Ad Survey December

7/31/2019 Ad Survey December

1/18

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


2/18

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


3/18

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


4/18

Detailed Diagnostics


5/18

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


6/18





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


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


7/18





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


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


8/18

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


9/18






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


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


10/18






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


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


11/18

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


12/18

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


13/18

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


48 Neo Sports (354979) 38 0 0

49 Neo Sports (355029) 26 00


51 Godrej Yummiez Chicken Snack (355358) 16 0 0


14/18

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


15/18


Contd

TopAds

BrandLikeability

(%)Enjoyed

(%)Believe

(%)Claimed

(%)*Ad

diagnostics

26 Tata Docomo (354606) 45 44 40 33 41


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


51 Godrej Yummiez Chicken Snack (355358) 16 16 15 13 15

Th f th O ll R ti f th T d f ll


16/18

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


d


17/18


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


48 Neo Sports (354979) 38 0 0 33

49 Neo Sports (355029) 26 0 0 18


51 Godrej Yummiez Chicken Snack (355358) 16 0 0 15


18/18

GM BTS

Our curiosity is all yours.

Thank you.

Ad Survey December

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