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.
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
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.