Liking an advertisement does not ensure brand recall. This month again, Mint’s survey of new advertisements reveals a wide gap between the brand recall scores and softer factors such as likeability and believability.
The Lifebuoy Liquid advertisement that topped the charts with a reach index of 86 ranked fifth in ad diagnostics with a score of 85.
Similar is the case with many other ads in this month’s survey. HDFC Standard Life pension plans scored the highest in ad diagnostics, but ranked eighth on the ad reach index. Though 98% of the survey’s respondents liked the advertisement, only 79% could recall that it was an HDFC pension plan ad.
Also interesting is the fact that as many as six ads inthe top 12 in brand recall are personality (mostly actors) driven. Whether it is Irrfan Khan talking about Vodafone’s prepaid scheme, Amitabh Bachchan promoting Dabur Chyawanprash, or Aamir Khan selling Titan watches, these advertisements made more of an impact on consumers.
Actor Kajol’s pairing with Mr Munch the crocodile, however did not work its magic the second time around for Alpenliebe’s Chocoduet. It secured ninth position—down from the No.1 slot, the animated crocodile had won in July for Alpenliebe milk chocolate candy.
The survey is conducted every month exclusively for Mint by Synovate India, a global market research agency, supported by TV Ad Index, an ad monitoring firm.
This month’s survey covered 750 respondents—250 each in New Delhi, Mumbai and Bangalore. The respondents, who were in the age group of 18-40 years, had access to cable or satellite television, and belonged to the high-income groups. The scores were compiled on spontaneous recall, aided recall and likeability, through telephone interviews.