ad boxoffice snapshot

8/14/2019 Ad BoxOffice Snapshot

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India AdTrack

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India AdTrack

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The 10 mostEffective Adsof the Month

Total effectiveness of thead in connecting thebrand with theconsumers

Brand AdAd Connect

Quotient (adCQ) Relative Index

Airtel 59.7 100

Nokia 45.5 76

Surf Excel 23.7 40

Hutch 22.9 38

UTI / Axis Bank 21.1 35

Lux 19.0 32Pepsi 17.3 29

LIC 16.6 28

Tata Sky 15.3 26

Cadburys Dairy Milk 14.5 24


3/20

India AdTrack

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Me-too Ads (Top 25 of the last 400 ads)

Videocon Fanta Nirma WashingPowder

UTI MutualFunds

Philips

Maruti Alto Kohinoor Condom Compaq Clinic Plus Radio MirchiBritannia Reliance Life Tata Salt TVS Apache NescafeSantoor Gold Winner Lakme Lux Cozy Wheel

Center Fresh Axe Moods Condom Vim Bar Hewlett Packard

Hit Ads (Top 25 of next 76 ads)

Hero Honda Raymond IntelCoca Cola Garnier Rexona Deo

Mentos Hamam Navratna TelIdea Sony Ericsson Alpenliebe

BSNL Dettol SunfeastMotorola Fevicol

Fair & Lovely TVS ScootyBoost PepsodentSony Orbit White

Close Up Samsung

Super Hit Ads (All 25 ads)

Airtel ICICI Prudential Life Reliance Mobile

Nokia Colgate Amul MilkSurf Excel Bajaj Pulsar Whirlpool

Hutch Bajaj Auto ICICI BankUTI / Axis Bank Horlicks SBI

Lux Tata IndicomPepsi Naukri

LIC Bru CoffeeTata Sky Happydent

Cadburys Dairy Milk Chlormint

*

Based on the total Ad Connect Quotient (adCQ) of the ad. Super-hit in the range of > 95thercentile Hit in the 80th 95th ercentile ran e Me-too < 80th ercentile ran e of adCQ

Super Hit

Hit Me-tooAds*


4/20

India AdTrack

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Top 10 adson Ad RecallHow much is the adrecalled top of mind inthe daily ad clutter

Brand Ad Top of Mind Ad Recall

Airtel 6%

Nokia 5%

Lux 4%

Pepsi 3%

Surf Excel 3%

UTI / Axis Bank 3%

Hutch 3%

Bajaj Auto 2%

Cadburys Dairy Milk 2%

Tata Sky 2%


5/20

India AdTrack

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Top 10 mostToM AdSlogansHow much is the adslogan recalled top of mind in the daily adclutter

Ad Slogan Brand AdTop of Mind

Slogan Recall

Wherever you go ournetwork follows Hutch 8%

Connecting people Nokia 6%

Kuch meetha ho jaye Cadburys Dairy Milk 5% Thanda matlab CocaCola Coca Cola 5%

Daag aache hain Surf Excel 4%

Yeh dil maange more Pepsi 4% Buland bharat ki bulandtasveer Bajaj Auto 4%

Isko laga dala to lifejhinga lala Tata Sky 3%

Cheater cock Pepsodent 3%

Karlo duniya muthi mein Reliance Mobile 3%


6/20

India AdTrack

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Top 10 adson AdAppealHow much is the ad ableto stand apart, gets

noticed and appeals

Brand Ad Ad Appeal Index Relative Index

Airtel 0.073 100

Nokia 0.050 68

Surf Excel 0.035 48

Lux 0.030 42

Hutch 0.029 39

UTI / Axis Bank 0.024 32

Pepsi 0.024 32 Cadburys Dairy Milk 0.022 30

Tata Sky 0.020 28

Happydent 0.018 25


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PerceptualMap 25

Super HitBrands

Brand1.0.50.0-.5-1.0-1.5

.8

.6

.4

.2

0.0

-.2

-.4

-.6

-.8

Brand Impact

Ad Persuasion

Ad Appeal

SBI

ICICI Bank

Whirlpool

Amul Milk

Reliance Mobile

Chlormint

Bru Coffee

NaukriTata Indicom

Horlicks

Bajaj AutoCadburys Dairy Milk

Bajaj Pulsar

Colgate

ICICI Prudential Life

Cadburys

Tata Sky

LIC

Pepsi

Lux

UTI / Axis BankHutch

Surf Excel

Nokia

Airtel

Happydent

A t t r i b u t e

Brand1.0.50.0-.5-1.0-1.5

.8

.6

.4

.2

0.0

-.2

-.4

-.6

-.8

Brand Impact

Ad Persuasion

Ad Appeal

SBI

ICICI Bank

Whirlpool

Amul Milk

Reliance Mobile

Chlormint

Bru Coffee

NaukriTata Indicom

Horlicks

Bajaj AutoCadburys Dairy Milk

Bajaj Pulsar

Colgate

ICICI Prudential Life

Cadburys

Tata Sky

LIC

Pepsi

Lux

UTI / Axis BankHutch

Surf Excel

Nokia

Airtel

Happydent

A t t r i b u t e


10/20

India AdTrack

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Top 10 adsusingCelebritiesEffectively

