Assessing Advert Reach and Performance

Presentation for – Assessing the reach of adverts and diagnosing the performance of
the adverts within proven re-callers
Prepared for: Mint

Prepared by: Synovate India
July 2010
GM BTS
Research Objective
 The objectives of research were –
 To assess the proven recall of adverts and also to diagnose performance on key
rational and emotional parameters such as:
 Brand Reach
 Likeability
 Credibility
Research Methodology
 Centers & Sample Sizes

 Face to face interviews were conducted in:
 Delhi 270
 Mumbai 247
 Bangalore 254
 Total Sample size covered was 771
 Target Respondents
 CWE and Housewives/ working women
 Age of 18–40 years
 SEC A & B
 C&S Households
Detailed Diagnostics
Advertisement - Awareness & brand recall
Brand Awareness Brand
(%) Recall (%)
Act II Popcorns 74 70
Yes Bank Corporate 39 24
Airtel SMS Value Added / National 27 68
Hindustan Times 12 38
Alchemist 14 0
Nissan Micra / Convertible 44 59
Bajaj Allianz Child Plan 73 85
Airtel Digital TV / HD 72 96
Cadbury 5 Star 73 95
Dabur Pudin Hara Lemon Fizz / Lemon Fizz 57 85
SiyaramÕs Fabric 22 52
Dish Tru HD 57 83
Fair & Lovely Max Fairness 51 70
Haier LED Television 47 53
Tata DoCoMo / National 88 100
Nokia E Series 37 85
Base 259
MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have
seen this advertisement - AWARENESS
MQ 1a Could you please tell me the brand related to this advertisement? – BRAND RECALL
(%) Recall (%)
INQ Chat 3G Mobile 33 55
LG Cookie / Cookie Fresh / Cookie Plus 58 96
Logan 40 79
Tata Docomo ISD / National 88 94
MasterCardMaestro Card 15 72
McVitieÕs Digestive 44 56
Nissan Micra / Convertible 26 88
Nokia / 2690 54 89
Alpenliebe Milk Chocolate 71 98
Hindustan Times 3 0
Alchemist Hospital 6 0
Base 262
(%) Recall (%)
Odonil Nature / Dabur 40 57
Pepsodent Germi-Check / Germi Check 82 100
Religare Mutual Fund 9 0
Dettol Original Instant hand Sanitizer 76 97
Tata ACE 74 97
LG Cookie / Cookie Fresh / Cookie Plus 74 73
Logan 43 86
Titan Sonata Super Fibre 33 62
Yamaha FZ 54 68
Monster.Com 48 59
Base 250
Advertisement - Likeability – Believe - Claimed
Brand Likeability Enjoyed Believe Claimed

(%) (%) (%) (%)
Act II Popcorns 72 70 49 58
Yes Bank Corporate 36 35 29 34
Airtel SMS Value Added / National 25 24 15 19
Hindustan Times 10 10 7 8
Alchemist 13 14 7 9
Nissan Micra / Convertible 42 40 37 38
Bajaj Allianz Child Plan 71 71 54 60
Airtel Digital TV / HD 68 68 54 57
Cadbury 5 Star 69 63 57 62
Dabur Pudin Hara Lemon Fizz / Lemon Fizz 55 55 48 53
SiyaramÕs Fabric 19 19 12 14
Dish Tru HD 55 53 47 49
Fair & Lovely Max Fairness 49 49 45 44
Haier LED Television 45 43 35 42
Tata DoCoMo / National 87 86 72 78
Nokia E Series 36 35 34 35
MQ 2a Do you like this advertisement? - Likeability

MQ 2b Do you enjoy seeing this advertisement ? - Enjoyed
MQ 2c Do you believe this advertisement? - Believe
MQ 2d Is the claimed message in this advertisement believable? - Claimed

(%) (%) (%) (%)
INQ Chat 3G Mobile 31 26 22 18
LG Cookie / Cookie Fresh / Cookie Plus 55 46 47 34
Logan 36 31 30 21
Tata Docomo ISD / National 85 69 79 67
MasterCardMaestro Card 13 13 10 10
McVitieÕs Digestive 42 35 37 30
Nissan Micra / Convertible 24 23 21 10
Nokia / 2690 53 46 51 45
Alpenliebe Milk Chocolate 70 64 59 48
Alchemist Hospital 3 3 2 2


