RADIOWATCH: The monthly analysis of radio recall in association with Emap

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.

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

recently?

     Prev   Advertiser              Agency/Media buyer                 %

    entry

 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

6000).





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