Christmas may be looming, but you'd never know it from December's Radiowatch.
Apart from Clinton Cards at joint number 19, this league - dominated at the top, as usual, by the mobile phone companies - conveys little seasonal spirit.
Except, perhaps, to a Whitehall mandarin who might ponder the presence of five COI campaigns and conclude that budgets are being spent in the weeks before the dawn of 2001, election year.
Two of those five COI campaigns (Delaney Lund's work for Blood Donors and Ogilvy & Mather's work for Community Legal Services) were radio-only.
The other three - Working Family Tax Credit, Car Crime Reduction and Energy Savings Trust - bolstered TV campaigns from earlier in the year.
Highest-scoring, with 35% recall, is St Luke's work on Working Family Tax Credit in seventh place. The humorous TV campaign featured people receiving the supplement, but then suffering other people trying to relieve them of their new-found funds. The radio continued this theme, with children wheedling the money from their parents.
The Radiowatch figures show this work had particular resonance in the North and among the 35- to 44-year-old age group (40% of whom recalled the ads). However, the core targets were families earning close to the 'cut-off' limit of pounds 20,000 a year.
Rainey Kelly Y&R had two COI campaigns in this table, Energy Savings Trust at joint 15 and Car Crime Reduction in tenth place.
The latter, the first part of the government's anti-crime initiative, broke on TV and with posters in October, reminding people to take basic precautions such as locking their car. The radio, upweighted in particular crime spots, continued the theme. As Y &R had intended, it was recalled particularly well by 15- to 24-year-olds (34%), many of whom drive older vehicles without built-in security features.
The Energy Savings Trust has nothing to do with Mark Lamarr's energy-saving work for the DETR. This is the humorous campaign that shows people expending unnecessary energy doing simple tasks.
The radio, like the TV, aims to persuade people to take initiatives like changing their white goods and investing in draught-proofing. The ads comprised 'interviews' with people doing crazy energy-wasting things such as putting up masses of lights to attract badgers.
Our data shows it was best-recalled among 15- to 24-year-olds (24%) and the over-55s (33%). Apparently, because children are environmentally-conscious, the campaign ran solely on breakfast radio where it was designed to catch families.
So if you know someone who is planning to spend the festive break lagging the boiler, you have a good picture of their early morning media-consumption. Happy Christmas!
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 (1) Carphone Warehouse Radioville/Matters Media 59
2 (5) Vodafone Retail Bates UK/OMD UK 51
3 (-) One 2 One Bartle Bogle Hegarty/ 59
4 (-) Orange WCRS/Media Planning Group 44
5 (-) British Gas BMP DDB/OMD UK 40
6 (-) Blockbuster Doner Cardwell Hawkins/ 38
Booth Lockett Makin
7 (-) Working Family St Luke''s/OMD UK 35
Tax Credit - COI
8 (-) McDonald''s Leo Burnett/Starcom Motive 34
9 (-) BT Reconnection Abbott Mead Vickers BBDO/ 31
10 (-) Car Crime Reduction Rainey Kelly Campbell 29
Roalfe Y&R/OMD UK
11 (-) Blood Donors Delaney Lund Knox Warren/OMD UK 26
12 (-) Yahoo HHCL & Partners/Optimedia 24
13 (-) Vodafone Network BMP DDB and Bates UK/OMD UK 23
14 () NatWest TBWA GGT Direct/Starcom Motive 21
15= (-) National Code Change J Walter Thompson/MindShare 20
15= (-) Energy Savings Trust Rainey Kelly Campbell 20
Roalfe Y&R/OMD UK
17 (12=) RAC WCRS/BBJ Media 16
18 (12=) Telewest Saatchi & Saatchi/Media Insight 15
19= (-) Clinton Cards QD/David Knight Associates 14
19= (-) Community Legal Ogilvy & Mather/OMD UK 14
Radiowatch research was conducted from November 24 to November 26 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