Download - Ad Survey December
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GM BTS
Assessing the reach of adverts and diagnosing the
performance of the adverts within proven re-callers
For: Mint
By: Synovate India
Date: December2011
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Research Objective
To assess the proven recall of adverts and also to diagnose performance on key rationa
and emotional parameters such as:
Brand Reach
Likeability
Credibility
Target Respondents
CWE and Housewives/ working women Age of 1840 years
SEC A & B
C&S Households
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Research Methodology
Face to face , door to door, interviews using Pen & Paper approach
Center Sample Size
Delhi 250
Mumbai 250
Bangalore 253
Total Sample size covered was 753
Centers & Sample Sizes
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Detailed Diagnostics
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Advertisement - Awareness & brand recall
Brand Awareness Brand Recall
Base (Panel A) 256
(%) (%)
Tata DoCoMo (356592) 55 91
Britannia Premium Bake Suji Rusk 58 89
Domino's 64 96
Nescafe 57 92
Moods 35 27
Nyle Hairfall Defence 39 54
Gelusil MPS (356169) 43 71
Cadburys Perk Glucose 67 92
Tanishq Diamond Jewellery (356564) 64 37
Mahindra Navistar 43 65
Neo Sports (354981) 48 0
Big Rock (356412) 33 64
Icici Bank 78 95
MTS 23 52
Vodafone National 82 96
Tata Docomo / SmartPick (355192) 57 92
P C Chandra Jewellers 34 81
MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you haveseen this advertisement - AWARENESS
MQ 1a Could you please tell me the brand related to this advertisement? BRAND RECALL
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MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you haveseen this advertisement - AWARENESS
MQ 1a Could you please tell me the brand related to this advertisement? BRAND RECALL
Advertisement - Awareness & brand recall
Brand Awareness Brand Recall
Base (Panel B) 255
(%) (%)
Sunfeast Dream Cream 60 46
Tata DoCoMo (356578) 40 82
Boost 73 88
Whisper Ultra / Clean 68 88
Vicks Action 500 Extra 47 52
Gelusil MPS (356164) 28 58
Tanishq Diamond Jewellery (355881) 44 0
Volkswagen Polo / Vento 60 58
www.goindigo.in / Indigo Air 47 73
Payback 18 74
Times of India / Chennai Edition 36 73
Neo Sports (354979) 38 0
Birla Sun Life Insurance 52 53
Muthoot Fincorp Easy Gold (355649) 48 58
UltraTech Cement 35 51
Tata Docomo (354605) 67 88
Godrej Yummiez Chicken Snack (355358) 16 0
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MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you haveseen this advertisement - AWARENESS
MQ 1a Could you please tell me the brand related to this advertisement? BRAND RECALL
Advertisement - Awareness & brand recall
Brand Awareness Brand Recall
Base (Panel C) 242
(%) (%)
Tata Docomo (354438) 55 87
Yummiez Corn Nuggets (355856) 24 48
Tata Tea 43 70
Gelusil MPS (356371) 41 60
Cadbury 5 Star 60 87
Tanishq Diamond Jewellery (355882) 18 0
Huggies 59 82Tata Nano 58 87
Nissan Micra 43 79
Neo Sports (355029) 26 0
Big Rock (356526) 26 72
Muthoot Fincorp Easy Gold (355641) 35 60
Idea 72 90
Sunfeast Dark Fantasy 35 81
Birla White Wall Care 33 86
Tata Docomo (354606) 48 85
Fortune Sunlite 43 27
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Brand (Panel A) Likeability (%) Enjoyed (%) Believe (%) Claimed (%)
Tata DoCoMo (356592) 52 50 39 25
