BackTop television ads in March
An advertisement for the Sony television station took pole position in the top of the mind ad survey for March
Premium
An advertisement for the Sony television station took pole position in the top of the mind ad survey for March, followed by two brands of fruit drinks, Slice and Frooti mango. Commercials promoting the channel captured the fourth and ninth slots as well.
In February, the first two ranks in terms of the reach index, which measures awareness and brand recall among consumers, had been taken by advertisements aired by wireless operators Idea and Airtel, but they failed to make it to the top 10 list in the Mint-Ipsos-TVAdIndx survey for March.
The top Sony ad scored a perfect 100 on brand recall, compared with Idea’s 92 in February. The scores of the top three commercials in March in terms of the ad reach index were higher, at 75, 64 and 61, than the highest score of 60 points in the preceding month.
With the long Indian summer starting earnest, it is perhaps not surprising that commercials plugging cold drinks feature five times in the top 10. An advertisement for Lay’s potato crisps and another for mobile phone model Samsung Galaxy Grand occupied the fifth and eighth positions, respectively.
The Sony channel’s advertisement, however, was overtaken by soft drink brand Maaza in the ad diagnostics index, which measures the softer features of commercials such as likeability, enjoyability and believability. Even on this count, the scores of the top four were higher than February’s highest of 64 points. The No.1 on the diagnostics index scored 75 points.
The survey covered 754 respondents —250 each in Mumbai and Bangalore, and 254 in Delhi.
Unlock a world of Benefits! From insightful newsletters to real-time stock tracking, breaking news and a personalized newsfeed – it's all here, just a click away! Login Now!
