The top of this month's table looks very different from usual, with Vodafone Retail, at joint number four, the only Radiowatch regular in the top five.
BT Cellnet claims this month's top honours, followed in joint second place by British Gas (last spotted at number ten in January's Radiowatch) and Virgin Mobile, which has never been in the league before.
Like British Gas, Specsavers regularly appears in Marketing's Adwatch column, but has only an occasional Radiowatch presence, last seen in March. This month, however, it joins Vodafone Retail in joint fourth place, with 40% recall.
The top-ranking BT Cellnet radio ad is part of AMV BBDO's new value- for-money campaign which broke in the press and on radio in August, although it is linked to the main television branding work through the voiceover and music.
The radio pinpoints specific USPs, such as cheap calls and automatic bill reviews, using humour built around particular messages.
New PHD developed an all-day schedule to catch the campaign's very broad target market and, indeed, the detailed Radiowatch data shows that the advertising had an unusually consistent recall across different age groups, with its highest recall (75%) among the over-65s and its lowest (45%) among 35- to 54-year-olds.
The British Gas campaign, promoting its new online facility, also features the same music as its television big brother, but stars Martin Jarvis narrating two different stories about objects coming to life. British Gas has used this style of radio work twice this year before and claims it is particularly effective in generating both awareness and responses.
Like British Gas, Virgin Mobile uses bursts of radio throughout the year as part of a mixed-media schedule.
Over the past month, Y&R has created two different radio campaigns, one supporting the 'divorce' television ads urging consumers to switch to Virgin, and more recently, a radio-only campaign promoting Virgin's tariffs and special offers.
But not all radio advertising is there to support television - sometimes, like the Channel 5 work at joint number 16, it is a solus medium. After a summer dominated by Channel 4's Big Brother, Channel 5 got in on the act with Jailbreak, and used radio to draw more viewers into the programme by broadcasting sections of the contestants' audio diaries.
The last-minute nature of this work meant that radio was the only option; the ads were broadcast within a few hours of the diaries being recorded.
In some instances, the RACC found itself approving handwritten scripts that had been completed with just seconds to spare. Remember when advertising was always that much fun?
The monthly analysis of radio recall in association with emap.
Q: Which of the following radio commercials do you remember hearing
Prev Advertiser Agency/Media buyer %
1 (3) BT Cellnet AMV BBDO/Zenith Media 58
2= (-) British Gas BMP DDB/OMD UK 45
2= (-) Virgin Mobile Rainey Kelly Campbell Roalfe 45
Y&R/Manning Gottlieb Media
4= (5) Vodafone Retail Bates UK/OMD UK 40
4= (5) Specsavers In-house/CIA UK 40
6 (6) Powergen Miller Bainbridge/ 38
Western International Media
7= (-) Scary Movie The Creative Partnership and 36
7= (-) Coca-Cola Soul/Universal McCann 36
9 (-) Nescafe Original McCann-Erickson/Universal McCann 35
10 (-) Camelot Superdraw WCRS/OMD UK 32
11 (-) Barclays Bank Leagas Delaney/MediaVest 30
12 (-) Vauxhall Movano Lowe Lintas/Western 28
13 (8) Rover M&C Saatchi/Zenith Media 27
14 (-) Nicorette BMP DDB/Zenith Media 26
15 (-) Sony Minidisc Saatchi & Saatchi/OMD UK 22
16= (-) Telewest Saatchi & Saatchi/Media Insight 19
16= (-) Channel 5 Walsh Trott Chick Smith/Walker Media 19
18 (-) BSkyB St Luke''s/Universal McCann 17
19= (-) Lion Bars J Walter Thompson/MindShare 15
20 (-) Dolphin Telecoms Craik Jones/Carat 14
Radiowatch research was conducted from September 22 to September 25 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).