Three car brands dominate the top positions on this month’s
People’s Jury table. The Peugeot 306 ad from Euro RSCG featuring Frank
Vincent, a star of Raging Bull, came in top with 6.4 points, closely
followed by Fiat with 6.2, while the Citroen Xsara ads featuring Claudia
Schiffer fell just below with 5.9.
Peugeot achieved scores of 6.0 and above right across the UK but got the
biggest thumbs-up in the North of England, the Midlands and with the
35- to 54-year-old age group. It also managed the best recall of the
three car brands among our jurors with 54 per cent. Fiat achieved 50 per
cent recall while Citroen’s stood at 41 per cent.
The Fiat ad, like the Peugeot spot, appealed to a broad range of jurors,
but proved more popular in the South of England, where it scored
Citroen’s latest advertising appealed to a younger demographic. Its
highest score came from the 16- to 34-year-olds, who gave it 6.1.
Each month Campaign asks the public to rate Britain’s 20 most watched
ads. They then award points on a sliding scale from ten (triumph) to one
The Double Velvet Toilet Tissue ad from Roose & Partners moved up the
table to fourth place, at 5.8, while Bates UK’s work for rival brand
Nouvelle Toilet Tissue, which features toilets singing along to Handel’s
Water Music, managed just 5.4.
JWT’s work for the Boots Advanced Photo System shared fifth place with
Ogilvy & Mather’s latest work for Kodak. Both scored 5.6, but Kodak
managed a higher recall rate of 29 per cent. Boots APS was just behind
at 23 per cent. Both ads achieved their highest marks in the 55-plus age
Several ads tied for the middle places. WCRS’s work for Lunn Poly, AMV’s
BT 1p a minute promotion, Euro RSCG’s work for Abbey National and
Barnett Williams’ Thomson Directories ads were all sitting on 5.5.
Publicis’s work for MFI went up one place to move off the bottom of the
table, but still only managed a 4.8. Recall, at 33 per cent, was more
At the bottom of the table this month was WCRS’s work for the Camelot
Superdraw, which managed just 4.7 and was liked least by jurors in the
South of England who gave it its worst score of 4.3.
Now to our questions. First we asked jurors whether BBC digital TV
subscribers should pay an extra pounds 24 on their licence fee. A
decisive 78 per cent said no, while 18 per cent said they should.
Of our jurors, 59 per cent watched the total eclipse on TV, while 41 per
cent made other arrangements or ignored it altogether.
Audience Selection carried out the interviews from 13 to 15 August with
a cross-section of 1,000 adults.
TOP 20 ADS
Rank Ad campaign Agency Points
1 Peugeot 306 Euro RSCG Wnek Gosper 6.4
2 Fiat Punto D’Arcy 6.2
3 Citroen Xsara Euro RSCG Wnek Gosper 5.9
4 Double Velvet Toilet Tissue Roose & Partners 5.8
5 Boots Advanced Photo System J. Walter Thompson 5.6
5= Kodak Ogilvy & Mather 5.6
7 Lunn Poly WCRS 5.5
7= BT 1p a minute Abbott Mead Vickers BBDO 5.5
7= Abbey National Euro RSCG Wnek Gosper 5.5
7= Thomson Directories Barnett Williams 5.5
11 Safeway Pizza Bates UK 5.4
11= McDonald’s Leo Burnett 5.4
11= Nouvelle Toilet Tissue Bates UK 5.4
14 Mr Kipling Mini Classic Grey 5.3
15 Dove Deodorant Ogilvy & Mather 5.2
15= Sainsbury’s Homebase Abbott Mead Vickers BBDO 5.2
15= One2One Bartle Bogle Hegarty 5.2
18 Meat & Livestock Commission BMP DDB 5.1
19 MFI Publicis 4.8
20 Camelot Superdraw WCRS 4.7
Source: Audience Selection
Tel: 0171-868 6688
Q1 Should BBC digital TV subscribers Yes No Don’t know
pay an extra pounds 24 on their 18% 78% 4%
Q2 Did you watch the eclipse on TV? Yes No Don’t know
59% 41% 0%