The National Lottery took the country - and Adwatch - by storm in 1995.
With 35 appearances in the table, most of them in first place, it is by
far the leading brand in both Adwatch of the Year leagues - the highest
total recall during the year and the highest single awareness figure
recorded.
Table 1, measuring total recall levels, shows that the Lottery was
almost twice as memorable as its nearest rival, its own Lottery
Instants. The rest of the top five - McDonald’s, Coca-Cola and BT -
jockey for position, while maintaining a good lead on the second half of
the top ten.
The names which have topped the league all year inevitably crop up in
this special look at 1995 and some of the year’s biggest marketing
headlines are reflected in the table.
Coca-Cola’s controversial decision to invest in dozens of tightly-
targeted commercials has paid off handsomely. The brand hit the table
(generally in the top three) 21 times over the year with commercials
such as ‘Chicken’ and ‘King Kong’. Tango, which appeared five times, was
the only other soft drink which scored highly enough to figure in the
table.
In 1995, the supermarkets battled it out on both the high streets and
the TV-screens. Tesco, first out with its loyalty card, decreased its
above-the-line commitment, Safeway brought in Harry and the ABC-card,
while Sainsbury continued with its ‘recipe’ commercials. Meanwhile,
Iceland sported a new marketing team, appointed a new agency, WCRS, and
has hardly been out of the top ten since its campaign went on air.
Bob Hoskins might not have been adored by the advertising luvvies, but
he kept BT close to the top of Adwatch all year, coming fifth overall
and scoring the joint third highest individual recall figure: 85%. Gary
Lineker, with a little help from BMP, put Walkers Crisps into the table
while Head and Shoulders’ new signing, children’s TV-presenter Emma
Forbes, has maintained a consistent presence in the last quarter which
leaves the brand in ninth place overall. And although the ad industry
thought that Shane Ritchie, the new Daz spokesman, was creatively
challenged, he scored well with the public, leaving the brand in 18th
place over the year.
Most campaigns scored comparably in both tables, but there were some
exceptions which prove that an enormous budget is not absolutely
essential for memorable advertising.
Direct Line’s annual budget, for instance, is dwarfed by the big
spenders in table 1 but comes in at number 5 in table 2.
Walkers Crisps also moves up several places, while campaigns such as
BST.BDDP’s TV-Licensing which broke towards the end of the year (and so
only appeared four times) did not appear in the first table but
registered a high score in Table 2.
So which ad agencies made the year’s most memorable commercials? In its
first year as a Saatchi-free zone, Saatchi & Saatchi is a clear winner
in Table 1 with four appearances and joint top with BMP in Table 2, both
getting three mentions.
In Table 1, second place is shared by four agencies - Abbot Mead
Vickers,-BBDO, Leo Burnett, J Walter Thompson and D’Arcy Masius Benton &
Bowles - all of which get two mentions. BMP, however, which has just one
brand in Table 1, is joint top with Saatchi in Table 2 with three
appearances. Something to think about over the Christmas break, perhaps?
Rules of qualification
Brands are included in Adwatch if they have a new execution (appearing
for the first time four weeks prior to the survey across 75 per cent of
the ITV network) or if they have appeared in the previous week’s survey,
with over 65 per cent recall and have been advertising during the
previous four weeks.
------------------------------------------------------------------------
Table 1: Best recall over the year
------------------------------------------------------------------------
Account Agency/TV buyer Total percentages
over year
1 National Lottery Saatchi & Saatchi/Zenith 3040
2 National Lottery Instants Saatchi & Saatchi/Zenith 1694
3 McDonald’s Leo Burnett 1673
4 Coca-Cola Ad Store, CAA/McCann-Erickson 1489
5 BT AMV BBDO, BDDH, Saatchi & 1451
Saatchi/IDK
6 Tetley Tea DMB&B/Zenith 1047
7 Sainsbury AMV BBDO 953
8 Safeway Bates Dorland/Zenith 792
9 Head and Shoulders Saatchi & Saatchi/P&G Media 788
10 Kellogg’s Cornflakes J Walter Thompson 685
11 Andrex Toilet Tissue J Walter Thompson/Universal 546
12 Iceland WCRS/TMD Carat Manchester 540
13 Tesco Lowe Howard-Spink 488
14 Walkers Crisps BMP DDB Needham/The Media Centre 424
15 Direct Line Insurance TBWA/The Media Business 349
16 Burger King DMB&B/Zenith 342
17 Ford Cars Ogilvy & Mather 335
18 Daz Automatic Leo Burnett 316
19 Tango HHCL/BBJ Media 311
20 Pedigree Chum Grey Advertising/Zenith 296
This table reveals the most well remembered advertising over the whole
of the year. Every brand which appeared in Adwatch in 1995 was listed
and its recall percentages added together to find the figure which
appears in the right-hand column.
------------------------------------------------------------------------
------------------------------------------------------------------------
Table 2: Best recall in any single week
------------------------------------------------------------------------
Account Agency/TV buyer %
1 National Lottery Instants Saatchi & Saatchi/Zenith 93
2 Lottery Instants Saatchi & Saatchi/Zenith 87
3= BT AMV BBDO/Zenith 85
3= Coca-Cola CAA/McCann-Erickson 85
5 Direct Line Insurance TBWA/The Media Business 82
6= Kellogg’s Cornflakes J Walter Thompson 81
6= McDonald’s Leo Burnett 81
8= Safeway Bates Dorland/Zenith 80
8= Tetley Tea DMB&B/Zenith 80
8= Walkers Crisps BMP DDB Needham/The Media Centre 80
11 Andrex Toilet Tissue J Walter Thompson/Universal 79
12 Iceland WCRS/TMD Carat Manchester 77
13 TV Licensing BST.BDDP/PHD 76
14= Tesco Lowe Howard-Spink 75
14= Eurotunnel Le Shuttle BMP DDB Needham 75
16 Sainsbury’s AMV BBDO 74
17 Foster’s Lager BMP DDB Needham 73
18 Ford Cars Ogilvy & Mather 72
19 Tango HHCL/BBJ Media 69
20 Ariel Automatic Saatchi & Saatchi/P&G Media 68
This table reveals the brands with the highest recall in any single week
during 1995. It would be possible for a brand to have appeared only
once in Adwatch and top this league.
------------------------------------------------------------------------
.jpg)
.jpg)