Top 11 brands advertised (by media) £k
Mar '00 - Feb '01 Total Press Radio Outdoor TV
10,822 1,812 7 543 8,461
Finish powerball detergent tablet 3,889 258 0 0 3,631
Fairy washing up liquid 3,789 126 7 28 3,628
Sun All-in-one dishwasher product 1,622 813 0 514 295
Finish detergent tablets 523 0 0 0 523
Persil tea tree & peppermint 513 513 0 0 0
Finish dishwasher cleaner 342 0 0 0 342
Persil washing up liquid 73 73 0 0 0
Sun dishwater tablets 45 2 0 0 42
Sainsbury Finish tablets 22 22 0 0 0
Persil antibacterial 2 2 0 0 0
Safeway Fairy range 2 2 0 0 0
Top advertisers £k
Mar '00 - Feb '01 Mar '99 - Feb '00
Total 10,822 12,345
Reckitt Benckiser 4,754 3,154
Procter & Gamble 3,789 8,351
Lever Bros 2,255 809
Sainsbury 22 32
Safeway 2 0
All washing up/ dishwasher advertising by media £k
Mar '00 - Feb '01 Mar '99 - Feb '00
Total 1,655 3,856
Press 1,100 1,364
Radio 7 47
Outdoor 43 173
TV 504 2,271
Top TV outlets Fairy Washing Up Liquid £k
Apr '00 - Mar '01
Total 2,417
ITV - Carlton 457
ITV - Meridian (all areas) 342
Astra - Sky One 340
ITV - Central 299
ITV - Anglia 213
ITV - Granada 196
ITV - HTV Wales & West 182
ITV - Yorkshire 157
ITV - Scotland 120
ITV - Ulster 111
Source for all tables and data: ACNielsen MMS
My favourite washing up/ dishwasher product ad: Fairy Liquid TV ad
Ben Johnson, European marketing controller, Schwan's
"I love the way this Fairy Liquid ad with a young boy unable to make his updated spaceship because longer lasting Fairy Liquid won't run out reawakens childhood memories of trying to make what the Blue Peter presenter had made the night before. Rather cleverly, the updated bottle design and the more concentrated product are fundamental to the storyline. This ad involves the watcher while selling to their needs. It makes you feel good about the brand and manages to include a hard product sell."
{{MARKETING - P&P }}
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