AMV BBDO top agency in Marketing's Adwatch of the Year 2007

LONDON - Commercials created by AMV BBDO made it into Marketing's weekly Adwatch ranking of ad recall during 2007 more often than any other agency, closely followed by M&C Saatchi. Work for clients such as Sainsbury's and Homebase helped put AMV BBDO at the top, while M&C Saatchi scored highly with work for retailers like PC World, Currys and MFI.

But when it comes to average recall per ad that made into Adwatch, Fallon was on top at 52% average recall, closely followed by RKCR/Y&R at 51%. Fallon client Asda regularly features in Adwatch, while RKCR/Y&R high-recall stalwarts include Marks & Spencer, and Danone. 

For the first time, Marketing has compiled this ranking of creative and media agencies based on how well their ads performed in Adwatch, ranked by how many time their brands were mentioned in Adwatch throughout the year. The tables also include a mention of average recall per mention in Adwatch.

The rankings were compiled from the 51 Adwatch tables that ran between 1 November 2006 and 31 October 2007. Adwatch is the UK's leading monitor of the memorability of TV advertising, and is based on survey conducted by TNS of 1,000 adults.

 
Creative Agencies
Top 10 by Adwatch mentions
RankAgencyNo. mentionsAv. Recall*
1AMV BBDO8342%
2M&C Saatchi7448%
3JWT6344%
4Bartle Bogle Hegarty5343%
5RKCR/Y&R5251%
6McCann Erickson4940%
7Leo Burnett4143%
8Fallon3652%
8=WCRS3649%
10Mother3443%
Source: Marketing
*Average recall per mention in Adwatch
Media Agencies
Top 10 by Adwatch mentions
RankAgencyNo. mentions
1MindShare152
2Carat112
3ZenithOptimedia110
4MediaCom99
5Walker Media97
6OMD96
7Starcom72
8Mediavest55
9Initiative47
10Mediaedge:cia41
Source: Marketing

     

Click here to see Marketing's Adwatch of the year 2007

Click here to see Top 10 ads with the highest recall in a single week in 2007

Click here to see Vox Pops: the ads the public remembers

Adwatch Methodology

The weekly Adwatch system was established more than 20 years ago to monitor the saliency of television advertising. Because Marketing wanted to avoid simply registering 'morning after' recall, it decided to research commercials a few weeks after they first go on air.

How it works: 

  • Xtreme Information draws up a list of all new commercials that broke in a particular week (about a month before the research takes place).
  • Mediaedge:cia works out the TV ratings of all the commercials on the list.
  • Any ads that have had enough exposure (usually about 40 spots a week) are then sent to TNS and researched online among 1000 16- to 64-year-olds in Great Britain who read a brief description of each ad before confirming whether or not they have seen it.
  • Marketing puts the information in tabular form and prints the top 20.

 

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