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8/14/2019 Ad BoxOffice Snapshot
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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
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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*
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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%
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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%
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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
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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%
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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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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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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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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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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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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
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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]