PEOPLE’S JURY: Whiskas claws its way ahead - Yet again, cuddly animals capture the interest of TV viewers, Jenny Watts says

If ever proof were needed that the British are a nation of dewy-eyed sentimentalists, the People’s Jury could happily oblige. After the Andrex puppies’ success last month, M&C Saatchi’s feline counterparts clawed their way to the top with the interactive Whiskas ad gaining a score of 6.0.

If ever proof were needed that the British are a nation of

dewy-eyed sentimentalists, the People’s Jury could happily oblige. After

the Andrex puppies’ success last month, M&C Saatchi’s feline

counterparts clawed their way to the top with the interactive Whiskas ad

gaining a score of 6.0.



Each month Campaign asks viewers to rate the 20 most-watched ads, giving

each a score ranging from 0 (did not like at all) to ten (liked very

much).



A reshuffling of car brands resulted in DMB&B’s Fiat Punto slipping down

not only in the table to ninth place, but also in the eyes of the female

viewers who, only one month previously, had ensured it a high

second.



Curiously, it seems that, without exception, all the car ads this month

appealed more to those in the North, perhaps indicating that traffic in

the South is diabolical enough to dull the appeal of driving.



The biggest surprise of this month was Abbott Mead Vickers BBDO’s Douwe

Egberts Caffinesse, the coffee from the cooler cabinet, which shot

straight up to second place from last month’s 17. The marked difference

between the sexes showed female viewers awarding it a 6.2, with men on a

less enthusiastic 5.2.



The notion that women are more health-conscious than men emerged clearly

in this month’s data.



Their vote propelled DMB&B’s St Ivel Shape yoghurt to fifth place with

5.8 - an energetic leap from last month’s 13 - and the trend was

repeated with Macleans Whitening toothpaste.



It seems the public was awaiting a stay-at-home Easter, as the

popularity of the MFI ad jumped 14 places to number five this month.

This interest seems to be selective, however, as the other furniture

retailer, DFS, is still to be found languishing at number 20.



Despite recent objections in the press to the idea of the BBC taking

advertising, the British public voted 59 per cent in favour, showing

they do not think such a move would compromise the corporation’s core

values. Resistance was strongest in the over-55s, while those in the

16- to 34-year-old bracket were 66 per cent in favour.



Film promoters will be disappointed to discover that their intense

plugging of Academy Award-winning status does not put bums on seats. In

fact, respondents across the board were unimpressed by the Oscars. A

mere 24 per cent said a gong would entice them to see a film, compared

with 76 per cent saying it would make no difference. Gwyneth Paltrow

take note.



Audience Selection carried out the telephone interviews between 26 and

28 March, selecting 1,000 adults from a representative cross-section of

the population.



TOP 20 ADS

1    Whiskas                         M&C Saatchi                6.0

2=   Douwe Egberts Caffinesse        Abbott Mead Vickers BBDO   5.9

2=   Andrex                          FCB                        5.9

2=   Toyota Avensis                  Saatchi & Saatchi          5.9

5=   St Ivel Shape yoghurt           DMB&B                      5.8

5=   Ford Cougar                     Young & Rubicam            5.8

5=   MFI                             Publicis                   5.8

8    Nivea Visage Q10                Mercier Gray               5.7

9    Fiat Punto                      DMB&B                      5.6

10=  BT Call Sign Teenager           Abbott Mead Vickers BBDO   5.5

10=  Citroen Xsara Coupe             Euro RSCG Wnek Gosper      5.5

12=  Abbey National                  Euro RSCG Wnek Gosper      5.4

12=  Vauxhall Corsa                  Lowe Howard-Spink          5.4

14=  Impulse                         Ogilvy & Mather            5.3

14=  Macleans Whitening toothpaste   Grey                       5.3

16   So Good health drink            Saatchi & Saatchi          5.2

17=  Mastercard                      Publicis                   4.9

17=  Heinz Mediterranean             Bates Dorland              4.9

17=  McDonald’s Easy Cheese          Leo Burnett                4.9

20   DFS                             Grey                       4.6

Source: Audience Selection

Tel: 0171-608 3618



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