginshaw
Duffy/CIA Media Network 21
16= (-) Gillette Mach 3 Abbott Mead Vickers BBDO/
BMP OMD 21
16= (-) Children''s Tax
Benefit - COI St Luke''s/OMD UK 21
19 (-) Peparami Lowe Lintas/Initiative Media 18
20 (-) Kit Kat J Walter Thompson/MindShare 17
Radiowatch research was conducted from October 20 to October 22 by NOP
Research Group (020 7890 9000) as part of a weekly telephone omnibus
survey among 472 commercial radio listeners. Advertisements were
selected by Xtreme Register (020 7871 8080) and Emap On-Air (0171 504