Two Vodafone Essar Ltd ads topped the ratings in May, but commercials for a clutch of consumer and personal care products weakened the domination of telecom service ads on the airwaves.
The top Vodafone ad (on Music Super Week) scored 90 points on a Mint-Synovate-TVAdIndx survey’s ad reach index, which measures awareness and brand recall among television viewers. It was followed by the second Vodafone ad (on the Internet Super Week) at 64 points. Both ads feature the popular Zoozoo characters promoting the telecom firm’s third-generation (3G) mobile service.
Ads for Active Wheel washing powder and Thums Up occupied the third and fifth spots, respectively. The Active Wheel ad features actor Salman Khan, while Thums Up is promoted by another actor, Akshay Kumar. Yet another actor, John Abraham, features in the Yamaha FZ motorcycle ad, ranked fourth.
Also See Top Television Ads in May (PDF)
Fair and Lovely, Big Babol, MTS, Johnson and Johnson and Hero Honda make up the second half of the top 10. The survey covered 755 respondents from high-income groups in New Delhi, Mumbai and Bangalore.
In April, eight of the top 10 ads had promoted the 3G services of various telecom firms; the top ad was Vodafone’s. Although May’s top score of 90 was an improvement on April’s top score of 84, overall, ads in May fared poorly compared with the previous month. Nine of the top 10 April ads scored above 60; in May, eight ads score 60 or less. The lowest is 42.
There is a similar trend on the ad diagnostics index which measures the softer features of ads, such as likeability, enjoyment, believability and claim. All the top 10 ads in May score under 90 on this index—they had all scored above 90 in April.
The two Vodafone ads top this index too in May. But no other telecom ad could break into the top 10. The rest of the list is largely made of the same brands as the ad reach index, albeit in a different order.
Ogilvy and Mather
The No. 1 ad shows a Zoozoo dressed like Superman playing music with the suspension cables of a suspension bridge. The ad promoted the Vodafone Music Super Week, which offered free music download from 15-20 May.