The Mirror Group’s cable channel ad generated 14 stories as a result of
the running battle between the Advertising Standards Authority, which
ordered Young and Rubicam’s work to be pulled, and Kelvin MacKenzie,
Mirror TV’s managing director, who branded the ASA ruling ‘arcane’
(Campaign, 13 April).
The row - and Gascoigne’s subsequent substitution by the former England
rugby captain, Will Carling - captured even more national press interest
than M&C Saatchi’s much-debated poster for the Tories, which used the
strapline: ‘Yes it hurt. Yes it worked.’
But the quarterly survey, carried out by Propeller Marketing
Communications, also revealed a continued tabloid obsession with TBWA’s
Wonderbra campaign and its model, Eva Herzigova.
According to the Propeller survey, 172 campaigns generated 364 stories
over the past 12 months, with ten campaigns accounting for 29 per cent
of all coverage.
The Independent continues to take the most interest in advertising
stories with 66 during the last quarter, followed by the Guardian (38)
and the Sun (30).