Most Effective Ads in August 2007 - Top 10 |
Brand |
Ad 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 Soap |
19.0 |
32 |
Pepsi |
17.3 |
29 |
LIC |
16.6 |
28 |
Tata Sky |
15.3 |
26 |
Cadbury |
14.5 |
24 |
• Airtel's ad is the most effective ad currently (August 2007), followed by Nokia
Ad Connect Quotient - measures the total effectiveness of the ad in connecting the brand with the consumers.
Ad Connect Quotient = Ad Appeal Index + Ad Persuasion (Message Connect) Index + Brand Impact Index
Selected Examples of Superhit/Hit/Me-too Ads in August 2007*
Superhit Ads – All topmost 25 ads
Airtel |
Nokia |
Surf Excel |
Hutch |
UTI / Axis Bank |
Lux |
Pepsi |
LIC |
Tata Sky |
Cadbury's Dairy Milk |
ICICI Prudential Life |
Colgate |
Bajaj Pulsar |
Bajaj Auto |
Horlicks |
Tata Indicom |
Naukri |
Bru Coffee |
Happydent |
Chlormint |
Reliance Mobile |
Amul Milk |
Whirlpool |
ICICI Bank |
State Bank of India |
|
Hit Ads – The Top 25 of next 76 Ads
Hero Honda |
Coca Cola |
Mentos |
Idea |
BSNL |
Motorola |
Fair & Lovely |
Boost |
Sony TV |
Close Up |
Raymond |
Garnier |
Hamam |
Sony Ericsson |
Dettol |
Fevicol |
TVS Scooty |
Pepsodent |
Orbit |
Samsung |
Intel |
Rexona Deodorant |
Navratna Tel |
Alpenliebe |
Sunfeast |
|
Me-Too Ads – The Top 25 of the last 400 ads
Videocon |
Maruti Alto |
Britannia |
Santoor |
Center Fresh |
Fanta |
Kohinoor Condom |
Reliance Life |
Gold Winner |
Axe |
Nirma Washing Powder |
Compaq |
Tata Salt |
Lakme |
Moods Condom |
UTI Mutual Funds |
Clinic Plus |
TVS Apache |
Lux Cozy |
Vim Bar |
Philips |
Radio Mirchi |
Nescafe |
Wheel |
Hewlett Packard |
|
* Superhit Ads - the top 5% ads on their AdCQ score (95 th percentile and above)
Hit Ads – the next 15% ads on their AdCQ score (80 th -95 th percentile)
Me-Too Ads – The balance 80% ads on their AdCQ score (below 80 th percentile)
Top 10 ads on Ad Appeal Index
Ads with the most Creative Appeal in August 2007 - Top 10 |
Brand |
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 |
Cadbury |
0.022 |
30 |
Tata Sky |
0.020 |
28 |
Happydent |
0.018 |
25 |
• Airtel's ad has the best consumer appeal currently (August 2007)
Ad Appeal Index - It measures the creative appeal of the ad, how much the ad is able to stand apart, get noticed and appeal.
Ad Appeal Index = Ad Recall + Likeability + Originality + Audience Identity Connect
Top 10 ads on Message Connect Index
Ads with the best Message Connect in August 2007 - Top 10 |
Brand |
Ad Persuasion Index |
Relative Index |
Nokia |
0.060 |
100 |
Airtel |
0.059 |
97 |
Hutch |
0.034 |
57 |
Surf Excel |
0.029 |
49 |
LIC |
0.027 |
44 |
UTI / Axis Bank |
0.022 |
37 |
Bru Coffee |
0.022 |
37 |
ICICI Prudential Life |
0.021 |
35 |
Tata Sky |
0.021 |
34 |
Colgate |
0.019 |
31 |
• Nokia's ad has the best message connect currently (August 2007)
Ad Persuasion Index - It measures how much the ad is really understood and makes ‘sense' to the audiences as consumers and not just as viewers.
Message Connect Index = Ease of Comprehension + Message Relevance + Message Believability
Top 10 ads on Brand Impact Index
Ads that made the most Brand Impact in August 2007 - Top 10 |
Brand |
Brand Impact Index |
Relative Index |
Airtel |
0.085 |
100 |
Nokia |
0.062 |
73 |
UTI / Axis Bank |
0.031 |
37 |
Hutch |
0.025 |
29 |
Pepsi |
0.025 |
29 |
LIC |
0.024 |
28 |
Surf Excel |
0.024 |
28 |
ICICI Prudential Life |
0.021 |
25 |
Lux |
0.021 |
24 |
Bajaj Pulsar |
0.017 |
20 |
• Airtel's ad is creating the most ‘brand impact' among the consumers currently (August 2007.)
Brand Impact Index - It measures not only how much an ad differentiates the brand in the consumers minds but also how much preference it generates for the brand in consumer's hearts and minds.
Brand Impact Index = Brand Differentiation + Inclination in favour of the Brand + Empathy Created for the Brand + Impact on Brand's quality image perception + Stimulation of Brand Consideration |
