Close-Up: People’s Jury - Holiday spots dominate chart/Lifting the January blues, travel spots attract the ad watchers, Emma Hall says

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.

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

overall.



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

generations.



Those polled were less decided, however, when it came to our two

questions.



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

didn’t know.



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.



Leading questions

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



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