News from Bennetts

Beware of the Billboard Beauties:
Bennetts reveal Girls Aloud are top distraction for bikers on the road

Having achieved a series of number one hits, best-selling albums and dozens of awards, Girls Aloud have been awarded with yet another accolade – they have been named the biggest distraction on the road in the last year by motorcyclists, according to
a survey by Bennetts, the UK’s number one for bike insurance*,

The results released today reveal over a third (35%) of UK bikers admitted taking their eyes off the road to catch a glimpse of the pop princesses in their recent advertising campaign.

The survey shows the girl band were the top distraction for a second year running, with their campaign for Kit Kat Senses proving as disorientating as the familiar Sunsilk shampoo ad in 2007, when they also topped the study. In second place was Eva Longoria with 31% for her Magnum ice-cream campaign and getting helmets turning in third was the face (and body) of Triumph Bra range, Louise Redknapp, with 13% of the vote. Despite having a baby girl last year, Myleene Klass continues to make her mark as she models for M&S in fourth position whilst rounding-up the top five is Eva Longoria once again, with her silky brown tresses in her L’Oreal shampoo ads causing a stir amongst 3% of the bikers surveyed.

Director at Bennetts, Paul Galligan, said of the findings; ‘It’s very interesting to see how easy it is for motorists to take their eyes off the road and judging by the results, using attractive females is a very effective way of advertising! We hope that by identifying that some billboards can lead to distraction, it will encourage bikers to save the staring for when they are at home.’

Most distracting billboard adverts

Girls Aloud for Kit Kat Senses - 35%
Eva Longoria for Magnum ice-cream - 31%
Louise Redknapp modeling for Triumph Bras - 13%
Myleene Klass in a yellow and white bikini for M&S - 10%
Eva Longoria modeling for L'Oreal shampoo - 3%

* Based on brand tracking research in April 2008