CLOSE-UP: THE PEOPLE’S JURY; AMV resuscitates W. H. Smith

This month’s poll reveals sound results for familiar brands, John Owen writes

This month’s poll reveals sound results for familiar brands, John Owen

writes



Take a bow, Nicholas Lyndhurst and the W. H. Smith account team at

Abbott Mead Vickers BBDO. AMV’s first commercial for this notoriously

difficult client, fresh from its on-off-on-off relationship with Bartle

Bogle Hegarty, is a real crowd pleaser according to the findings of this

month’s People’s Jury poll. Not only that, but it’s also the only ad in

this month’s selection to encourage more than 50 per cent of those who

saw it to try the ‘product’.



The People’s Jury is a monthly Campaign survey designed to gauge public

response to 20 mainstream commercials, chosen at random. Jurors rate

each ad on a scale of one (least liked) to ten (most liked). We then

rank the ads by their mean score (above). The panel (right) illustrates

the top five ads ranked by the percentage of the jurors questioned who

declared a propensity to buy as a result of seeing the ad.



Lyndhurst, in his many guises, came top of both polls, largely thanks to

an overwhelming vote of confidence from female viewers: 29 per cent of

women jurors gave the W. H. Smith commercial full marks, compared with

only 8 per cent of men.



Equal first with an average score of 7.1 was J. Walter Thompson’s

Dairylea ad, which proves not only that children will do anything for a

Dairylea slice, but that popular advertising is not always dependent on

the sexiness of the brand. Only 10 per cent of our jurors actually gave

it top marks, but a whopping 49 per cent placed it eighth or higher.

Again, women scored it higher than men.



Littlewoods Pools, on the other hand, is a real lads ad, scoring 6.3

among the fellas but only 5.3 among the women. For such a major relaunch

campaign, the overall mark of less than 6 is disappointing for DMB&B.



Likewise, the epic Abbey National banking ad from Euro RSCG and the

‘luvvies in Holland Park’ Mastercard ad from Publicis do not score

fantastically highly. Mastercard proved particularly unpopular among

jurors in the South of England - perhaps those who know this area of

West London don’t regard it as a glamorous Eden to which they aspire

but, more cynically perhaps, as a haven for poncey advertising

executives who probably do have video security screens and order food on

delivery with their credit cards all the time.



At the bottom of the pile comes Emap’s first ads for More! through

Rainey Kelly Campbell Roalfe. Its low score is largely a result of poor

recall - not surprising, given that it chalked up only 27.2 TVRs,

virtually a tenth of the W. H. Smith commercial.



For the most part, the most popular commercials, W. H. Smith and

Dairylea, once again proved to be among the most effective at persuading

viewers to buy the product.



The enduring appeal of Tony the Tiger is underlined by Frosties’ 46 per

cent score and a stroppy Richard Wilson continues to wow the women for

Flora.



However, the power of launch advertising, even when the ad itself is not

well liked, is clear from the elevated position of Metz in the

propensity to buy table. Weird ad, weird drink, but strictly speaking,

still a job done well by the HHCL Brasserie.



Audience Selection carried out the telephone interviews between 30

August and 1 September, selecting 1,000 adults who represent a cross-

section of the population by age, class, sex and geography.



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Propensity to buy

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We asked the People’s Jury whether the advertising was more likely to

encourage them to buy or use the product

Ad                    % likely to buy

W.H. Smith                   56

Kellogg’s Frosties           46

Dairylea                     43

Metz                         36

Flora                        36

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Selected ads: 9 September 1996

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Rank  Ad campaign                     Agency                    Points

1=    W. H. Smith                     Abbott Mead Vickers BBDO    7.1

1=    Dairylea                        J. Walter Thompson          7.1

3     Kraft Philadelphia Handishakes  J. Walter Thompson          6.8

4=    Surf                            Ammirati Puris Lintas       6.3

4=    Spillers Winalot                Bates Dorland               6.3

6=    Dry Blackthorn Cider            Grey                        6.2

6=    Quavers                         BMP DDB                     6.2

8     Budweiser                       BMP DDB                     6.1

9=    Flora                           Ammirati Puris Lintas       6.0

9=    Schweppes Sunkist               Saatchi and Saatchi         6.0

9=    Kellogg’s Frosties              J. Walter Thompson          6.0

12=   Littlewoods Pools               DMB&B                       5.9

13    Autoglass Windscreen Repair     BMP DDB                     5.8

14    Mastercard                      Publicis                    5.7

15=   Abbey National Banking          Euro RSCG Wnek Gosper       5.6

15=   Nivea Visage                    TBWA                        5.6

17    Metz                            HHCL Brasserie              5.5

18    The Times                       Rainey Kelly                5.4

                                      Campbell Roalfe

19    Royal London Insurance          Foote Cone Belding          5.3

20    Emap More!                      Rainey Kelly                3.6

                                      Campbell Roalfe

Source: Audience Selection. Further information and copies of the full

results are available. Tel 0171-608 3618

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