AdWatch

Adwatch, which runs in Marketing each week and, now, on its website, is the UK's leading monitor of the memorability of TV advertising. Established more than 20 years ago, Adwatch research is carried out in partnership with TNS, Xtreme Information and Mediedge:cia UK. To avoid simply registering 'morning-after' recall, the survey takes place a month after the ads break. Xtreme Information draws up a list of all commercials that first aired in a particular week. Mediaedge:cia works out the TV ratings of all the commercials on the list. Any that have had enough exposure (usually about 40 spots a week) are then sent to TNS and researched online among 1,000 16- to 64-year-olds in Great Britain, who read a brief description of each ad before confirming whether or not they have seen it. Marketing collates this information and publishes the top 20 table of the ads with the highest recall.

Contact details: TNS: sue.homeyard@tns-global.com. Xtreme Information (020 7575 1800) and Mediaedge:cia (020 7803 2000).