Britannia Premium Bake Suji Rusk 58 59 54 54
Domino's 64 64 61 57
Nescafe 57 57 54 39
Moods 35 32 20 19
Nyle Hairfall Defence 39 39 35 33
Gelusil MPS (356169) 43 43 37 32
Cadburys Perk Glucose 66 66 66 63
Tanishq Diamond Jewellery (356564) 63 63 58 45
Mahindra Navistar 43 42 41 39
Neo Sports (354981) 50 50 49 50
Big Rock (356412) 33 33 32 23
Icici Bank 75 74 59 54
MTS 23 23 16 17
Vodafone National 82 82 79 79
Tata Docomo / SmartPick (355192) 50 50 41 31
P C Chandra Jewellers 33 32 27 30
Advertisement - Likeability Enjoyable - Believability - Claimed
MQ 2a Do you like this advertisement? - Likeability
MQ 2b Do you enjoy seeing this advertisement ? -Enjoyed
MQ 2c Do you believe this advertisement? - Believe
MQ 2d Is the claimed message in this advertisement believable? - Claimed
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MQ 2a Do you like this advertisement? - Likeability
MQ 2b Do you enjoy seeing this advertisement ? -Enjoyed
MQ 2c Do you believe this advertisement? - Believe
MQ 2d Is the claimed message in this advertisement believable? - Claimed
Advertisement - Likeability Enjoyable - Believability - Claimed
Brand (Panel B) Likeability (%) Enjoyed (%) Believe (%) Claimed (%)
Sunfeast Dream Cream 58 58 54 53
Tata DoCoMo (356578) 40 40 35 39
Boost 73 73 55 61
Whisper Ultra / Clean 67 67 60 60
Vicks Action 500 Extra 46 46 42 44
Gelusil MPS (356164) 27 27 26 25
Tanishq Diamond Jewellery (355881) 43 43 35 37
Volkswagen Polo / Vento 58 58 49 47
www.goindigo.in / Indigo Air 46 46 40 42
Payback 18 18 17 18
Times of India / Chennai Edition 35 35 33 33
Neo Sports (354979) 37 36 30 29
Birla Sun Life Insurance 51 51 46 44
Muthoot Fincorp Easy Gold (355649) 46 46 42 41
UltraTech Cement 34 34 23 32
Tata Docomo (354605) 66 66 60 59
Godrej Yummiez Chicken Snack (355358) 16 16 15 13
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MQ 2a Do you like this advertisement? - Likeability
MQ 2b Do you enjoy seeing this advertisement ? -Enjoyed
MQ 2c Do you believe this advertisement? - Believe
MQ 2d Is the claimed message in this advertisement believable? - Claimed
Advertisement - Likeability Enjoyable - Believability - Claimed
Brand (Panel C) Likeability (%) Enjoyed (%) Believe (%) Claimed (%)
Tata Docomo (354438) 53 53 52 52
Yummiez Corn Nuggets (355856) 23 23 20 21
Tata Tea 39 38 29 31
Gelusil MPS (356371) 41 40 38 37
Cadbury 5 Star 60 58 57 55
Tanishq Diamond Jewellery (355882) 19 18 16 18
Huggies 58 58 56 52
Tata Nano 58 56 52 45
Nissan Micra 42 41 37 37
Neo Sports (355029) 24 22 14 13
Big Rock (356526) 24 23 21 17
Muthoot Fincorp Easy Gold (355641) 34 33 33 33
Idea 70 69 59 54
Sunfeast Dark Fantasy 33 32 26 22
Birla White Wall Care 32 32 27 30
Tata Docomo (354606) 45 44 40 33
Fortune Sunlite 42 40 35 27
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Objective
-The advert should be able to break the clutter & reach my set of target group.
-They should be able to connect my brand within the target group.
Therefore the acid test used for short listing the top ads has been basis
-The consumer should recall seeing the advertisement - A
- Should be able to Recall the brand - B
-Basis the above we have created a Reach Index
-Proportion of (A x B)/100 Reach Index
Action Standard
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TopAds
Brand Awareness (%) (A)Brand Recall (%)
(B)Reach Index of the advert
((AxB)/100)
