Years ago a major car maker did some research into the effectiveness of television advertising, mainly trying to make some connection between the huge rates charged by some TV companies for prime time advertising and Regional sales in the UK.
Guess what. There was none. Fleet buyers & lease companies were not influenced by TV advertising, Regional or otherwise. The "user choosers" for company cars have their own agendas anyway. Further research showed that in the more affluent areas (with the higher advertising rates) private buyers were not influenced into buying a volume car by TV advertising. It was such a complete waste of money they pulled all TV adverts other than for new model launches and concentrated their efforts elsewhere.
Clearly some people still have a lot to learn. I still do not know the make of car the "Happy Days" advert is actually for. Only seen it twice but so screaming annoying, crass and badly done I just blanked the entire thing.
Anyway, here is Campaign (advertising industry mag.) view for 2006:
Here is Campaign magazine's Ten Biggest Turkey adverts:
1. Camelot
2. Diet Coke
3. Mitsubishi
4. Ford Focus
5. Nobby's Nuts
6. Burger King
7. Quick Step flooring
8. Mazda
9. Specsavers
10. Weetabix
Campaign magazine's Ten Best TV ads:
1. Sony, Balls
2. Sure, Stunt City
3. Volkswagen Golf GTi, Singin' in the Rain
4. Stella Artois, ice-skating priests
5. Department for Transport Teen Road Safety
6. Guinness, "noitulove''
7. Marks & Spencer, Mr Blue Sky
8. Orange, Dance
9. 3, Dirty Music
10. British Heart Foundation, Under My Skin