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Top of the Mind Ad Survey | Telecom commercials score on brand recall

Top of the Mind Ad Survey | Telecom commercials score on brand recall
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First Published: Mon, Nov 07 2011. 10 15 PM IST

Updated: Mon, Nov 07 2011. 10 15 PM IST
Tata Docomo commercials led the way as telecom operators returned to rule the airwaves in September. Mobile phone services took five of the top 10 slots, while ads for consumer goods and cricket occupied the remaining positions in the Mint-Synovate-TVAdIndx survey.
There were three Tata Docomo ads in the top 10, including the top-ranked ad with 72 points on the ad reach index—a measure of awareness and brand recall of television commercials among viewers. This was also the only ad to record 100% brand recall. Two other Tata Docomo ads, ranked fourth and sixth, along with ads for Reliance Mobile (seventh) and Airtel (ninth), completed the telecom set for the month.
Consumer products also did well, with ads for Bisleri bottled water (second), Parker pens (third), Dove face wash (fifth) and Kellogg’s Almond Corn Flakes (eighth) featuring in the top 10. A commercial for the Nokia Champions League Twenty20 cricket tournament took the final slot. The survey polled 750 respondents from high-income groups in New Delhi, Mumbai and Bangalore.
Also See | Ad Survey (PDF)
September ads performed within a smaller range compared with August, when the top 10 comprised more diverse products and services. September’s top 10 ads scored 72-58 points on the reach index, while the August set scored 80-54 points.
Consumer products dominated September’s ad diagnostics index, which measures the softer features of ads, such as likeability, enjoyment, believability and claim. Bisleri led the pack with a score of 83 points as consumer product ads took four of the top 5 slots in this list. Telecom ads also performed well on the ad diagnostics index, with three Tata Docomo ads and an Airtel one featuring in the top 10.
September’s top 10 ads, scoring 83-66 points on this index, performed better than the August set of ads, which scored 80-62 points.
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Tata Docomo
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The No. 1 ad shows a middle-aged man doing the dandiya with five young women. When the signature Tata Docomo tune starts playing alongside the traditional drums, he ignores it for a while. When the tune refuses to die down, he answers his phone. He is in fact in his stuffy office, in the middle of a workday. Irritated at having had his daydream interrupted, he summarily tells the caller he’s busy and hangs up. But his reverie has been broken. Tag line: “No getting away. The network that always connects. Everywhere”.
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First Published: Mon, Nov 07 2011. 10 15 PM IST