Mobile phone services and handsets led the ratings chart for TV commercials in November, grabbing four of the top 10 slots on the ad reach index, a measure of awareness and brand recall.
An advertisement for Bharti Airtel Ltd’s third generation (3G) mobile phone service takes the top position on the ad reach index, with 83% awareness and 92% brand recall adding up to a score of 76 on the ad reach index. It is well ahead of Kotak Mahindra Bank Ltd’s second-ranked ad, which scored 55. Kotak Mahindra Bank has two more ads in the top 10, ranked sixth and eighth.
Also See Top Television Ads in November (PDF)
Idea Cellular Ltd and Maxx Mobiles Communications Ltd are the other cellphone-related firms with ads in the top 10. Idea takes the third slot, while Maxx Mobiles has two ads, at fifth and seventh spots.
Also Read Previous stories on ad surveys
The Mint-Synovate-TVAdIndx survey covered 773 respondents from high-income groups in New Delhi, Mumbai and Bangalore.
The performance of the top ads on the ad reach index in November is well below the previous month. Nine of the 10 commercials in October scored 60 or above, and three of these scored in the 80s. In November, all except the top-ranked Airtel commercial scored below 60, and even the Airtel ad did not breach 80. Also, while two ads in October scored 100% brand recall, no ad touched that mark in November.
Interestingly, the November ads fared better than the October ads on ad diagnostics, an index measuring softer features such as likeability, enjoyment, believability and claim. The Airtel 3G ad topped this index too with a score of 74, well above the 65 scored by October’s top ad for Frooti Mango.
Maxx Mobiles has three ads on this index, ranked second, sixth and seventh, while Kotak Mahindra Bank has only one—ranked ninth. Ads for BoroPlus skin cream and Ujala Supreme fabric whitener, which don’t feature in the top 10 on the ad reach index, occupied third and fourth positions, respectively, on the ad diagnostics index.
The new logo seems to have done the trick for Airtel, which occupies the top slot. In its new 3G ad, a young couple bid goodbye to each other, but keep meeting at different places—conveying the idea that with Airtel, you will never have to bid goodbye to the ones you love.