Methodology – Top 20 Ads
The Indian Council for Market Research (ICMR) in association with 4Ps B&M conducted an exclusive market survey to reveal the funniest advertisements of 2012 in the Indian television space. In the first phase of the survey, a list of the top 50 advertisements that were featured in 4Ps B&M for the year 2012 was generated. These advertisements are ranked and rated in the 4Ps B&M Ad Rankings section every month based on four core parameters – creativity, brand recall, levity/concept and cinematography/execution. The final call on the advertisements that score the most on an aggregate basis on these four parameters is taken by the 4Ps B&M editorial team. In the second phase of the survey, ICMR interviewed over 1,200 respondents on a pan-India basis to take their inputs as to which of the top 50 advertisements had the greatest impact on them. The respondents were asked to name the advertisements that were their favourites, considering the parameters of humour quotient in the advertisement, brand recall (top of the mind) and emotional connect that the advertisement could make with the brand’s target audience/end consumer. The highest weigtage was given to the levity factor. The list of advertisements was arranged in a structured format for the respondents to give their feedback. The respondents were chosen by using the simple random sampling technique. Based on the advertisements chosen by these respondents, a final list of the top 20 funniest advertisements of 2012 was generated.
The survey was conducted in the 4 metros of India namely Delhi, Mumbai, Kolkata and Chennai. Approximately 55% of the respondents were male while the rest were female. The respondents were from diverse age groups with 45% of the respondents in the age group of 25-35 years, around 30% of the respondents in the 35-45 years age group and the remaining 25% above 45 years of age. Please note that this final list is completely based on individual perceptions of the people who were interviewed. In addition, what we have brought forward is a listing and not a ranking, because each of these advertisements has been a winner for its respective category/target audience. Also, Good Knight is a notable exception in this listing, since two of its ads have been rated in the top 20 by respondents.