1 Vodafone National 82 96 79
2 Icici Bank 78 95 74
3 Idea 72 90 65
4 Boost 73 88 64
5 Cadburys Perk Glucose 67 92 62
6 Domino's 64 96 61
7 Whisper Ultra / Clean 68 88 60
8 Tata Docomo (354605) 67 88 59
9 Nescafe 57 92 52
10 Tata Docomo / SmartPick (355192) 57 92 52
11 Cadbury 5 Star 60 87 52
12 Britannia Premium Bake Suji Rusk 58 89 52
13 Tata Nano 58 87 50
14 Tata DoCoMo (356592) 55 91 50
15 Huggies 59 82 48
16 Tata Docomo (354438) 55 87 48
17 Tata Docomo (354606) 48 85 41
18 Volkswagen Polo / Vento 60 5835
19 www.goindigo.in / Indigo Air 47 73 34
20 Nissan Micra 43 79 34
21 Tata DoCoMo (356578) 40 82 33
22 Gelusil MPS (356169) 43 7131
23 Tata Tea 43 70 30
24 Birla White Wall Care 33 86 28
25 Sunfeast Dark Fantasy 35 81 28
26 Mahindra Navistar 43 65 28
Marketers Objective of Breaking the Clutter Reach Index
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Contd
TopAds
BrandAwareness (%)
(A)Brand Recall (%)
(B)Reach Index of the advert
((AxB)/100)
27 Muthoot Fincorp Easy Gold (355649) 48 58 28
28 Sunfeast Dream Cream 60 46 28
29 Birla Sun Life Insurance 52 53 2830 P C Chandra Jewellers 34 81 28
31 Times of India / Chennai Edition 36 73 26
32 Gelusil MPS (356371) 41 60 25
33 Vicks Action 500 Extra 47 52 24
34 Tanishq Diamond Jewellery (356564) 64 37 24
35 Big Rock (356412) 33 64 21
36 Nyle Hairfall Defence 39 54 21
37 Muthoot Fincorp Easy Gold (355641) 35 60 21
38 Big Rock (356526) 26 72 19
39 UltraTech Cement 35 51 18
40 Gelusil MPS (356164) 28 58 16
41 Payback 18 74 13
42 MTS 23 52 12
43 Fortune Sunlite 43 27 12
44 Yummiez Corn Nuggets (355856) 24 4812
45 Moods 35 27 9
46 Neo Sports (354981) 48 0 0
47 Tanishq Diamond Jewellery (355881) 44 0 0
48 Neo Sports (354979) 38 0 0
49 Neo Sports (355029) 26 00
50 Tanishq Diamond Jewellery (355882) 18 0 0
51 Godrej Yummiez Chicken Snack (355358) 16 0 0
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Softer Issues of the Adverts Advertisements of Vodafone, ICICI Bank, Boost, Cadbury Perk andWhisper Ultra are liked the most.
TopAds
BrandLikeability
(%)Enjoyed (%) Believe (%)
Claimed(%)
*Addiagnostics
1 Vodafone National 82 82 79 79 81
2 Icici Bank 75 74 59 54 66
3 Boost 73 73 55 61 664 Cadburys Perk Glucose 66 66 66 63 65
5 Whisper Ultra / Clean 67 67 60 60 64
6 Idea 70 69 59 54 63
7 Tata Docomo (354605) 66 66 60 59 63
8 Domino's 64 64 61 57 62
9 Cadbury 5 Star 60 58 57 55 58
10 Tanishq Diamond Jewellery (356564) 63 63 58 45 57
11 Britannia Premium Bake Suji Rusk 58 59 54 54 56
12 Huggies 58 58 56 52 56
13 Sunfeast Dream Cream 58 58 54 53 56
14 Volkswagen Polo / Vento 58 58 49 47 53
15 Tata Nano 58 56 52 45 53
16 Tata Docomo (354438) 53 53 52 52 53
17 Nescafe 57 57 54 39 52
18 Neo Sports (354981) 50 50 49 50 50
19 Birla Sun Life Insurance 51 51 46 44 48
20 Vicks Action 500 Extra 46 46 42 44 45
21 Muthoot Fincorp Easy Gold (355649) 46 46 42 41 44
22 www.goindigo.in / Indigo Air 46 46 40 42 44
23 Tata Docomo / SmartPick (355192) 50 50 41 31 43
24 Tata DoCoMo (356592) 52 50 39 25 42
25 Mahindra Navistar 43 42 41 39 41
Note: *signifies Average of Likeability, Enjoyment, Believe and Claimed
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Note: *signifies Average of Likeability, Enjoyment, Believe and Claimed
Contd
TopAds
BrandLikeability
(%)Enjoyed
(%)Believe
(%)Claimed
(%)*Ad
diagnostics
26 Tata Docomo (354606) 45 44 40 33 41
27 Tanishq Diamond Jewellery (355881) 43 43 35 37 40
