ADWATCH: The weekly analysis of advertisement recall

Q: Which of the following TV commercials do you remember seeing


    Last   Account                 Agency/TV buyer                    %


1    (1)   Direct Line           Faulds Advertising/MediaCom TMB      77

2    (2)   Specsavers            In-house/CIA Medianetwork            74

3    (8)   McDonald''s            Leo Burnett/Starcom Motive           73

4=   (4)   Asda                  Publicis/Carat                       69

4=   (3)   One 2 One             Bartle Bogle Hegarty/Starcom Motive  69

6    (-)   Kellogg               J Walter Thompson/MindShare          65

7    (7)   Comet                 Saatchi & Saatchi/Zenith Media       63

8    (-)   DFS                   Bates UK/Brilliant                   57

9=   (-)   Homebase              Abbott Mead Vickers BBDO/New PHD     54

9=   (-)   Shredded Wheat        McCann-Erickson/Universal McCann     54


11   (-)   Gap                   In-house/CIA Medianetwork            50

12   (-)   Pampers               Saatchi & Saatchi/Starcom Motive     46

13=  (-)   Bold Laundry Tablets  Grey Advertising/Starcom Motive      44

13=  (-)   Ericsson              Young & Rubicam/The Media Edge       44

15   (-)   Mail on Sunday        Bartle Bogle Hegarty/MediaVest       41

16   (-)   Time Computers        BDH.TBWA/CIA Manchester              40

17   (-)   Anchor Butter         WCRS/Zenith Media                    35

18=  (-)   Lycos                 Leagas Delaney/BBJ Media             27

18=  (-)   Thomsons Waterseal    Advertising Brasserie/MediaCom TMB   27

20   (-)   Pearldrops Toothpaste Parker Hunt/Carat                    23

Adwatch research was conducted from September 8 to September 10 by NOP Research Group (020 7890 9948) as part of a weekly telephone omnibus survey among more than 500 adults. Copies of the Adwatch data and analysis are available from Victoria Blake at NOP.

Advertisements were selected by Xtreme Information (020 7871 8087) and CIA Medianetwork (020 7633 9999).


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