Everyone who has anything to do with advertising admits that it works. No one knows how but it does. Brands spend billions of dollars (and, in India, thousands of crores) to connect with their consumers. A large portion of this money goes to television. In India, the medium reaches 112 million households across the country; last year, companies spent more than Rs6,600 crore on the medium.
Do all messages reach their audience ? Do consumers remember the ads ? Do they like them? Do they believe them?
To answer at least some of these questions, Mint presents the second edition of “Top Of The Mind”, a monthly survey that analyzes on-air advertisements on different parameters. Conducted by Synovate, a global market research agency, and supported by TV Ad Index, an advertisement monitoring firm, the survey was administered to 750 respondents in Delhi, Mumbai and Bangalore. All respondents were between 18 and 40 years of age, and came from high-income households that had access to cable and satellite television.
This survey usually appears in Campaign, Mint’s supplement on media, marketing, advertising and strategy. This week’s campaign is a luxury-special; the survey appears here to ensure our readers do not miss out on knowing about the best advertisements on TV in February.
Aided recall on three parameters
|Nokia N Series 99||97||93||96.3|
|Reliance Health 98||95||93||95.3|
|Wheel Lemon Fresh Bar 95||94||89||92.6|
|Parle Krackjack 96||94||87||92.3|
|LIC Bima Gold 94||94||86||91.3|
|Chevrolet Optra 98||96||72||88.6|
|Ford Fiesta Diesel Cars 98||94||73||88.3|
|Head and Shoulders 95||94||73||87.3|
|Lay’s American Style 94||89||70||84.3|
|Hero Honda Karizma 90||88||63||80.3|
|Hutch Mobile Service/Blackberry 90||85||63||79.3|
|Maggie mania Rice Noodles 89||82||66||79|