Many advertisers and viewers think of ratings simply as a measure of a particular show’s popularity. That’s only the surface of a critical element in advertising. Ratings are expressed in points, and it’s true that the more rating points a show posts the more viewers it has. The actual meaning to an advertiser is much more important. Each rating point is one percent of the total TV audience in the market. For example, if there are 100,000 potential TV viewers in a market, one rating point means that 1,000 of them were watching. The more rating points a station delivers for a TV spot, the more people are exposed to its offer.
Just ahead of summer, an ad for the Slice Mango drink has taken the No. 1 spot on the ad reach index, a measure of brand awareness and recall among viewers, scoring 80 points to beat the second-placed Vodafone ad by a single point. The other Zoozoo ads on the list are ranked fourth, fifth, sixth and eighth.
The Slice Mango ad tops the diagnostics index too with 78 points, three points ahead of the second-ranked Vodafone ad.
Overall, ads in February haven’t scored as high as those in January, when an Idea Cellular ad topped the charts, clocking 84 on both the reach and diagnostics indices.
SLICE MANGO DRINK
Bang Bang Films
The “sweetness” of the “wait” for a ripe mango is the focus of this top-scoring ad. It features actor Katrina Kaif holding up a raw mango, waiting— and waiting—for it to ripen, and in sheer heaven when it does. The pure pleasure of mango—and Slice Mango. The tag line: Sabr ka Phal Meetha Hota Hai (quite literally, in this case, the fruit of patience is sweet).
TOP TELEVISION ADS IN FEBRUARY
Slice Mango drink
Vodafone 3G national
Lay's chips/Magic Masala
Vodafone 3G national
Vodafone 3G national
Vodafone 3G national
Idea/national
Vodafone 3G national
TVS Wego
Lay's chips
The ads were evaluated on the basis of likeability, enjoyment, believability and claim.
The highest rated ad Slice Mango drink got the following stats:
Likeability - 82
Enjoyment - 81
Believability – 75
Claim – 75