The Zoozoos continued to rule the airwaves in March, taking the top two slots on the Mint-Synovate-TVAdIndx survey’s ad reach index, a measure of awareness and brand recall among TV viewers.
Ads by mobile phone service providers highlighting the advantages of 3G services led the ratings chart in March, grabbing four of the top 10 slots on the reach index. Two of these ads are from Vodafone, and one each from Aircel Ltd (No. 3) and Idea Cellular Ltd (No. 10).
The survey covered 750 respondents from high-income groups in New Delhi, Mumbai and Bangalore.
Top Television Ads in March (PDF)
Vodafone Essar Ltd’s ads, which feature the popular Zoozoo characters, had grabbed five of the top 10 spots in the previous month, their highest score on the reach index being 79. This time, it’s two high-scoring ads on the index, with 92 and 87 points, and a massive 30-point lead over Aircel, which is at No. 3.
Overall, March ads saw a poor showing in comparison with previous months—eight of the top 10 ads scored between 57 and 37 points, while the lowest scores in January and February were 51 and 58, respectively.
Ogilvy and Mather : The No. 1 ad highlights Vodafone 3G’s Live TV service. The ad shows “superman” Zoozoo projecting a range of live television programmes for the entertainment of two other Zoozoos. A message on screen says: Try 3G at no extra cost. SMS ACT 3G to 111.
As temperatures soared with the onset of summer, other ads that featured in March’s top 10 list included soft drinks such as Parle’s Frooti and Coca-Cola, and Bajaj fans. Slice Mango drink’s commercial with actor Katrina Kaif failed to make it to the March list after grabbing the top rank in February with 80 points on the reach index.
Vodafone’s ad series also took the top three positions on the ad diagnostics index, which measures softer features such as likeability, believability and claim.
Almost the same set of ads featured in the top 10 in both indices. But the LG Neo Plasma air conditioner, a second Parle Frooti ad and a third Vodafone ad replaced the Sony MAX channel, Idea and Coke ads in the diagnostics index. The ads did much better here than on the reach index. Parle Frooti scored the lowest at 58.