The list, which usually reflects the public's recall of ads from some of the UK's most desirable brands, appears to be morphing in to one containing some far less well-known names.
How can Cash Your Gold Now boast the fifth-most-recalled ad, ahead of Adwatch staples such as British Gas? I was so surprised that I double-checked. Yes, an ad for a company that offers to exchange your gold for money by post is being recalled by more than half the 1000 adults polled.
A year ago, Adwatch read very differently. Virgin Media was in that fifth place. Marks & Spencer, MasterCard, T-Mobile, Orange and Nestle all held prominent positions in the same week a year ago. This week's table has Asda, Morrisons and Sainsbury's in the top three slots. Beyond that, Cash Your Gold Now is joined by a rival; there are also three cleaning products and a male hair dye.
Supermarkets always feature prominently in Adwatch, but it is unusual for three of the biggest to dominate. Asda, Morrisons and Sainsbury's are locked in a battle, along with Tesco, for disloyal consumers, who are remembering super-market ads because they want to be reminded why they should shop there. Money is tight, so the idea of selling off unwanted jewellery for cash appeals, and research tells us that consumers are becoming more house-proud as they stay in more.
Although there are obvious reasons why some brands, such as credit-card companies, are not advertising so much, should we worry that our biggest brands are not creating memorable ads?
I think not. Adwatch is simply reflecting changing consumer needs, and reminding us that people will only be sold products that they need.