Argos has retained its stranglehold on the weekly ad recall chart, again dominated by big-budget pre-Christmas campaigns by grocery retailers such as Aldi, Asda and Sainsbury's.
Microsoft enters the chart at number seven with an ad for its Windows 8 operating system, while fragrance brand Paco Rabanne reached tenth spot with a raunchy ad showing a woman's clothing falling off every time a man clicks his fingers.
Brand: Argos
Agency/TV Buyer: CHI & Partners/Mindshare
Recall: 59%
Brand: Boots
Agency/TV Buyer: Mother London/OMD
Recall: 50%
Brand: Aldi
Agency/TV Buyer: McCann Manchester/UM Manchester
Recall: 50%
Brand: Littlewoods
Agency/TV Buyer: St Luke's/OMD
Recall: 46%
Brand: Asda
Agency/TV Buyer: VCCP/Carat
Recall: 44%
Brand: Currys/PC World
Agency/TV Buyer: M&C Saatchi/Walker Media
Recall: 42%
Brand: Microsoft Windows 8
Agency/TV Buyer: Crispin Porter & Bogusky/Universal McCann
Recall: 39%
Brand: Comparethemarket.com
Agency/TV Buyer: VCCP/ZenithOptimedia
Recall: 37%
Brand: Sainsbury's
Agency/TV Buyer: AMV BBDO/Mediacom
Recall: 37%
Brand: Paco Rabanne
Agency/TV Buyer: in-house/MPG Media Contacts
Recall: 31%
Adwatch research was conducted from 12 - 16 December 2013 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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