The Conservative Party gained more editorial coverage in the national press for its election ad campaign than any other advertiser in the first quarter of 1997, according to the latest Ads That Make News survey by Propeller Marketing Communications.
From January to March 57 stories were written about the Tories’ ads, whilst Labour’s got 24, and the Liberals limped home with only two. Despite its switch to supporting Labour, the Sun ironically helped the Conservatives win this poll by giving more editorial to John Major’s ads than to Tony Blair’s.
British Telecom had the most national press stories for a non-political advertiser, coming second overall with 30 stories. These focused on the dispute over the use of Eastenders characters in ads and the appointment of Hugh Laurie as Bob Hoskins’ replacement. Pizza Hut came fourth overall with 11 stories, mainly about Pamela Anderson. Walkers Crisps’ Gary Lineker ads were placed fifth, generating 10 stories.
Martin Loat, managing director of Propeller, said, “The Tories are gaining a great deal of stories through high-profile, controversial ads such as the Crying Lion. But not all publicity is good publicity – many stories about the ads have criticised Conservative negative messages and changes of direction.”
National newspapers ran a total of 487 advertising stories in the first quarter of 1997, covering a total of 263 campaigns. The Guardian topped the poll as the paper most likely to write about ads with 80 stories. The Telegraph came second with 69 and The Independent came third with 57.
National newspapers – advertising stories (January – March 1997)
1 The Conservative Party – Election campaign (57) 2 British Telecom – Eastenders/ Hugh Laurie (30) 3 The Labour Party – Election campaign (24) 4 Pizza Hut – Pamela Anderson (11) 5 Walkers Crisps – Gary Lineker (10) 6 Guinness – Tory Jibe/ Black and White (9) 7 Nissan Almera – Professionals/ The Sweeney (8) 8 Nike – Olympics (7) 9 National Lottery – Winsday (6) 10 L’Oreal – Jennifer Anniston (5)
For more information, contact Martin Loat or Piers Newson-Smith at Propeller Marketing Communications on 0171 636 6300.
