JuxtConsult had recently launched Ad Box Office, which is India’s first monthly monitor of the most successful and effective ads among the urban consumers. It has now released its findings for August, which reveal that Airtel’s ad was the most effective with an Ad Connect Quotient (ACQ) of 59.7, followed by Nokia with an ACQ of 45.5.
Ad Box Office analyses the Ad Connect Quotient, which measures the total effectiveness of the ad in connecting the brand with the consumers. The ACQ is measured through a combination of three factors – ad appeal index, message connect index, and brand impact index.
Among other most effective ads are those of Surf Excel, Hutch, UTI/Axis Bank, Lux Soap, Pepsi, LIC, Tata Sky and Cadbury.
Airtel and Nokia are also the top two ads on the Ad Appeal Index, which measures the creative appeal of the ad, how much the ad is able to stand apart, gets noticed as also its appeal. Ad Appeal Index includes ad recall, likeability, originality, and audience identity connect.
There are also examples of Superhit Ads such as Airtel, Nokia and Surf Excel, which are the top 5 per cent ads on their ACQ score (95th percentile and above). Then there are Hit Ads like Hero Honda, Coca-Cola and Mentos, which are the next 15 per cent ads on their ACQ score (80th-95th percentile), and Me-Too Ads such as Videocon, Maruti Alto and Britannia, which are the balance 80 per cent ads on their ACQ score (below 80th percentile).
The methodology for the study included sample size of over 12,000 urban consumers surveyed online. The survey was conducted using a leading portal in India as well as Google search ads. In the survey, respondents were asked to type the brand name of the ad they associated with the most on 12 different parameters, including most top of mind recalled ad, most liked ad, ad they identified with the most, ad perceived as the most original, and most easily understood ad among others.
JuxtConsult unveils its unique twin ‘ad effectiveness’ tracking syndicated studies