Asatellite television distributor topped the ranking for the first time in January in the Mint-Ipsos-TVAdIndx. An advertisement for DishTV that features actor Shah Rukh Khan took pole position, edging past commercials from two-wheeler maker Hero MotoCorp and telecom service provider Idea 3G, which filled the next two slots.
Five consumer products advertisements also featured among the top 10 on the ad reach index that measures ad awareness and brand recall among consumers. The top-ranked DishTV ad scored 59 points on the index, while Hero MotoCorp and Idea 3G racked up 53 and 52 points, respectively. Consumer goods products that figure in the top 10 include an advertisement for Maaza at No. 4, Garnier and McDonald’s at the fifth and sixth positions, respectively, and two commercials for detergent brand Tide, at No. 7 and No. 10. Another ad for Hero MotoCorp is at No. 8, while a Birla Sun Life Insurance commercial is at No. 9.
The survey polled 758 respondents from high-income groups in New Delhi, Mumbai and Bangalore. Average scores on the ad reach index fell sharply in January compared with the preceding month. The DishTV ad scored 22 points less than the Nestlé KitKat ad, which topped the ranking in December. None of the ads scored 60 points or more in January compared with five in December.
The month’s ad diagnostics index, which measures the softer features of commercials such as likeability, enjoyment and believability, showed a similar mix. The only new entrant in the index was a second McDonald’s ad. Idea 3G topped the ad diagnostic index ranking followed by DishTV. Average scores on the diagnostics index also dropped in January. Only three ads scored 60 or more in January, compared with all 10 in December. January’s top 10 ads scored 65-46 points on the diagnostics index compared with 79-60 in December.
_http://www.livemint.com/2012/02/27204618/Shah-Rukh-Khan-puts-Dish-at-No.html?atype=tp
Five consumer products advertisements also featured among the top 10 on the ad reach index that measures ad awareness and brand recall among consumers. The top-ranked DishTV ad scored 59 points on the index, while Hero MotoCorp and Idea 3G racked up 53 and 52 points, respectively. Consumer goods products that figure in the top 10 include an advertisement for Maaza at No. 4, Garnier and McDonald’s at the fifth and sixth positions, respectively, and two commercials for detergent brand Tide, at No. 7 and No. 10. Another ad for Hero MotoCorp is at No. 8, while a Birla Sun Life Insurance commercial is at No. 9.
The survey polled 758 respondents from high-income groups in New Delhi, Mumbai and Bangalore. Average scores on the ad reach index fell sharply in January compared with the preceding month. The DishTV ad scored 22 points less than the Nestlé KitKat ad, which topped the ranking in December. None of the ads scored 60 points or more in January compared with five in December.
The month’s ad diagnostics index, which measures the softer features of commercials such as likeability, enjoyment and believability, showed a similar mix. The only new entrant in the index was a second McDonald’s ad. Idea 3G topped the ad diagnostic index ranking followed by DishTV. Average scores on the diagnostics index also dropped in January. Only three ads scored 60 or more in January, compared with all 10 in December. January’s top 10 ads scored 65-46 points on the diagnostics index compared with 79-60 in December.
_http://www.livemint.com/2012/02/27204618/Shah-Rukh-Khan-puts-Dish-at-No.html?atype=tp
