This month’s selection includes several new advertisers, and some low-budget campaigns, so overall recognition was lower than usual. Only one poster, British Gas’ promotion of its direct debit discount scheme, had been seen by seven out of ten people; the rest all registered less than 50 per cent.

Camelot’s Lottery Instant’s had the next highest recognition, remembered by 48 per cent, One-2-One’s “coverage” campaign and Nicorette’s advertisement for its “Inhalator” both scored 44 per cent.

World Choice, promoting the independent travel agents’ association, was recognised by 36 per cent and Fiat Marea by three out of ten of those surveyed. Only a quarter of the people interviewed remembered seeing The Times, American Airlines and DVQ posters. The Unijet campaign brought up the rear with 13 per cent.

For liking, these rank orders are strikingly different. Both the holiday campaigns performed very well, perhaps because the subject matter is attractive and popular. World Choice’s idyllic palm-fringed beach soared to the top of the chart, with 80 per cent approval, and Unijet’s happy families achieved 65 per cent. DVQ and British Gas tied for third place, liked by six out of ten people.

Fiat Marea was the only other advertisement to win approval from more than half the people interviewed, with 53 per cent; American Airlines, Lottery Instants, Nicorette and One-2-One scored about 50 per cent.

The Times was the least popular, with 43 per cent approval. This contrasts with the high popularity of its previous sports “X-ray” campaign, which achieved 66 per cent in December’s Posterwatch, the second most popular poster shown.

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