RADIOWATCH

Christmas may be looming, but you'd never know it from December's Radiowatch.

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

recently?

     Prev   Advertiser            Agency/Media buyer                   %

    entry

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

                                  Starcom Motive

4     (-)   Orange                WCRS/Media Planning Group           44

5     (-)   British Gas           BMP DDB/OMD UK                      40

            Communications

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

                                  Zenith Media

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

            Communication

19=   (-)   Clinton Cards         QD/David Knight Associates          14

19=   (-)   Community Legal       Ogilvy & Mather/OMD UK              14

            Services

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

6000).





Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands