ADWATCH: The weekly analysis of advertisement recall

Q: Which of the following TV commercials do you remember seeing

recently?

     Prev   Account                 Agency/TV buyer                    %

    entry

1     (1)   B&Q                   Bates UK/Zenith Media               76

2=    (-)   National Lottery      WCRS/OMD UK                         74

            Thunderball

2=    (2)   TV Licensing          TBWA GGT Simons Palmer/New PHD      74

4     (3)   One 2 One             Bartle Bogle Hegarty/Starcom Motive 72

5=    (-)   McDonald’s            Leo Burnett/Starcom Motive          67

5=    (-)   NatWest               M&C Saatchi/Starcom Motive          67

7     (-)   Budweiser Light Beer  BMP DDB/OMD UK                      66

8     (-)   Barclaycard           BMP DDB/OMD UK                      65

9     (5)   Specsavers            In-house/CIA Medianetwork           62

10    (8)   Kellogg’s Special K   J Walter Thompson/MindShare         61

11    (6)   British Gas           EHS Realtime/Carat                  60

12    (7)   Kingsmill             Publicis/Optimedia                  59

13    (-)   Currys                M&C Saatchi/Walker Media            54

14    (-)   Dove Deodorant        Ogilvy/Initiative Media             52

15   (14)   Comet                 Saatchi & Saatchi/Zenith Media      51

16=   (-)   Always Ultra          D’Arcy Paris/Starcom Motive         48

            Sanitary Towels

16=   (-)   Fairy Washing         Grey Advertising/Starcom Motive     48

            Up Liquid

18    (-)   American Express      Ogilvy/Carat                        47

19    (-)   Hula Hoops            Publicis/Starcom Motive             44

20=   (-)   Somerfield            McCann-Erickson/Universal McCann    42

20=   (-)   Go Ahead Biscuit      Publicis/Starcom Motive             42

Adwatch research was conducted from 11 to 13 August by NOP Research

Group (020 7890 9948) as part of a weekly telephone omnibus survey among

more than 500 adults. Copies of the Adwatch data and analysis are

available from Victoria Blake at NOP.

Advertisements were selected by Xtreme Information (020 7871 8087) and

CIA Medianetwork (020 7633 9999).

This article was first published on Marketing