In the battle of the price comparison websites, Comparethemarket.com's TV ad featuring a new baby meerkat was by far the most-recalled ad of the week, with a highly impressive recall rate of 72%.
It defeated rival Gocompare.com into second place, with Confused.com in sixth spot. Elsewhere, Thomas Cook's latest ad starring actor James Nesbitt was the third most-recalled campaign, while Oxfam also snuck into the top 10.
Brand: Comparethemarket.com
Agency/TV Buyer: VCCP/ZenithOptimedia
Recall: 72%
Brand: Gocompare.com
Agency/TV Buyer: Fold7/Carat
Recall: 51%
Brand: Thomas Cook
Agency/TV Buyer: Publicis London/Carat
Recall: 46%
Brand: Dyson Ball
Agency/TV Buyer: in-house/Mindshare
Recall: 45%
Brand: Aviva
Agency/TV Buyer: Abbott Mead Vickers BBDO/ZenithOptimedia
Recall: 39%
Brand: Confused.com
Agency/TV Buyer: Publicis/PHD
Recall: 38%
Brand: SCS
Agency/TV Buyer: Martin Tait Redheads/Martin Tait Redheads
Recall: 38%
Brand: DFS
Agency/TV Buyer: Krow/MediaCom
Recall: 36%
Brand: Now TV
Agency/TV Buyer: WCRS/MediaCom
Recall: 31%
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Brand: Oxfam
Agency/TV Buyer: RKCR/Y&R/ZenithOptimedia
Recall: 31%
Adwatch research was conducted from 16 - 20 January 2014 by TNS as part of its twice-weekly OnLineBus omnibus among 1000 adults aged 16-64. For details of the survey, contact Anita.Emery@tnsglobal.com (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).
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