Women have shown themselves to be a soft touch in this month’s
The revival of the Abbott Mead Vickers BBDO award-winning Yellow Pages
’cleaner’ ad starts the trend by scoring a whopping 6.8, with women
showing a particular soft spot for the hapless hero by awarding it
Women continue to be dewy-eyed over the high-spirited antics of J.Walter
Thompson’s Andrex puppies, which are out again on patrol to draw
attention to the free beanie offer. Female voters awarded the frisky
antics a massive 7.4, contributing to an overall score of 6.8.
And it is not just the puppies feeling sprightly. The nation continues
to applaud the jaunty antics of the mischievous Olivio grandpas. Bartle
Bogle Hegarty’s spot again proves popular with females, who give it
People’s Jury is based on a survey of 1,000 adults who rate the ads with
a score ranging from one (turkey) to ten (treat).
The latest chapter in Gold Blend’s advertising is a hit with females,
who rate McCann-Erickson’s spot 6.8.
The men seem to have their minds on other matters, however. Ogilvy &
Mather’s Physio Sport ad proves a hit with the boys, who award the Jamie
Baulch-fronted spot a racy 6.6. It will take more than a male athlete to
draw women away from their couches though, they award the ad 5.8.
There’s bumper to bumper action from the two car ads this month, with
the Swindon-based Honda Accord spot from CDP pulling away on 6.1.
The rival Renault Scenic is looking to overtake but is unpoular with the
over-55s. They appear least likely to appreciate the Julie Andrews
spoof, awarding it a barely audible 5.5.
The older generation did, however, warm to D’Arcy’s ’Boris’ ad for
They awarded the reminiscences 6.6.
Languishing at the bottom of the table are the two Euro RSCG Wnek Gosper
Central Office of Information entries this month, with the Home Office
fire safety spot proving less than a success, scoring only 4.2
Now on to our two questions. The nation has indicated that Argos should
be accountable for its internet blunder last week. Sixty per cent of
those interviewed believe Argos should honour the pounds 2.99 price it
quoted on the net for a television.
And Channel 5 has shown it is making headway in the ratings war; 40 per
cent say they watch regularly, a figure perhaps higher than
Audience Selection carried out the interviews from 10 to 12 September
with a cross-section of 1,000 adults.
TOP 20 ADS
Rank Ad campaign Agency Points
1 BT Yellow Pages Abbott Mead Vickers BBDO 6.8
1= Andrex J.Walter Thompson 6.8
3 Olivio Bartle Bogle Hegarty 6.5
3= Nescafe Gold Blend McCann-Erickson 6.5
5 Physio Sport Ogilvy & Mather 6.2
6 Honda Accord CDP 6.1
7 Renault Scenic Publicis 6.0
8 Hovis DMB&B 5.9
8= B&Q Bates UK 5.9
10 Sainsbury’s M&C Saatchi 5.7
11 Lunn Poly WCRS 5.6
11= AA Membership HHCL & Partners 5.6
11= Powergen Saatchi & Saatchi 5.6
11= Sanatogen WCRS 5.6
15 McDonald’s Leo Burnett 5.5
16 Sainsbury’s Homebase Abbott Mead Vickers BBDO 5.4
17 Comet Saatchi & Saatchi 5.1
18 COI Inland Revenue Euro RSCG Wnek Gosper 4.9
19 Finish Innovation Roose & Partners 4.7
20 COI Fire Safety Euro RSCG Wnek Gosper 4.2
Source: Audience Selection Tel: 0171-868 6688
Q1 Should Argos sell televisons for pounds Yes No Don’t know
2.99 - the price it mistakenly offered on 60% 36% 4%
Q2 Do you regularly watch Channel 5 Yes No Don’t know
40% 60% 0%