Financial Daily from THE HINDU group of publications
Tuesday, May 28, 2002
Financial Daily from THE HINDU group of publications Tuesday, May 28, 2002 |
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Marketing
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Marketing Research Coke, Pepsi cross swords over ad ratings too Ratna Bhushan
NEW DELHI, May 27
WHICH is bigger? The star power of Aamir Khan or that of the Big B and Sachin Tendulkar put together? The soft drinks slugfest has taken another interesting turn, with both Coca-Cola India and PepsiCo claiming better recall and higher ratings for their respective `ads of the season'. While PepsiCo's biggest ad this season has been that of Amitabh Bachchan-Sachin Tendulkar's kite-flying jaunt, Coca-Cola's most popular commercial for Summer 2002 has been Aamir Khan's oafish `thanda matlab Coca-Cola' act in a pedestrian Mumbai restaurant. Business Line has the ad ratings for the month of April for both these commercials, from both market research agencies ORG-MARG, which Coke uses, and IMRB, whose figures Pepsi uses. According to ORG-Marg's weekly Ad Track study based on spontaneous ad recall, Aamir's `thanda matlab...' film has scored over Pepsi's Amitabh-Sachin kite-flying commercial, for the month of April. In the week ended April 5, Coke's thanda ad scored 7.2 points against Pepsi's AB-Sachin ad with 3.0 points. In the week ended April 12, Coke's ratings were 8.9, with Pepsi getting 4 points. For the week ended April 19, Coke's ratings were 10.9, versus 5.9 of Pepsi. For April 26, the ratings were 12.5 (for the thanda... ad) and 8.2 (for the AB-Sachin ad), while in the week ended May 3, the thanda film scored 14.1 points, while the AB-Sachin film scored 9.3 points. The ORG Ad Track spans 17 cities, and its respondent profile covers 12-49 year olds, across viewers from SEC A, B, C and D households, with an equal proportion of males and females. One thousand different respondents are interviewed every week. However, according to IMRB's Perception Analyser System (PAS), for the month of April, Pepsi's AB-Sachin film was ahead of Coke's thanda commercial. Tested across four cities with a respondent profile of 15-to-30-years-olds, Pepsi's AB-Sachin film scored 93 points out of 100 on the likeablity factor, while Coke's Aamir film managed 89 points. On the purchase intent parameter, Pepsi's AB-Sachin ad scored 75 points, while Aamir's thanda act scored 68 points, according to IMRB.
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