Top of the Mind Ad Survey | Get it? Idea grabs the No. 1 slot

Top of the Mind Ad Survey | Get it? Idea grabs the No. 1 slot

Telecom operators dominated TV advertising in January, with ads for Idea Cellular Ltd and Vodafone Essar Ltd shrugging off competition from food and beverage companies and a mobile handset maker to lead the ad reach index, a measure of awareness and brand recall.

There were two Idea ads in the top 10, one of them scoring 88% on awareness and 95% on brand recall to lead the reach index with 84 points. The Idea ads feature Hindi film star Abhishek Bachchan.

Also See Mint—Synovate February 2011 Report (Powerpoint)

Top Television Ads in January (PDF)

Vodafone’s number portability ad came second with 77 points, and a higher brand recall percentage at 97%. Mosquito repellent All Out zapped its competitors to grab the No. 3 position by scoring 94% on brand recall and 75% on awareness.

Also Read Previous stories on ad surveys

The Mint-Synovate-TVAdIndx survey covered 756 respondents from high-income groups in New Delhi, Mumbai and Bangalore.

Overall, ads in January fared better than ads in December. All the January top 10 ads scored more than 50 points on the reach index, while three of the top 10 ads had scored below 50 in the preceding month.

But January’s top brand, Idea, trailed December topper Coca-Cola by one index point.

Idea and Vodafone also occupied the top two slots in January on the ad diagnostics index, which measures softer features such as likeability, enjoyment, believability and claim. With 84 and 72 index points, respectively, they were well ahead of the competition, which was largely made up of the same brands that feature in the ad reach index top 10.

Pepsi has two ads in the ad diagnostics index top 10, ranked seventh and 10th, respectively.

Overall, January ads scored better than December ads on this index too. Idea’s performance beat December topper Coca-Cola’s 80 points; January’s lowest score is 54 (Pepsi) compared with December’s 49 (Micromax).


Lowe Worldwide

This No. 1 ad from the “Get Idea" campaign features actor Abhishek Bachchan asking a woman in a library about her plans for 20 January. “No idea," she replies. “Get Idea," advises Bachchan before he leaves. A voice-over tells you that mobile number portability starts 20 January. The tag line: An Idea can change your life.

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