Successfully capitalising on the nation’s obsession with football,
Nescafe’s Ian Wright execution takes the top slot with an impressive 6.5
in this month’s survey.
The McCann-Erickson ad was popular with the over-55s, who gave it a
massive 7.1 points.
For the second month running Lowe Howard-Spink’s ’Derek the dodo’ work
for Tesco is a high scorer, taking in 6.2 points.
Proving that ads with animals are popular, Leo Burnett Turin’s Fiat
Punto commercial, which features people riding on animals, as well as in
cars around New York, has raked in a respectable 5.8.
That’s the same score as the long-running Felix campaign by BMP DDB,
which is popular across all age groups, particularly among women, who
give it a six out of ten.
People’s Jury is based on a survey of 1,000 adults who evaluate the 20
most shown ads. Ten is for advertising titans, while one means it’s
unworthy of airtime.
The bottomless pockets of the car manufacturers gives them a strong
Ammirati Puris Lintas’s swansong for the Rover 75 pulls in the highest
score in the sector with 5.9. Predictably, the ad is most popular among
The strange frisbee-throwing antics of a couple and their dog scored a
respectable 5.7. It remains to be seen, however, whether the option of
throwing a frisbee through the Renault Kangoo will actually sell the
The more friendly face of British Gas, presented by BMP with a series of
ads which focus on the humanity of the utility giant’s staff, has met
with a mixed reception. Men, 16- to 34-year-olds, and ABCs are less
impressed than women, over- 55s and C2DEs.
Now for our questions. Most people believe they are unaffected by
advertising when they choose their mobile phone package. Only 22 per
cent admit that the plethora of ads would influence the brand they go
for. The over-55s are the most hardened of the groups, with 87 per cent
saying the ads wouldn’t affect their decision. Let’s hope they
underestimate the subliminal effect of the stream of mobile phone
It is a subject respondents seem to feel strongly about with less than 1
per cent saying they were unable to answer the question.
Well, rugby may not be as popular as football, but 56 per cent of our
respondents still say that the Rugby World Cup makes good TV
Unsurprisingly, 65 per cent of men answered in the affirmative while
only 47 per cent of women agreed. The sport is most popular with the
over-55s, 63 per cent of whom said it makes good television.
Audience Selection carried out the interviews from 5 to 7 November with
a cross-section of 1,000 adults.
TOP 20 ADS
Rank Ad campaign Agency Points
1 Nescafe McCann-Erickson 6.5
2 Tesco ’Derek the dodo’ Lowe Howard-Spink 6.2
3= BT Project Dart Abbott Mead Vickers BBDO 5.9
3= Rover 75 Ammirati Puris Lintas 5.9
3= Renault Laguna Publicis 5.9
6= Felix BMP DDB 5.8
6= Fiat Punto Leo Burnett Turin 5.8
6= Duracell Ultra Abbott Mead Vickers BBDO 5.8
9 Renault Kangoo Publicis 5.7
10= British Gas BMP DDB 5.6
10= BT Second Lines Abbott Mead Vickers BBDO 5.6
10= Kentucky Fried Chicken Ogilvy & Mather 5.6
13= Sky St Luke’s 5.5
13= Sainbury’s Homebase Abbott Mead Vickers BBDO 5.5
15= Haze Foods McCann-Erickson 5.3
15= MFI Publicis 5.3
17= Burger King Ammirati Puris Lintas 5.2
17= Comet Nucleus Saatchi & Saatchi 5.2
19 Cheltenham & Gloucester Saatchi & Saatchi 4.9
20 Model Ship Magazine n/a 4.6
Source: Audience Selection Tel: 0171-608 3618.