Top 10 ads with the highest recall in a single week in Adwatch 2009

LONDON - A commercial with people commenting on the ease of use on its new website scored the highest recall at 783% in a single week in Marketing's Adwatch of the Year during 2009.

The ranking below, compiled from the 51 Adwatch tables that ran between November 2008 and October 2009, ranks the 10 commercials that scored highest in one particular week.

Top 10 ads with the highest recall in a single week in Adwatch 2009



A description of each ad and when it appeared appears below the table.

Best recall in any single week

2009 2008 Brand Agency/TV Buyer Score Issue TV spend Total adspend

(% recall) date £m £m
1 9= In-house/MNC 78 18.02.09 20.04 23.23
2 1 Churchill WCRS/MediaCom 76 25.02.09 15.8 27.27
3 - VCCP/ZenithOptimedia 74 04.03.09 11.82 12.41
4= 3 Marks & Spencer RKCR Y&R/Walker Media 73 21.01.09 16.82 43.23
4= 4 Tesco The Red Brick Road/Initiative 73 15.04.09 39.14 114.62
6= 6 Morrisons DLKW/Mediaedge:cia 72 10.12.08 27.67 65.06
6= - Iceland Tom Reddy Agency/MediaCom North  72 21.01.09 8.8 11.09
8 2 Asda Fallon London/Carat 71 28.01.09 38.43 96.78
9 - Nintendo Karmarama/Mediaedge:cia 69 03.12.08 25.13 32.4
10= - Biscuit/Walker Media 68 25.03.09 3.89 4.27
10= 7= Argos CHI & Partners/MindShare 68 26.11.08 23.76 50.09
10= DFS Uber/Brilliant Media 68 18.02.09 31.87 98.17
10= - 118 118 The Brooklyn Brothers/OMD UK 68 11.03.09 7.95 9.9
  • People proffer comments on the user-friendliness of the new website (30")
  • Churchill helps Rolf Harris move house  (30")
  • Aleksandr Orlov the meerkat bemoans the confusion between his website,, and (20")
  • 'Winter Wonderland' Christmas commercial with Take That, Myleene Klass, Twiggy et al (60")
  • Asda basket comparison voiced by Jane Horrocks (30")
  • Richard Hammond travels on a sleigh to Morrisons and meets Denise van Outen (60")
  • Kerry Katona and Coleen Nolan invite Jason Donovan to their Christmas party (60")
  • Christmas family scenes: 'It's beginning to look a lot like Christmas' (40")
  • Celebs including Girls Aloud, Ronan Keating and Fern Britton play on the Nintendo DS (60")
  • Women dance with Foxy in front of a giant disco ball to promote Free Bingo Week (10")
  • Members of staff crowd around to gift-wrap a woman's Christmas parcel (40")
  • Promoting Double Savings Winter Sale, with people sitting on the sofas (30")
  • The 118 118 team travel through the city singing 'Who you gonna call?' (40")

Marketing's Adwatch of the Year 2009  

AMV BBDO, McCann Erickson and DLKW top agencies in Marketing's Adwatch of the Year 2009

Carat, Mediacom and OMD top media agencies in Marketing's Adwatch of the Year 2009



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