(%) (%) (%) (%)
Odonil Nature / Dabur 35 37 34 24
Pepsodent Germi-Check / Germi Check 81 76 75 62
Religare Mutual Fund 5 9 8 9
Dettol Original Instant hand Sanitizer 76 69 73 68
Tata ACE 74 68 61 51
LG Cookie / Cookie Fresh / Cookie Plus 72 69 66 60
Logan 42 42 39 33
Titan Sonata Super Fibre 28 31 28 23
Yamaha FZ 49 53 51 50
Monster.Com 47 47 42 34

Marketers Dream
-The advert should be able to break the clutter & reach my set of target group.
-They should be able to connect my brand within the target group.
Therefore the acid test used for short listing the top ads has been
basis
-The consumer should recall seeing the advertisement - A
- Should be able to Recall the brand - B
-Basis the above we have created a Reach Index
-Proportion of (A x B)/100 – Reach Index
Marketers Objective of Breaking the Clutter – Reach Index
Top Brand Awareness (%) Brand Recall Reach Index of the

Ads (A) (%) (B) advert ((AxB)/100)
1 Tata DoCoMo / National 88 100 88
2 Tata Docomo ISD / National 88 94 83
5 Pepsodent Germi-Check / Germi Check 82 100 82
6 Dettol Original Instant hand Sanitizer 76 97 74
7 Tata ACE 74 97 72
8 Alpenliebe Milk Chocolate 71 98 70
9 Cadbury 5 Star 73 95 69
10 Airtel Digital TV / HD 72 96 69
11 Bajaj Allianz Child Plan 73 85 62
12 LG Cookie / Cookie Fresh / Cookie Plus 58 96 56
13 LG Cookie / Cookie Fresh / Cookie Plus 74 73 54
14 Act II Popcorns 74 70 52
15 Dabur Pudin Hara Lemon Fizz / Lemon Fizz 57 85 48
16 Nokia / 2690 54 89 48
17 Dish Tru HD 57 83 47
18 Logan 43 86 37
19 Yamaha FZ 54 68 37
20 Fair & Lovely Max Fairness 51 70 36
Contd…
Top Brand Awareness Brand Recall Reach Index of the
Ads (%) (A) (%) (B) advert ((AxB)/100)
21 SiyaramÕs Fabric 39 91 35
22 Logan 40 79 32
23 Nokia E Series 37 85 31
24 Monster.Com 48 59 28
25 Yes Bank Corporate 29 96 28
26 Nissan Micra / Convertible 44 59 26
27 Haier LED Television 47 53 25
28 McVitieÕs Digestive 44 56 25
29 Airtel SMS Value Added / National 30 79 24
30 Nissan Micra / Convertible 26 88 23
31 Odonil Nature / Dabur 40 57 23
34 Titan Sonata Super Fibre 33 62 20
36 INQ Chat 3G Mobile 33 55 18
39 Hindustan Times 24 46 11
40 MasterCardMaestro Card 15 72 11
Contd…
Top Brand Awareness Brand Recall Reach Index of the
Ads (%) (A) (%) (B) advert ((AxB)/100)
44 Alchemist 14 0 0
47 Alchemist Hospital 6 0 0
48 Religare Mutual Fund 9 0 0
Softer Issues of the Adverts –Adverts of Surf Excel, Adani, Rin, Lakme, Airtel & Ariel being liked
the most
Likeability Enjoyed Believe Claimed *Ad
Brand
(%) (%) (%) (%) diagnostics
Tata DoCoMo / National 87 86 72 78 81
Tata Docomo ISD / National 85 69 79 67 75
Pepsodent Germi-Check / Germi Check 81 76 75 62 74
Dettol Original Instant hand Sanitizer 76 69 73 68 72
LG Cookie / Cookie Fresh / Cookie Plus 72 69 66 60 67
Bajaj Allianz Child Plan 71 71 54 60 64
Tata ACE 74 68 61 51 64
Cadbury 5 Star 69 63 57 62 63
Act II Popcorns 72 70 49 58 62
Airtel Digital TV / HD 68 68 54 57 62
Alpenliebe Milk Chocolate 70 64 59 48 60
Dabur Pudin Hara Lemon Fizz / Lemon Fizz 55 55 48 53 53
Dish Tru HD 55 53 47 49 51
Yamaha FZ 49 53 51 50 51
Nokia / 2690 53 46 51 45 49
Fair & Lovely Max Fairness 49 49 45 44 47
LG Cookie / Cookie Fresh / Cookie Plus 55 46 47 34 46
Monster.Com 47 47 42 34 43
* Average of Likeability,Enjoyment,Believe and Claimed

