Prunella Scales and her alter ego - the interfering Dotty - have
done it again, putting Tesco top of the People’s Jury table for the
second time and pushing its score up to an all-time high of 6.6. The
latest spot from Lowe Howard-Spink proved an all-round winner with
scores of 6.0 and above right across the board, while its best result
came from viewers in the Midlands who gave it a whopping 6.9.
Angus, the new Whiskas cat who takes viewers on a hunt for Supermeat, is
hot on Dotty’s heals this month with a score of 6.5. More than half the
jurors recalled the commercial, which was particularly popular with
women who gave it a meaty 6.9.
Also making it on to the rostrum with 6.3 is Euro RSCG Wnek Gosper’s
two-minute ’advertainment’ spot for the Peugeot 206 GTi starring the
magician, David Blaine, with the car in a supporting role. This worked
its magic most effectively with women who awarded Blaine a hot 6.4,
while recall stood at 59 per cent.
Each month ±±¾©Èü³µpk10 asks the public to rate Britain’s 20 most watched
ads. They then award points on a sliding scale from ten (triumph) to 1
(turkey).
Other big car brands to feature this month include the Rover R75 and
Daewoo Nubira, each of which scored a respectable 5.8, followed by the
less impressive Citroen Xsara and Ford CVS on 5.6 and 5.5
respectively.
Ogilvy & Mather’s ad for Ford Direct, the second-hand car dealership,
was left languishing close to the bottom of the pile with a lowly
5.3.
Advertising for some of the high street banks also appears to be
unpopular with our jurors this month. St Luke’s Midland/HSBC and Saatchi
& Saatchi’s Lloyds ads managed just 5.4, narrowly beaten by Bates’
latest Halifax saver reward spot which got 5.6.
Some things never change and the MFI Spring Sale campaign remained true
to form, revisiting its home at the bottom of the table with a shabby
4.5 and just 36 per cent recall.
Now to our two questions. Our jurors were evenly split on the first
one.
Forty-four per cent thought Granada Media Group should be allowed to
acquire a 10 percent stake in Liverpool FC while 41 per cent opposed the
alliance.
Granada has since closed the pounds 22 million deal and taken
responsibility for merchandising and licensing the club’s branded
products.
Jurors were more decisive on the subject of whether advertising to
children should be banned. Four per cent couldn’t make up their minds
while a surprisingly high 58 per cent said no.
Audience Selection carried out telephone interviews between 16 and 18
July with a cross-section of 1,000 adults.
TOP 20 ADS
RANK AD CAMPAIGN AGENCY POINTS
1 Tesco ’Dotty’ Lowe Howard-Spink 6.6
2 Whiskas Supermeat M&C Saatchi 6.5
3 Peugeot 206 GTi Euro RSCG Wnek Gosper 6.3
4 COI Action 2000 Abbott Mead Vickers BBDO 6.0
5= Robinson High Juice HHCL & Partners 5.9
5= Impulse Ogilvy & Mather 5.9
7= Rover R75 Ammirati Puris Lintas 5.8
7= BT IMS Abbott Mead Vickers BBDO 5.8
7= Daewoo Nubira Duckworth Finn Grubb Waters 5.8
10= Sainsbury’s Homebase Abbott Mead Vickers BBDO 5.6
10= Halifax Saver Reward Bates UK 5.6
10= Citroen Xsara Euro RSCG Wnek Gosper 5.6
10= Sainsbury’s M&C Saatchi 5.6
14= BT Cellnet Abbott Mead Vickers BBDO 5.5
14= Ford CVS Ogilvy & Mather 5.5
16= Lloyds TSB Saatchi & Saatchi 5.4
16= Orange WCRS 5.4
16= Midland Bank/HSBC St Luke’s 5.4
19 Ford Direct Ogilvy & Mather 5.3
20 MFI Spring Sale Publicis 4.5
Source: Audience Selection.
Tel: 0171-868 6688.
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