CLOSE-UP: PEOPLE’S JURY - Wright nets Nescafe top prize. McCann’s ad pips Tesco to head this month’s league, Francesca Newland writes

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.

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

presence.



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 over-55s.



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

car.



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

messages.



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

viewing.



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.