Established Brands Score Best In Sonic Logo Research

Brands with established jingles are more likely to be recalled than those without an easily recognisable logo. This is the result of new research carried out by Capital Advertising into sonic logo recall.

Some 500 representative adults in areas covered by the Capital service were played a number of clips of sonic logos, including those for Hamlet, Direct Line, Asda and the Carphone Warehouse, and asked to name the brand. Commercial radio listeners were found to be much more literate in identifying jingles than those who listened to the BBC; 64 per cent of commercial listeners were able to identify the Hamlet logo while only 48 per cent of BBC listeners recalled the brand. The research also found that those who listen to FM channels are more ad literate than the average commercial listener.

Men between the ages of 15 and 34 in the ABC1 category are more likely to recognise a brand through its sonic logo than any other group profile. Men were overall more aware of sonic logos than women with only 27% of women recognising the Carphone Warehouse logo as opposed to 42% of men. When it came to supermarkets however the women in the group were better than or equal to the men. Those in groups ABC1 are also more aware than those from groups C2DE. Only 18% of the group C2DE were able to recall the sonic logo for Pentium as opposed to 18% of the higher social group.

Young people are also more likely to remember ads on the radio then those in older age groups. Out of the whole group 34 per cent of participants were able to recall the jingle to the Carphone Warehouse advert; of those in the 15-24 and 25-34 age groups however 53 per cent were able to recall it.

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