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=)   B&Q                     Bates UK/Zenith Media             75

 1=  (1=)   Woolworths              Bates UK/Zenith Media             75

 3    (-)   Tesco                   Lowe Lintas/Western

                                    International Media               71

 4= (11=)   National Lottery Extra  WCRS/OMD UK                       70

 4=   (-)   WH Smith                Abbott Mead Vickers BBDO/

                                    Starcom Motive                    70

 4=   (8)   Comet                   Saatchi & Saatchi/Zenith Media    70

 7   (3=)   Argos                   Ogilvy & Mather/MindShare         68

 8   (5=)   BT Cellnet              Abbott Mead Vickers BBDO/

                                    The Allmond Partnership           63

 9    (-)   Asda                    Publicis/Carat                    62

10    (-)   Virgin Mobile Phone     Rainey Kelly Campbell Roalfe

            Network                 Y&R/Manning Gottlieb Media        61

11  (11=)   Iceland                 HHCL & Partners/MediaCom TMB      59

12   (13)   Tiny Computers          Golley Slater & Partners/Carat    57

13   (19)   McDonald''s              Leo Burnett/Starcom Motive        54

14   (20)   Carphone Warehouse      TBWA London/Matters Media         47

15=   (-)   HSBC                    Lowe Lintas & Partners

                                    Worldwide/Zenith Media            44

15=   (-)   Halifax Intelligent     The Union/CIA UK                  44


17    (-)   Comfort Fabric          Ogilvy & Mather/Initiative Media  41


18    (-)   Kleenex Toilet Paper    Roose & Partners/Carat            38

19   (15)   DFS Furniture           Bates UK/Brilliant Media          36

20    (-)   Head & Shoulders        Saatchi & Saatchi/Starcom Motive  35

Adwatch research was conducted from 8 to 10 December 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 Register (020 7871 8080) and CIA

Medianetwork (020 7633 9999).


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