Committee publication · Correspondence · 25 March 2025
Correspondence from Ruth Jefferson, Chief Executive, Wessex Water, following the evidence session with Wessex Water on 12 March, dated 14 March 2025
From: Environment, Food and Rural Affairs Committee
Inquiry: Reforming the water sector
Summary
Ruth Jefferson, Chief Executive of Wessex Water, responds to the committee's evidence session of 12 March, providing detailed costs for a 2023–24 storm overflow awareness campaign and defending its value. The advert cost £250,000 to produce and broadcast, was supported by independent market research showing 50%+ viewer interest in water butts, and was withdrawn following an Advertising Standards Agency complaint. Jefferson emphasises the campaign's educational purpose and Wessex Water's commitment to catchment-based solutions.
Key findings
- Storm overflow awareness TV campaign cost £250,000 for production, broadcast, and evaluation across Autumn 2023 and Spring 2024.
- Independent market research of 550 viewers found the advert was largely positive, with over 80% of customers supporting company advertising and more than half considering water butt installation.
- Wessex Water was spending £3 million monthly on overflow improvements when the campaign aired.
- The Advertising Standards Agency investigation was triggered by a single complaint; the advert was not rebroadcast after investigation findings.
- Jefferson confirms Wessex Water's interest in catchment-based regulatory approaches referenced in the Cunliffe Commission's Call for Evidence.
Tone
ProceduralTopics
Key actors
Ruth Jefferson, Alistair Carmichael, Helena Dollimore, Wessex Water, Advertising Standards Agency, Cunliffe Commission
Notable line
“The cost of production and broadcast of the advert, plus associated evaluation activities, came to around £250,000.”
Key Quotes
“The cost of production and broadcast of the advert, plus associated evaluation activities, came to around £250,000.”
“At that point in time, we were spending £3m each month improving overflows.”
“More than half of those who had watched the advert said that they would consider installing a water butt on their property, and more than 80% of our customers say that it is important that we communicate our work through advertising.”
“We have a range of communication channels that we use to engage with our customers, and although TV advertising is more expensive than most, our view is that in certain circumstances it is the best means to reach more customers across the region we serve.”
Source · parliament.uk record ↗