CLOSE-UP: PEOPLE’S JURY - Euro ad puts Peugeot in front/Three car brands vied for top spot in our league this month, Jade Garrett writes

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.

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

6.2.



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

(turkey).



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

group.



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

respectable.



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

Leading questions

Q1  Should BBC digital TV subscribers     Yes      No     Don’t know

    pay an extra pounds 24 on their       18%     78%             4%

    licence fee?

Q2  Did you watch the eclipse on TV?      Yes      No     Don’t know

                                          59%     41%             0%



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