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
Brand/Agency Adult TVRs
1 Cable & Wireless 341
The Media Business
2 Homebase 311
3 Cellnet 286
The Negotiation Centre
4 Boots Advantage Card 278
5 COI- Kill Your Speed 215
6 Vauxhall Vectra 207
7 Vauxhall Corsa 198
8 Prudential 187
9 B&Q Key Season Price 179
10 Cheltenham & Gloucester 177
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.