Contd…
Brand Likeability Enjoyed Believe Claimed *Ad

Haier LED Television 45 43 35 42 41

Nissan Micra / Convertible 42 40 37 38 39
Logan 42 42 39 33 39
McVitieÕs Digestive 42 35 37 30 36
Nokia E Series 36 35 34 35 35
Yes Bank Corporate 36 35 29 34 34
SiyaramÕs Fabric 38 38 34 23 33
Odonil Nature / Dabur 35 37 34 24 33
Logan 36 31 30 21 30
Titan Sonata Super Fibre 28 31 28 23 28
Airtel SMS Value Added / National 28 30 24 23 26
INQ Chat 3G Mobile 31 26 22 18 24
Hindustan Times 23 20 23 22 22
Nissan Micra / Convertible 24 23 21 10 20

Contd…
Brand Likeability Enjoyed Believe Claimed *Ad

MasterCardMaestro Card 13 13 10 10 12
Alchemist 13 14 7 9 11
Religare Mutual Fund 5 9 8 9 8
Alchemist Hospital 3 3 2 2 3

Therefore the Overall Rating for the Top ads are as follows:
Brand Reach Index of
Top Awareness *Ad
Brand Recall the advert
Ads (%) (A) diagnostics
(%) (B) ((AxB)/100)
1 Tata DoCoMo / National 88 100 88 81
2 Tata Docomo ISD / National 88 94 83 75
5 Pepsodent Germi-Check / Germi Check 82 100 82 74
6 Dettol Original Instant hand Sanitizer 76 97 74 72
7 Tata ACE 74 97 72 64
8 Alpenliebe Milk Chocolate 71 98 70 60
9 Cadbury 5 Star 73 95 69 63
10 Airtel Digital TV / HD 72 96 69 62
11 Bajaj Allianz Child Plan 73 85 62 64
12 LG Cookie / Cookie Fresh / Cookie Plus 58 96 56 46
13 LG Cookie / Cookie Fresh / Cookie Plus 74 73 54 67
14 Act II Popcorns 74 70 52 62
15 Dabur Pudin Hara Lemon Fizz / Lemon Fizz 57 85 48 53
16 Nokia / 2690 54 89 48 49
17 Dish Tru HD 57 83 47 51
18 Logan 43 86 37 39
19 Yamaha FZ 54 68 37 51
* 20 Fair & Lovely Max Fairness
Average of Likeability,Enjoyment,Believe and Claimed
51 70 36 47
Contd…
Top Brand Awareness Brand Recall Reach Index *Ad
Ads (%) (A) (%) (B) ((AxB)/100) diagnostics
21 SiyaramÕs Fabric 39 91 35 33
22 Logan 40 79 32 30
23 Nokia E Series 37 85 31 35
24 Monster.Com 48 59 28 43
25 Yes Bank Corporate 29 96 28 22
26 Nissan Micra / Convertible 44 59 26 39
27 Haier LED Television 47 53 25 41
28 McVitieÕs Digestive 44 56 25 36
29 Airtel SMS Value Added / National 30 79 24 26
30 Nissan Micra / Convertible 26 88 23 20
31 Odonil Nature / Dabur 40 57 23 33
34 Titan Sonata Super Fibre 33 62 20 28
36 INQ Chat 3G Mobile 33 55 18 24
39 Hindustan Times 24 46 11 22
40 MasterCardMaestro Card 15 72 11 12
Contd…
Top Brand Awareness Brand Recall Reach Index *Ad
Ads (%) (A) (%) (B) ((AxB)/100) diagnostics
44 Alchemist 14 0 0 11
47 Alchemist Hospital 6 0 0 3
48 Religare Mutual Fund 9 0 0 8
Our curiosity is all yours.
Thank you.
GM BTS

Assessing Advert Reach and Performance

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Presentation for – Assessing the reach of adverts and diagnosing the performance of

the adverts within proven re-callers

Prepared for: Mint

 The objectives of research were –

 Centers & Sample Sizes

Brand Likeability Enjoyed Believe Claimed

MQ 2a Do you like this advertisement? - Likeability

Brand Likeability Enjoyed Believe Claimed

MQ 2a Do you like this advertisement? - Likeability

Brand Likeability Enjoyed Believe Claimed

MQ 2a Do you like this advertisement? - Likeability

Top Brand Awareness (%) Brand Recall Reach Index of the

* Average of Likeability,Enjoyment,Believe and Claimed

Brand Likeability Enjoyed Believe Claimed *Ad

Haier LED Television 45 43 35 42 41

* Average of Likeability,Enjoyment,Believe and Claimed

Brand Likeability Enjoyed Believe Claimed *Ad

* Average of Likeability,Enjoyment,Believe and Claimed

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