Concord (London) Ltd’s proven ability to deliver exceptional value TV media buying was clearly demonstrated when our client Foxy Bingo was ranked Number 1 for the best-value TV advertising in Marketing Magazine’s 2010 Adwatch of the Year league table.
The annual rankings of the most-recalled TV advertisers are aggregated from the weekly Adwatch columns that appeared in Marketing throughout the year to show which brands and spots were most memorable. Foxy Bingo made the overall top 20 most recalled brands for the second year in a row, achieving 19th place in the overall recall rankings, which were topped by supermarket giants Tesco, Asda and Morrisons, closely followed by Argos and Sainsbury’s.
Number 1 for Value
However with the scores adjusted to take into account the size of advertisers’ media budgets Foxy Bingo jumped up to 1st place overall, outscoring every major TV advertiser. In fact Foxy Bingo’s overall media budget was the smallest among the top 20 advertisers – representing less than 0.25% of the total advertising spend amongst the top 20.
Marketing Magazine’s Gail Kemp commented:
“For the second year running, Foxy – on a minuscule budget but bolstered by the brand’s sponsorship of ITV’s Jeremy Kyle Show – emerged as the year’s best-value TV advertising. In tough economic times, is there a lesson there for marketers?”
The 2010 annual rankings were based on Adwatch research conducted between November 2009 to October 2010 by TNS as part of its twice-weekly OnLineBus omnibus survey among 1000 adults aged 16-64.
This table of highest recall across the year scores a brand’s total number of mentions across the year, ranked by a value-added point score. Every number-one Adwatch position during the year scored 20 points, a number-two position scored 19 and a number three 18, down to one point for a number-20 placing.
To find out how we can deliver great value media buying for your business please get in touch or give us a call on 020 7437 2333