These 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.
Last Published: Fri, Feb 01 2013. 02 55 PM IST
The survey, conducted by Ipsos Research and supported by ad monitoring firm TVAdIndx, covered 750 respondents—250 each in New Delhi, Mumbai and Bangalore.
The respondents, in the age group of 18-40, 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.
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.
The ad diagnostics score is an average of an ad’s likeability, enjoyment, believability and claims score.