Could it be to do with his anatomically incorrect appendage, which generated several complaints when his ads appeared on various music TV channels?
It is clear that the 2x2 week medium weight bursts of radio activity across January and February were not entirely responsible for Jamster's exalted placing in the Radiowatch table.
A heavy ad presence on satellite music channels pre-Christmas and New Year generated high awareness, and the radio campaign has built on this. The activity focused on youth stations and shows tightly targeted to reach the 16-24 age group.
This is a great example of a fully integrated ad campaign where the connection between the TV, radio and poster activity is strong. The different media work together to reinforce the character, hence the message. The 'ding ding dididing' sound conjures up a image of the frog - surely one of the most annoying, but effective sonic logos ever.
Some great hype has gone hand-in-hand with the advertising. There are websites dedicated to Crazy Frog, with talk of releasing a dance mix of the ringtone as a single. On Radio Aid day in January, Chris Evans played Crazy Frog to Tony Blair during a discussion about mobile ringtones - an exchange that was then repeated in news bulletins across the day. Crazy Frog even made it onto Classic FM.
At a time when ringtones have overtaken sales of music singles, Jamster has been a phenomenal success. Crazy Frog alone has reportedly made it about £14m. Ringtones are now big business, worth an estimated £300m in the UK alone.
Love him or hate him, Crazy Frog is here to stay - at least, until the next ringtone icon emerges. By the way, have you heard Sweetie the chick?
This is the first Radiowatch since we switched from a telephone-based survey to an online questionnaire.
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