India AdTrack

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 India AdTrack

The 10 most Brand Ad

Ad Connect
Quotient (adCQ™)
Relative Index

Effective Ads Airtel 59.7 100

of the Month Nokia 45.5 76

Surf Excel 23.7 40

Hutch 22.9 38
Total effectiveness of the UTI / Axis Bank 21.1 35
ad in connecting the
Lux 19.0 32
brand with the
17.3 29
consumers Pepsi
LIC 16.6 28

Tata Sky 15.3 26

Cadbury’s Dairy Milk 14.5 24

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 India AdTrack

Super Hit … Airtel

Super Hit Ads (All 25 ads)
ICICI Prudential Life Reliance Mobile
Hit … Me-too Nokia
Surf Excel
Colgate
Bajaj Pulsar
Amul Milk
Whirlpool

Ads* Hutch
UTI / Axis Bank
Bajaj Auto
Horlicks
ICICI Bank
SBI
Lux Tata Indicom
Pepsi Naukri
LIC Bru Coffee
Tata Sky Happydent
Cadbury’s Dairy Milk Chlormint
Hit Ads (Top 25 of next 76 ads)
Hero Honda Raymond Intel
Coca Cola Garnier Rexona Deo
Mentos Hamam Navratna Tel
Idea Sony Ericsson Alpenliebe
BSNL Dettol Sunfeast
Motorola Fevicol
Fair & Lovely TVS Scooty
Boost Pepsodent
Sony Orbit White
Close Up Samsung
Me-too Ads (Top 25 of the last 400 ads)
Videocon Fanta Nirma Washing UTI Mutual Philips
Powder Funds
Maruti Alto Kohinoor Condom Compaq Clinic Plus Radio Mirchi
Britannia Reliance Life Tata Salt TVS Apache Nescafe
Santoor Gold Winner Lakme Lux Cozy Wheel
Center Fresh Axe Moods Condom Vim Bar Hewlett Packard

* Based on the total Ad Connect Quotient (adCQ™) of the ad. ‘Super-hit’ in the range of > 95th
percentile, ‘Hit’ in the 80th – 95th percentile range, ‘Me-too’ < 80th percentile range of adCQ™

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 India AdTrack

Top 10 ads Brand Ad Top of Mind Ad Recall

on Ad Recall
Airtel 6%

Nokia 5%

Lux 4%

How much is the ad Pepsi 3%

recalled top of mind in Surf Excel 3%
the daily ad clutter
UTI / Axis Bank 3%

Hutch 3%

Bajaj Auto 2%

Cadbury’s Dairy Milk 2%

Tata Sky 2%

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 India AdTrack

Top 10 most
Top of Mind
Ad Slogan Brand Ad
Slogan Recall

ToM Ad “Wherever you go our

network follows”
Hutch 8%

Slogans “Connecting people”

“Kuch meetha ho jaye”
Nokia
Cadbury’s Dairy Milk
6%
5%
“Thanda matlab Coca
Coca Cola 5%
How much is the ad Cola”
slogan recalled top of “Daag aache hain” Surf Excel 4%
mind in the daily ad “Yeh dil maange more” Pepsi 4%
clutter “Buland bharat ki buland
Bajaj Auto 4%
tasveer”
“Isko laga dala to life
Tata Sky 3%
jhinga lala”
“Cheater cock” Pepsodent 3%
“Karlo duniya muthi mein” Reliance Mobile 3%

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 India AdTrack

Top 10 ads Brand Ad Ad Appeal Index Relative Index

on Ad Airtel
Nokia
0.073
0.050
100
68

Appeal Surf Excel 0.035 48

Lux 0.030 42
Hutch 0.029 39
How much is the ad able
to stand apart, gets UTI / Axis Bank 0.024 32
noticed and appeals Pepsi 0.024 32
Cadbury’s Dairy Milk 0.022 30
Tata Sky 0.020 28
Happydent 0.018 25

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 India AdTrack

Top 10 ads Brand Ad Ad Persuasion Index Relative Index

Nokia 0.060 100

on Ad Airtel 0.059 97

Persuasion Hutch
Surf Excel
0.034
0.029
57
49
LIC 0.027 44
How much is the UTI / Axis Bank 0.022 37
message really Bru Coffee 0.022 37
understood and is ICICI Prudential Life 0.021 35
relevant to the
consumers Tata Sky 0.021 34
Colgate 0.019 31

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 India AdTrack

Top 10 ads Brand Ad Brand Impact Index Relative Index

Airtel 0.085 100

on Brand Nokia 0.062 73

Impact UTI / Axis Bank

Hutch
0.031
0.025
37
29
Pepsi 0.025 29
How much does the ad LIC 0.024 28
differentiate the brand Surf Excel 0.024 28
and build preference
ICICI Prudential Life 0.021 25
for it in consumer’s
hearts and minds Lux 0.021 24
Bajaj Pulsar 0.017 20

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 India AdTrack

Perceptual
.8
Happydent
Lux

Map – 25
.6
Ad Appeal Surf Excel

Super Hit .4 Pepsi Cadbury’s

Chlormint
Cadbury’s Dairy Milk

Brands .2 Airtel
Bajaj Auto
Bajaj Pulsar
Tata Indicom Tata Sky
Naukri
0.0 Whirlpool
Colgate
Hutch
UTI / Axis Bank Amul Milk
-.2 Reliance Mobile
Brand Impact Horlicks
ICICI Bank
-.4 SBI
Ad Persuasion
Attribute

