RADIOWATCH: The monthly analysis of radio recall in association with Emnap on Air

If a mobile phone is not at the top of your Christmas stocking, it certainly will not be for lack of effort by the telecoms industry.

If a mobile phone is not at the top of your Christmas stocking, it

certainly will not be for lack of effort by the telecoms industry.

The top two brands in December’s Radiowatch table are mobile phone

retailers Carphone Warehouse and Vodafone Retail, while Orange and One 2

One take third and fourth places, leaving BT to complete the top


It is hard to escape mobile-mania; even the Boots advertising campaign,

at number 14, is for the chain’s mobile phone offer (which proved so

popular that the BBC’s Watchdog lines were jammed with angry customers

unable to find a Boots store with any of the mobile phones left on the


The Radiowatch data shows that all top four brands have a greater recall

with men than women and that all but Carphone Warehouse are recalled by

more people in the 45 to 54 age group than any other group.

Interestingly, the Carphone Warehouse ads have massive resonance with

the vital 15 to 24 age group (75%, compared with Vodafone Retail’s 67%)

and with the equally important AB group (74%, compared with Vodafone

Retail’s 58%).

Perhaps it is managing director Charles Dunstone’s customer service

credo that has particular appeal for these two demanding groups. All

Carphone Warehouse radio commercials, through Radioville, have such a


This year has seen ’offer’ advertisements using the voice of TV’s Carol

Vorderman as well as two big branding campaigns. The first of these was

the Hands-Free Amnesty, which rolled out earlier this year, while the

campaign which figures in this month’s Radiowatch is voiced by actor

Dennis Waterman.

The campaign supports the Carphone Warehouse’s television work, which

also uses Waterman and which, coincidentally, features in this week’s

Adwatch table.

It promotes service elements such as the ’No Lemon Guarantee’ (if your

phone doesn’t work, the store will simply give you a new one) and the

’Don’t Bug Me’ stickers which enable customers to indicate what they

want to browse.

Dunstone is said to have been slightly unnerved by the fact that these

commercials do not actually mention Carphone Warehouse by name - but the

familiar ’Get Connected’ theme tune and ’Simple, impartial advice’

sign-off have proved enough to get the Carphone message across.

Meanwhile, the bottom of the table provides a fascinating hint of the

future., at joint number 19, is an end-of-the-century

omen that Radiowatch 2000 is likely to be dominated by dot.coms in the

way that the 1999 tables have been by mobile telephony.

Comfortingly, the other joint number 19 is for one of the nation’s

oldest favourites, Aero.

As the third millennium looms, it’s a reassuring fact that no matter how

high the tech gets, the world will always crave chocolate.

Q: Which of the following radio commercials do you remember hearing


    Prev  Account                   Agency/Radio buyer                 %


1   (2)   Carphone Warehouse        Radioville/Matters Media          64

2   (1)   Vodafone Retail           Bates UK/BMP OMD                  58

3   (-)   Orange                    WCRS/Mediapolis                   55

4   (-)   One 2 One                 Bartle Bogle Hegarty/Motive       50

5   (3)   BT                        Abbott Mead Vickers BBDO/

                                    Zenith Media                      46

6   (-)   Camelot National Lottery  WCRS/BMP OMD                      43

7=  (-)   Blockbuster               TBWA GGT Simons Palmer/

                                    Booth Lockett Makin               42

7=  (4)   Nescafe                   McCann-Erickson/Universal McCann  42

9   (-)   Talking Pages             Partners BDDH/New PHD             37

10  (8)   Cash Convertors           Simon Martin & Associates/

                                    Target Media                      34

11  (6=)  Dixons                    M&C Saatchi/Walker Media          32

12  (6=)  Sainsbury’s               Abbott Mead Vickers BBDO/New PHD  31

13  (11)  NatWest                   TBWA GGT Simons Palmer/Motive     21

14  (-)   Boots mobile phones       J Walter Thompson/BMP OMD         20

15  (-)   Volkswagen dealers        BMP DDB/BMP OMD                   18

16= (-)   Huggies                   Ogilvy & Mather/MindShare         17

16= (-)   Robinsons Fruit Juice     HHCL & Partners/MindShare         16

18  (19)  Royal Liver Assurance     Publicis/Optimedia                12

19= (-)   Aero                      Ammirati Puris Lintas/MindShare   11

19= (-)            BMP DDB/BMP OMD                   11

Radiowatch research was conducted from November 19 to November 21 by NOP

Research Group (0171-890 9445) as part of a weekly telephone omnibus

survey among 472 commercial radio listeners. Advertisements were

selected by Xtreme Register (0171-520 6500) and Emap On-Air (0171 504



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