Slideshow | The top television ads in September

The top ads are selected on the basis of their score on the ad reach index. This score is calculated by multiplying the awareness score and the brand recall score and dividing this by 100.
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    The survey polled 754 respondents in the higher income groups in the 18-40 age group in New Delhi, Mumbai and Bangalore.
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    The respondents have access to cable or satellite television, and belong to high-income groups. The scores were compiled on the basis of spontaneous recall, aided recall and likeability.
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    The ad diagnostics score is not used to rate the ads, but is provided to help advertisers understand how successful their ads have been in breaking through the clutter.
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    The ad diagnostics score is an average of an ad’s likeability, enjoyment, believability and claims score.
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