Brand Ad % Responses

Cadburys Dairy Milk 14%

Lux6%

Pepsi 5%

Sunfeast 3%

Whirlpool 3%

Boost 3%

Motorola 3%

Tata Sky 3%

Dabur 2%

Coca Cola 2%


11/20

India AdTrack

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Top 10 ad

Celebrities*

Celebrity % Prefer

Amitabh Bachchan 54%

Shah Rukh Khan 43%

Sachin Tendulkar 20%

Kajol 16%

Aishwarya Rai 15%

Rani Mukherjee 14%

Aamir Khan 12%

Hritik Roshan 12%

Abhishek Bachchan 11%

John Abraham 11%

* 3 unaided likes per respondent


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India AdTrack

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StudyOverview

Tells you if your ad is standing out in the daily adclutter and connecting with the consumers

Audience-response based ranking of ads using 12distinct parameters that determine effectiveness of an ad. Overall rating of these ads on a composite indexcalled Ad Connect Quotient (adCQ)

Measuring Ad Effectiveness comprehensively Noticeability and memorability (recall) Appeal and likeability Relevance and persuasiveness Brand differentiation and brand preference building


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India AdTrack

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Methodology

A very large sample of over 10,000 brand-consciousurban consumers surveyed every month (non-panelbased). Sample base of 12,360 in August 2007

Online survey conducted using a leading portal in Indiaas well as Google search ads. Data maderepresentative of the urban Indian population by usingappropriate demographic multipliers

Multipliers derived using authentic Govt. of Indiapopulation data (5 factor 560 combination weighting)

Findings representative of more than 200 million urbanIndian consumers (almost 2/3rd of urban populationand probably the entire brand-conscious population)

Covering consumers of all SEC classes, age and incomegroups. Good sample sizes from at least 65 individualcities/towns (total coverage of over 2,000 distincttowns)


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India AdTrack

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RespondentProfile

August 2007

Demographic AttributesStudy

RespondentProfile

ActualUrban

Population

Male 59% 52% Gender Female 41% 48% Below 13 years Not included in

study NA

13-18 years 19% 16% 19-24 years 20% 17% 25-35 years 31% 27% 36-45 years 18% 18% 46-55 years 8% 11%

AgeDistribution

Above 55 years 4% 11% Up to 1 Lakh 30% 31% 1-5 Lakhs 18% 27% 5-30 Lakhs 24% 25%

City Type(PopulationSize) Above 30 Lakhs 29% 17%

Metro 32% Urban uptowns 12% Emerging Towns 9%

City Type(MarketSize) Others 46%


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India AdTrack

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RespondentProfileAugust 2007

The AdConnect

MeasurementModel

Was the ad noticed?

Was the ad understood?

Did the ad appeal?

Was the message relevant?

Did it help build brand preference?

The Measures

Recall

Message comprehension

Message believability

Originality/Distinctiveness

Likeability

Identification

Message relevance

Brand Differentiation

Brand Inclination

Brand Empathy

Impact on Brand Image

Brand Consideration

The Ad ConsumerInteraction Points

The Ad Effectiveness Criteria

Noticeability

Relatability

Connectivity

Relevance

Brand preference

Copyright 2007, JuxtConsult, All rights reserved


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India AdTrack

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The DerivedMeasures

Ad Appeal How much is the ad noticed and appeals

How much is the ad understood, relatedto and convinces

How much is the ad contributing increating brand preference

Total impact created by the ad amongthe consumers

Message Connect

Brand Impact

Ad Connect

Brand Appeal Index

Brand Impact Index

Ad Connect Quotient

Brand PersuasionIndex


18/20

India AdTrack

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Ad-Box-Office ReportContent

1. Ranking of the most effective ads based on the composite ad connectquotient (adCQ)

2. Classification into super-hit, hit and me-too categories3. Rankings of ads on:

Ad Appeal Message Connect Brand Impact

4. Ranking of most recalled ads (top of mind and spontaneous)5. Sources media of TOM recalls (overall level)6. Ranking of most liked ads (top of mind and spontaneous)

7. Elements liked in the ads (overall level)8. Ranking of most recalled ad slogans (with/without brand connection)9. Ranking of ads on all the balance 10 individual parameters (originality,

audience identification, message comprehension, message relevance,persuasiveness, brand differentiation, brand impression, brand image,brand empathy and brand preference)

10. Ranking of ads on most effective use of celebrity/brand ambassador11. Ranking of the currently most popular celebrities/brand ambassadors12. All rankings reported separately by key product / service categories13. All rankings and preferences reported by key demographic segments*

(gender, age, SEC, occupation, marital status, town class, region,income class, vehicle ownership)

14. Media preferences of the respondents (TV channels, Newspapers,Magazines, Radio channels, Generic websites, Emailing websites, Newswebsites)

* depending on the sufficiency of sample size of relevant respondents


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ContactDetails

Address : 7, Kehar Singh Estate, 1st Floor,Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi 110030

Telephone : +91-11-29535098, +91-9811256502

Contact Person : Sanjay Tiwari

Email : [email protected]

Website : www.juxtconsult.com
mailto:[email protected]://www.juxtconsult.com/http://www.juxtconsult.com/mailto:[email protected]

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