Advertisements for third-generation (3G) mobile phone services dominated the airwaves in April, taking eight of the top 10 slots on the Mint-Synovate-TVAdIndx survey’s ad reach index, which measures awareness and brand recall among television viewers.
A Vodafone Essar Ltd commercial topped the chart, while ads for Tata Teleservices Ltd’s Tata DoCoMo and Idea Cellular Ltd had three (third, sixth and eighth) and four entrants (fourth, fifth, seventh and ninth), respectively, in the Top 10.
Also See Top Television Ads in April (PDF)
The survey covered 752 respondents from high-income groups in New Delhi, Mumbai and Bangalore.
The Vodafone ad, featuring the popular Zoozoos, scored 86% on awareness and 98% on brand recall for an index score of 84.
Cadbury Dairy Milk and Maggi Nutri-licious Pazzta were the only non-telecom brands on the list, placed second and 10th, respectively.
Overall, the ads were rated much better than in the previous month, with nine of the 10 ads scoring more than 60. In March, half the ads in the Top 10 list scored in the 40s in the ad reach index. The lowest score was even less, at 37.
The Vodafone ad was pushed to the ninth spot on April’s ad diagnostics index, which measures softer features such as likeability, enjoyment, believability and claim. Idea topped the index with 97 points, while two Tata DoCoMo ads were placed at sixth and seventh positions, respectively.
Telecom ads don’t dominate the diagnostics index. Commercials for Volkswagen’s Passat car occupy the second and fourth positions, while one for Axis Bank’s travel card is ranked third. BlackBerry smartphones, HDFC Life and KFC Burgers also make it to the list, the latter ranked 10th with 94 points.
The top ads in April scored much higher on the diagnostics index than the ratings in March. All 10 scored in the 90s; in March, scores ranged from 58 to 87.
Ogilvy and Mather
In April’s No. 1 ad, Zoozoos are surprised to find letters being delivered to them wherever they happen to be—in a park, in a restaurant, in bed. The letters fly faster than a plane, thanks to the 3G “superman” Zoozoo. Tag line: Email Super Week. Yahoo ! Mail, Gmail free till 6th May.