The CRUK adverts were first broadcast in December last year on television, in cinemas and online. They took the notion of research as the enemy of cancer and showed how it improves the chances of surviving the disease. The charity's 'buzz' score, which tracks whether people have heard something positive or negative about it, rose steadily from 15.7 in late December, when the adverts were first broadcast, to 22.7 at the end of January. It maintained a level close to this score throughout February.