On a cold weekend in January, People’s Jury found much of the
nation preoccupied with dreams of foreign climes, making plans to escape
the great British weather. The fantasy was fuelled so successfully by
advertising that five out of the top ten ads in this week’s People’s
Jury were travel-related.
JMC, the holiday company launched by Thomas Cook last year, is already
popular with the public. Women over 35, in particular, have responded to
the service-oriented package holiday, awarding it a 6.1, although once
the more cynical men had been taken into account, the overall rating was
reduced slightly to 5.9.
Rivals Thomson, Thomas Cook and Lunn Poly were also popular, scoring
5.7, 5.6 and 5.4 respectively. But the highest travel-related rating of
the weekend went to British Airways’ special offers, which scored a
chartbusting 7.2 among the women polled and commanded a healthy 5.7
M&C Saatchi, which created the BA campaign, also met with approval for
its Rover work. Men aged between 35 and 54 gave it a 6.0 and overall the
spot scored 5.6.
At the bottom of the table, Readers Digest did not capture the public’s
imagination. The ad did particularly poorly among southerners, who gave
it a lowly 3.9. However, the lowest score was reserved for Bauer’s Enjoy
spot by Mustoe Merriman Herring Levy, which the over-55s rated just 2.3.
Despite this disdain, popularity among its target audience of 35- to
54-year-olds brought it up to 4.9.
The public is also tiring of BDH’s campaign for Tiny Computers and
Publicis’s MFI spot, both of which have been showing for some weeks.
Abbott Mead Vickers BBDO’s BT campaign, by contrast, continues to be
well-received. This week it earned 6.2, enough to drive it up to the
number one spot. The last People’s Jury voted it in at number three, but
with a substantially lower score of 5.4.
Since it was first launched last summer, the campaign has maintained a
top rating in all three age groups, proving that ET and his ’keep in
touch’ message have spanned the millennia as well as the
Those polled were less decided, however, when it came to our two
When asked whether the over-50s are represented fairly and accurately in
advertising, 44 per cent agreed, 48 per cent disagreed and 8 per cent
Undaunted by the media outcry of recent weeks, 39 per cent of our
respondents had no objections to Greg Dyke, the director-general of the
BBC, owning shares in Granada but 54 per cent did object.
The Taylor Nelson Sofres phonebus carried out the interviews from 21 to
23 January with a cross-section of 1,000 adults.
Should Greg Dyke, the BBC director-general, have been allowed to keep
his shares in Granada?
Yes No Don’t know
39% 54% 7%
Are the over-50s represented fairly and accurately in advertising?
Yes No Don’t know
44% 48% 8%
TOP 20 ADS
Rank Campaign Agency Points
1 BT Call Stimulation Abbott Mead Vickers BBDO 6.2
2 JMC TBWA GGT Simons Palmer 5.9
3 Peugeot 206 Euro RSCG Wnek Gosper 5.8
4= BA New Approach M&C Saatchi 5.7
4= Thomson Holidays HHCL & Partners 5.7
6= Thomas Cook TBWA GGT Simons Palmer 5.6
6= P&O Cruises Lowe Lintas 5.6
6= Rover 25 M&C Saatchi 5.6
9= Lunn Poly WCRS 5.4
9= Sainsbury’s Homebase Abbott Mead Vickers BBDO 5.4
11= One2One Bartle Bogle Hegarty 5.3
11= Blockbuster Video TBWA GGT Simons Palmer 5.3
11= Take-a-Break Mustoe Merriman Herring Levy 5.3
14 Argos Ogilvy & Mather 5.1
15= Camelot Rollover WCRS 5.0
15= Philips Philishave D’Arcy 5.0
17= Bauer Enjoy Mustoe Merriman Herring Levy 4.9
17= Tiny Computers BDH 4.9
19 MFI Publicis 4.7
20 Readers Digest Joshua 4.3
Source: Taylor Nelson Sofres Tel: 0171-868 6688