MEDIAWATCH: A weekly look at the ten most advertised brands, where they appeared and which agencies bought the campaigns

Audiences are expressed as TV ratings (TVRs), which is the size of an audience expressed as a percentage of the relevant population - here all adults (based on 30-second, ITV equivalent ads). Week ending September 21.

Audiences are expressed as TV ratings (TVRs), which is the size of

an audience expressed as a percentage of the relevant population - here

all adults (based on 30-second, ITV equivalent ads). Week ending

September 21.



      Brand/Agency                       Adult TVRs

1     Cable & Wireless                          341

            The Media Business

2     Homebase                                  311

            New PHD

3     Cellnet                                   286

            The Negotiation Centre

4     Boots Advantage Card                      278

            BMP Optimum

5     COI- Kill Your Speed                      215

            MediaVest

6     Vauxhall Vectra                           207

            Western International

7     Vauxhall Corsa                            198

            Western International

8     Prudential                                187

            New PHD

9     B&Q Key Season Price                      179

            Zenith Media

10    Cheltenham & Gloucester                   177

            Zenith Media



Not surprisingly, Cable & Wireless, telecommunications giant, is top of

the table this week with its heavyweight pounds 50m launch campaign.



The distinctive yellow campaign was created by Rapier Stead & Bowden,

with the media strategy planned by Michaelides & Bednash and bought

through The Media Business Group.



The TV campaign consists of short five-second bursts of two screen

idents followed by a 40-second brand building ad.



Unlike the press and poster ads, the TV ads were not designed to be

direct response. However, Rapier Stead & Bowden claims a high number of

viewers did respond to the telephone number on screen.