Eighty two per cent -- almost as many as are aware 192 was being scrapped -- are aware of 118 118, according to the latest OMD Snapshots survey compiled exclusively for Marketing. Less than half could recall BT's 118 500, although the company only started advertising it a week prior to 192's switch-off.
The figures look most worrying for Conduit, which has matched The Number's adspend to promote 118 888 -- only 42% recalled its number.
The deregulated market's bigger challenge will be to promote enhancements to the old 192 service to lure the 47% of the public who claim never to use directory enquiries.
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