28 Nissan Micra 42 41 37 37 3929 Gelusil MPS (356371) 41 40 38 37 39
30 Gelusil MPS (356169) 43 43 37 32 39
31 Tata DoCoMo (356578) 40 40 35 39 39
32 Nyle Hairfall Defence 39 39 35 33 37
33 Fortune Sunlite 42 40 35 27 36
34 Tata Tea 39 38 29 31 34
35 Times of India / Chennai Edition 35 35 33 33 34
36 Muthoot Fincorp Easy Gold (355641) 34 33 33 33 33
37 Neo Sports (354979) 37 36 30 29 33
38 UltraTech Cement 34 34 23 32 31
39 P C Chandra Jewellers 33 32 27 30 31
40 Big Rock (356412) 33 33 32 23 30
41 Birla White Wall Care 32 32 27 30 30
42 Sunfeast Dark Fantasy 33 32 26 22 28
43 Moods 35 32 20 19 27
44 Gelusil MPS (356164) 27 27 26 25 26
45 Yummiez Corn Nuggets (355856) 23 23 20 21 2246 Big Rock (356526) 24 23 21 17 21
47 MTS 23 23 16 17 20
48 Neo Sports (355029) 24 22 14 13 18
49 Payback 18 18 17 18 18
50 Tanishq Diamond Jewellery (355882) 19 18 16 18 18
51 Godrej Yummiez Chicken Snack (355358) 16 16 15 13 15
Th f th O ll R ti f th T d f ll
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Therefore the Overall Rating for the Top ads are as follows:
TopAds
BrandAwareness(
%) (A)Brand Recall
(%) (B)Reach Index of theadvert ((AxB)/100)
*Addiagnostics
1 Vodafone National 82 96 79 81
2 Icici Bank 78 95 74 66
3 Idea 72 90 65 63
4 Boost 73 88 64 66
5 Cadburys Perk Glucose 67 92 62 65
6 Domino's 64 96 61 62
7 Whisper Ultra / Clean 68 88 60 64
8 Tata Docomo (354605) 67 88 59 63
9 Nescafe 57 92 52 52
10 Tata Docomo / SmartPick (355192) 57 92 52 43
11 Cadbury 5 Star 60 87 52 58
12 Britannia Premium Bake Suji Rusk 58 89 52 56
13 Tata Nano 58 87 50 53
14 Tata DoCoMo (356592) 55 91 50 42
15 Huggies 59 82 48 56
16 Tata Docomo (354438) 55 87 48 53
17 Tata Docomo (354606) 48 85 41 41
18 Volkswagen Polo / Vento 60 58 35 53
19 www.goindigo.in / Indigo Air 47 73 34 44
20 Nissan Micra 43 79 34 39
21 Tata DoCoMo (356578) 40 82 33 39
22 Gelusil MPS (356169) 43 71 31 39
23 Tata Tea 43 7030 34
24 Birla White Wall Care 33 86 28 30
25 Sunfeast Dark Fantasy 35 81 28 28
Note: *signifies Average of Likeability, Enjoyment, Believe and Claimed
d
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Note: *signifies Average of Likeability, Enjoyment, Believe and Claimed
Contd
TopAds
BrandAwareness
(%) (A)Brand Recall
(%) (B)Reach Index of theadvert ((AxB)/100)
*Addiagnostics
26 Mahindra Navistar 43 65 28 41
27 Muthoot Fincorp Easy Gold (355649) 48 58 28 44
28 Sunfeast Dream Cream 60 46 28 56
29 Birla Sun Life Insurance 52 53 28 48
30 P C Chandra Jewellers 34 81 28 31
31 Times of India / Chennai Edition 36 73 26 34
32 Gelusil MPS (356371) 41 60 25 39
33 Vicks Action 500 Extra 47 52 24 45
34 Tanishq Diamond Jewellery (356564) 64 37 24 57
35 Big Rock (356412) 33 64 21 30
36 Nyle Hairfall Defence 39 54 21 37
37 Muthoot Fincorp Easy Gold (355641) 35 60 21 33
38 Big Rock (356526) 26 7219 21
39 UltraTech Cement 35 51 18 31
40 Gelusil MPS (356164) 28 58 16 26
41 Payback 18 74 13 18
42 MTS 23 52 12 20
43 Fortune Sunlite 43 27 12 36
44 Yummiez Corn Nuggets (355856) 24 48 12 22
45 Moods 35 27 9 27
46 Neo Sports (354981) 48 0 0 50
47 Tanishq Diamond Jewellery (355881) 44 0 0 40
48 Neo Sports (354979) 38 0 0 33
49 Neo Sports (355029) 26 0 0 18
50 Tanishq Diamond Jewellery (355882) 18 0 0 18
51 Godrej Yummiez Chicken Snack (355358) 16 0 0 15
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GM BTS
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Thank you.