If ever proof were needed that the British are a nation of
dewy-eyed sentimentalists, the People’s Jury could happily oblige. After
the Andrex puppies’ success last month, M&C Saatchi’s feline
counterparts clawed their way to the top with the interactive Whiskas ad
gaining a score of 6.0.
Each month Campaign asks viewers to rate the 20 most-watched ads, giving
each a score ranging from 0 (did not like at all) to ten (liked very
A reshuffling of car brands resulted in DMB&B’s Fiat Punto slipping down
not only in the table to ninth place, but also in the eyes of the female
viewers who, only one month previously, had ensured it a high
Curiously, it seems that, without exception, all the car ads this month
appealed more to those in the North, perhaps indicating that traffic in
the South is diabolical enough to dull the appeal of driving.
The biggest surprise of this month was Abbott Mead Vickers BBDO’s Douwe
Egberts Caffinesse, the coffee from the cooler cabinet, which shot
straight up to second place from last month’s 17. The marked difference
between the sexes showed female viewers awarding it a 6.2, with men on a
less enthusiastic 5.2.
The notion that women are more health-conscious than men emerged clearly
in this month’s data.
Their vote propelled DMB&B’s St Ivel Shape yoghurt to fifth place with
5.8 - an energetic leap from last month’s 13 - and the trend was
repeated with Macleans Whitening toothpaste.
It seems the public was awaiting a stay-at-home Easter, as the
popularity of the MFI ad jumped 14 places to number five this month.
This interest seems to be selective, however, as the other furniture
retailer, DFS, is still to be found languishing at number 20.
Despite recent objections in the press to the idea of the BBC taking
advertising, the British public voted 59 per cent in favour, showing
they do not think such a move would compromise the corporation’s core
values. Resistance was strongest in the over-55s, while those in the
16- to 34-year-old bracket were 66 per cent in favour.
Film promoters will be disappointed to discover that their intense
plugging of Academy Award-winning status does not put bums on seats. In
fact, respondents across the board were unimpressed by the Oscars. A
mere 24 per cent said a gong would entice them to see a film, compared
with 76 per cent saying it would make no difference. Gwyneth Paltrow
Audience Selection carried out the telephone interviews between 26 and
28 March, selecting 1,000 adults from a representative cross-section of
TOP 20 ADS
1 Whiskas M&C Saatchi 6.0
2= Douwe Egberts Caffinesse Abbott Mead Vickers BBDO 5.9
2= Andrex FCB 5.9
2= Toyota Avensis Saatchi & Saatchi 5.9
5= St Ivel Shape yoghurt DMB&B 5.8
5= Ford Cougar Young & Rubicam 5.8
5= MFI Publicis 5.8
8 Nivea Visage Q10 Mercier Gray 5.7
9 Fiat Punto DMB&B 5.6
10= BT Call Sign Teenager Abbott Mead Vickers BBDO 5.5
10= Citroen Xsara Coupe Euro RSCG Wnek Gosper 5.5
12= Abbey National Euro RSCG Wnek Gosper 5.4
12= Vauxhall Corsa Lowe Howard-Spink 5.4
14= Impulse Ogilvy & Mather 5.3
14= Macleans Whitening toothpaste Grey 5.3
16 So Good health drink Saatchi & Saatchi 5.2
17= Mastercard Publicis 4.9
17= Heinz Mediterranean Bates Dorland 4.9
17= McDonald’s Easy Cheese Leo Burnett 4.9
20 DFS Grey 4.6
Source: Audience Selection
Tel: 0171-608 3618