ICICI Prudential Life

Bru Coffee
-.6 Nokia
LIC

-.8
-1.5 -1.0 -.5 0.0 .5 1.0
Brand

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 India AdTrack

Top 10 ads Brand Ad % Responses

14%
using Cadbury’s Dairy Milk
Lux 6%

‘Celebrities’ Pepsi 5%
3%
Sunfeast
Effectively Whirlpool 3%
Boost 3%
Motorola 3%
Tata Sky 3%
Dabur 2%
Coca Cola 2%

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 India AdTrack

Top 10 ad Celebrity % Prefer

54%
‘Celebrities’* Amitabh Bachchan
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

Other „ ‘Top of mind’ ad recalls are highly representative of

the ‘considered’ level ad recalls
Highlights „ More memorable slogans help the brand get better top
of mind ad recalls

„ A well recalled slogan without the brand name works

well, it is not necessary to have brand name in the
slogan

„ TV is the prime driver of ad recalls, but accounts for

only about half of all ad recalls

„ ‘Celebrities’ in ads may help brands in getting more ad

recall and some brand impact, but very little in
improving message connect

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 India AdTrack

Study „ Tells you if your ad is standing out in the daily ad

clutter and ‘connecting’ with the consumers
Overview
„ Audience-response based ranking of ads using 12
distinct parameters that determine ‘effectiveness’ of
an ad. Overall rating of these ads on a composite index
called ‘Ad Connect Quotient (adCQ™)’

„ Measuring ‘Ad Effectiveness’ comprehensively

ƒ Noticeability and memorability (recall)
ƒ Appeal and likeability
ƒ Relevance and persuasiveness
ƒ Brand differentiation and brand preference building

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 India AdTrack

Methodology „ A very large sample of over 10,000 ‘brand-conscious’

urban consumers surveyed every month (non-panel
based). Sample base of 12,360 in August 2007

„ Online survey conducted using a leading portal in India

as well as Google search ads. Data made
representative of the urban Indian population by using
appropriate ‘demographic multipliers’

„ Multipliers derived using authentic Govt. of India

population data (5 factor 560 combination weighting)

„ Findings representative of more than 200 million urban

Indian consumers (almost 2/3rd of urban population
and probably the entire brand-conscious population)

„ Covering consumers of all SEC classes, age and income

groups. Good sample sizes from at least 65 individual
cities/towns (total coverage of over 2,000 distinct
towns)

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 India AdTrack

Respondent Demographic Attributes

Study
Respondent
Actual
Urban

Profile
Profile Population
Male 59% 52%
Gender
Female 41% 48%
Below 13 years Not included in
NA
August 2007 study
13-18 years 19% 16%
Age 19-24 years 20% 17%
Distribution 25-35 years 31% 27%
36-45 years 18% 18%
46-55 years 8% 11%
Above 55 years 4% 11%
Up to 1 Lakh 30% 31%
City Type
1-5 Lakhs 18% 27%
(Population
5-30 Lakhs 24% 25%
Size) Above 30 Lakhs 29% 17%
Metro 32%
City Type
Urban uptowns 12%
(Market
Emerging Towns 9%
Size) Others 46%

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 India AdTrack

Respondent
The
ProfileAd The Ad – Consumer
Interaction Points
The Ad Effectiveness Criteria The Measures

Connect Noticeability Was the ad noticed? Recall

August 2007
Measurement
© Originality/Distinctiveness

Model Connectivity Did the ad appeal? Likeability

Identification

Message comprehension
Relatability Was the ad understood?
Message believability

Relevance Was the message relevant? Message relevance

Brand Differentiation
Brand Inclination

Brand preference Did it help build brand preference? Brand Empathy

Impact on Brand Image
Brand Consideration

© Copyright 2007, JuxtConsult, All rights reserved

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 India AdTrack

The Derived Ad Appeal Brand Appeal Index How much is the ad noticed and appeals

Measures
How much is the ad understood, related
Message Connect Brand Persuasion
to and convinces
Index

How much is the ad contributing in

Brand Impact Brand Impact Index
creating brand preference

Ad Connect Quotient Total impact created by the ad among

Ad Connect (adCQ™) the consumers

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 India AdTrack

Ad-Box-
™
Office
Report 1. Ranking of the most effective ads based on the composite ‘ad connect
quotient’ (adCQ™)
Content 2.
3.
Classification into ‘super-hit’, ‘hit’ and ‘me-too’ categories
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 ambassador
11. Ranking of the currently most popular celebrities/brand ambassadors
12. All rankings reported separately by key product / service categories
13. 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, News
websites)
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* depending on the sufficiency of sample size of relevant respondents
 India AdTrack

Pricing of Report One Time Report* Annual Subscription*

Nos. Amount (Rs.) Nos. Amount (Rs.)
Reports Ad-Box-OfficeTM Monitor
1 25,000 12 1,50,000
Report

Ad MomentuxTM Category
1 1,00,000 4 2,50,000
Level Report#

Combo Pack of Both Reports 2 1,00,000 16 3,00,000

„ Payment Terms : 100% advance

„ Delivery Timeline : First Report - Mid September 2007

: Monthly Report – 10th of every month
: Quarterly Reports – 15th – 20th of the
relevant month

„ Report Delivery Format : PDF

#
To know more about category specific Ad Momentux™ quarterly reports visit
www.juxtconsult.com
* Exclusive of 12.36% service tax

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 India AdTrack

Contact „ Address : 7, Kehar Singh Estate, 1st Floor,

Westend Marg, Lane 2, Said-ul-
Details Ajaib, New Delhi – 110030

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

„ Contact Person : Sanjay Tiwari

„ Email : sanjay@juxtconsult.com

„ Website : www.juxtconsult.com

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