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Published on .

The first quarter usually witnesses wholesale turnover in best retained campaigns for three basic reasons: the old campaigns are phased out; new campaigns are launched (especially on the Super Bowl); and some advertisers (like perfumes and gifts) take their leave until the next holiday season.

So what happened in the first quarter of 1996? Surprisingly little, as only 13 newcomers took places between the Top 10 and the Next 40. The quarter's 26% changeover is almost anemic compared to the 40%-plus rate for most of the previous two years.

And here are the Next 40 for the first quarter of 1996 in alphabetical order; those in bold face were not in the Top 50 for the previous quarter:

AT&T, Ameritech, BMW, Burger King, Calvin Klein, Campbell's Soup, Charmin, Chevrolet, Church's, Coors, Diet Coke, Dom-inos, Doritos, Ener

gizer, Fed Ex, Folgers, Ford, Friskies, Hardee's, Honda, Jeep, Kmart, Kellogg's, Kibbles 'n Bits, Lay's, Levi's, Little Caesars, Michelin, Miller, Mountain Dew, Nike, Os

car Mayer, Pizza Hut, Sears, Sega, Sprint, Taco Bell, Tide, Welch's and Wendy's.M

Dave Vadehra is president of Video Storyboard Tests, New York.

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