The 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.
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.

TOP TELEVISION ADS IN DECEMBER Awareness (%) Brand recall (%) Ad reach index

1 Vodafone 95 100 95
2 Vodafone 95 99 94
3 Vodafone 94 100 94
4 Vodafone 94 100 94
5 Vodafone 93 100 93
6 Vodafone 91 99 90
7 Vodafone 89 100 89
8 Vodafone 86 98 84
9 Reliance Mobile 79 98 77
10 Vodafone 75 100 75
11 Vodafone 75 100 75
12 Tata Docomo ISD 75 98 74
13 Maggi Masala-e-Magic 72 98 71
14 Dish TV 77 88 68
15 Tata Docomo Voice Mail 68 92 63
16 Maggi Nutri-licious Pazzta 52 96 50
17 Good Knight Advanced 50 95 48
18 IDBI Bank Home Loans 47 99 47
19 Mahindra Tractor 51 91 46
20 Tide Naturals 58 79 46

HOW THEY SCORED ON AD DIAGNOSTICS

Likeability (%) Enjoyment (%) Believability (%) Claim (%) Ad diagnostics
1 Vodafone 93 91 93 92 92
2 Vodafone 94 92 89 92 92
3 Vodafone 92 88 89 89 90
4 Vodafone 90 87 91 90 90
5 Vodafone 90 90 87 85 88
6 Vodafone 89 86 88 88 88
7 Vodafone 85 84 83 80 83
8 Vodafone 89 78 78 83 82
9 Vodafone 80 75 74 75 76
10 Reliance Mobile 3G 75 74 70 70 72
11 Vodafone 74 71 66 68 70
12 Vodafone 74 71 64 67 69
13 Maggi Masala-e-Magic 69 69 64 64 67
14 Dish TV 74 65 62 62 66
15 Tata Docomo ISD 70 68 62 62 66
16 Tata Docomo Voice Mail 66 65 61 59 63
17 Onida Mobile 60 59 56 51 57
18 Tide Naturals 56 57 49 49 53
19 Maggi Nutri-licious Pazzta 51 47 46 47 48
20 Dish TV 50 48 46 45 47

The survey, conducted by Synovate India and supported by ad monitoring firm TVAdIndx, covers 902 respondents—300 each in New Delhi and Mumbai, and 302 in
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.