Three television commercials for PepsiCo’s flagship soda pop were among the top five advertisements in the Mint-Ipsos-TVAdIndx survey for September. The soft drink unseated Procter & Gamble’s detergent brand Tide Plus+ from the top spot but scored just 61 in the ad reach index compared with 75 for the pole position in August.
Wireless service providers advertised heavily on TV for third-generation (3G) telecom services in September. An ad for 3G services offered by Anil Ambani-controlled Reliance Communications Ltd clinched the third spot, followed by Idea Cellular Ltd at fourth. Tata DoCoMo’s Photon Plus offering came in seventh.
Commercials for Colgate’s Strong Teeth toothpaste were placed sixth and Domino’s Pizzas were at the eighth position. Ads for Samsung’s Galaxy Y mobile phones and Maruti’s WagonR compact car brought up the rear on the ad reach index that measures awareness and brand recall among consumers.
Pepsi also grabbed the top two positions on the ad diagnostics index, which measures the softer features of advertisements such as likeability, enjoyability and believability, followed by Reliance and Colgate. Parle 20:20 biscuits featured twice on this index, at eighth and tenth positions.
September’s top commercials scored 76-52 on the diagnostics index, compared with 80-50 in the preceding month.
The survey polled 754 respondents in the higher income groups in the 18-40 age group in New Delhi, Mumbai and Bangalore.