Yeah, your TVC has been running. But is your target audience aware it’s running?

Adtrack is a quantitative research study that takes the guesswork out of the question. It will give you a firm verdict on your advertisement by measuring liking, message take-out, and brand linkage. The model also analyses how far any commercial deviates from category norms.

Length of Tracking

Each ad is tracked for a period of six weeks. The tracking process starts two weeks after the ad’s first run.

How to measure an ad’s awareness

Verified Noting (Awareness)

Simply seeking to establish the level of awareness for each advert tested isn’t enough. Consumer Insight also asks the respondents to “play back” the advert they claim to remember. Since Consumer Insight views and transcribes all adverts that are tracked, we can confirm that a respondent has actually seen the commercial.

Absolute Noting Norms – By ad length

The chart below shows the average noting/awareness levels of ads with different lengths referred to as absolute noting norm. In the graph, TV commercials generally tend to have higher noting levels compared to radio commercials. 21-30 second commercials, for instance, have an average noting of 11.5% on TV and 7.7% on radio.

Ad Liking
Respondents who verify a commercial are asked to rate it on a scale of 1 to 10 based on how much the commercial appeals to them.

Average Liking score by Ad Length

The liking of all the commercials that we have tracked thus far have been analysed and the chart shows the average liking scores by ads with different lengths.

All commercials on both radio and TV score an average of 6.7 out of 10 in terms of liking. It means that if an ad’s average score is below 6.7, then it is performing below the norm.

Message Take-out

To know if your advert communicates the intended message, each respondent is then asked to state clearly what he/she believes is the ad’s main message.

Brand Recognition and Linking

After tracking an ad for six weeks, Consumer Insight submits it for Brand Linking. In this phase, respondents are asked to link the advert back to the brand - by playing back the advert while omitting the brand name. Tough? Not for adverts with strong branding. Respondents are then asked to name the brand or organization advertised.

The chart shows that when the commercial for brand X was played back to the respondents, 53% could not remember seeing it. Out of the 47% who could remember it, 94% correctly linked it to brand X showing that the brand has very strong branding that contributes to the high brand recognition scores.