Ad­ver­tis­ing bar­ri­ers fall

Greater agree­ment be­tween races on like­able ads

Finweek English Edition - - Advertising & marketing - BY TONY KOEN­DER­MAN tonyk@fin­

EV­I­DENCE FROM Ad­track’s rank­ing of the best-liked TV com­mer­cials of 2006 sug­gests the ad­ver­tis­ing chasm be­tween races and lan­guage groups is dwin­dling away.

“It could be re­garded as a mile­stone that the ab­so­lute lik­ing dif­fer­ences be­tween the mar­kets are, for the first time, rel­a­tively small,” says Millward Brown MD Charles Fos­ter. “The scores have never be­fore been so in­te­grated, con­firm­ing that South Africans’ views on ad­ver­tis­ing are con­verg­ing. It could truly now be said that con­sumers’ sin­gle best-liked ad­vert in 2006 was the Yel­low Pages ‘Chain Re­ac­tion’ ad­vert.

“An­other grow­ing trend, in­dica­tive of the con­ver­gence of SA so­ci­ety, is the num­ber of ad­verts that fea­ture peo­ple of all races in an in­te­grated set­ting.”

Ad­track is a track­ing ser­vice owned by me­dia re­search com­pany Millward Brown SA.

The list for the more af­flu­ent end of the mar­ket is headed by Vo­da­com’s Leeu­loop com­mer­cial (cre­ated by FCB) and among lower LSMs by the Yel­low Pages ‘Chain Re­ac­tion’ ex­e­cu­tion, cre­ated by The Agency. Leeu­loop shows singer Rob­bie Wes­sels singing a sug­ges­tive but catchy Afrikaans song that’s be­come an an­them of rugby fans. In Chain Re­ac­tion, a chain of dis­as­ters is used to high­light the ser­vices avail­able in the Yel­low Pages.

The un­usual Leeu­loop com­mer­cial – pro­duced ex­clu­sively for the Afrikaans mar­ket – is the best liked of three Vo­da­com ad­verts that fea­ture in both the up­per and lower LSM mar­kets. Leeu­loop’s chart-top­ping sta­tus may in part be a func­tion of the con­tro­versy gen­er­ated by the ad­vert. “But in­ter­est­ingly, al­though there was a slight bias to­wards Afrikaans speak­ers, English home lan­guage speak­ers also liked the ad­vert at well above av­er­age lev­els.”

Other Vo­da­com ad­verts per­form­ing among the top 1% of ad­verts mea­sured in 2006 were “Mo’s girl­friend” and the latest “Ge­orge” cam­paign fea­tur­ing Ge­orge mix­ing his catch phrases. “The strong mu­sic theme for Vo­da­com came through in the lower LSM mar­kets with the “Dance King” ad fea­tur­ing the uni­ver­sally loved ‘Can’t touch this’ song by MC Ham­mer,” says Fos­ter.

FCB re­tains its lead­er­ship of the ad­ver­tis­ing like­abil­ity stakes. The group, SA’s big­gest, cre­ated seven of the 20 best-liked ads in the two con­sumer cat­e­gories.

Oth­ers among the in­creas­ing num­bers of ad­verts rated highly in both mar­kets were Coca-Cola’s “Vend­ing ma­chine” ex­e­cu­tion & Kim­ber­ley Clark’s Baby Soft Toi­let Tis­sue “Toy Pup­pies” ad­verts.

But there’s the usual quota of ad­verts with an­i­mals and ba­bies, says Fos­ter. “Th­ese of­ten seem to help ad­verts gen­er­ate high lik­ing scores in both mar­kets. The old stereo­types still work across the board.”

*Ad­track lik­ing scores are based on a rat­ing out of ten of all mea­sured ad­verts that achieved in ex­cess of nor­ma­tive not­ing lev­els. Last year al­most 2 000 ad­verts were mea­sured. Ad­track has mea­sured more than 30 000 TV ad­verts in 22 years.


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