Campaign Analysis

This study aims at understanding the advertising of Ponds Cold Cream vs. Vaseline for October to December 06 on the following listed in table 1.

The entire campaign for Ponds reached 65% @ 3+ for the target group (CS HW, All India). A look at the schedule of the commercial spots suggest that primary reach drivers for Star Plus were the 8:30 PM to 9:00 PM dayparts and the 10:00 to 11:00 PM daypart on weekdays and 9:00 to 10:00 PM daypart was used for weekends. Insertions on Zee TV were spread across the 7:00 to 11: 00 PM on weekdays and weekends were hardly used. Advertising on Sony was spread across the entire day while 10:00 PM to 11:00 PM slot was largely avoided during weekdays. Weekends were also used but the major skew was on weekday programming. Star One and Sahara One were primarily used in the the 12:00 Pm to 6:00 PM RODP, with insertions spread evenly across various days of the week. Week 40 and 44 were the high points of the campaign and week 45 till week 52 saw almost equal number of spots.

Channel wise breakup of spots and resultant reach is given in figure 3 and figure 5 respectively.

Overall the campaign had a reach of 80% with an OTS of 11.7.

See the schedule of Ponds

The campaign for Vaseline delivered 50% @ 3+ from the channels under study. Zee TV spots were concentrated in 2:00 PM to 5:00 PM and spread across 7:00 PM to 10:00 PM on weekdays and the channel was hardly used during the weekends. Star Plus was used mainly in the 10:00 PM to 11:00 PM daypart on weekdays only. Majority of Sony spots were in the 6:00 AM to 12:00 PM dayparts with rest of the spots spread across 12:00 PM to 7:00 PM. Channels like Zee Cinema, Star One, DD1, Sahara One and Set Max were used for 6:00 AM to 6:00 PM RODP.

Channel wise breakup of spots and resultant reach is given in Figure 4 and Figure 6 respectively.

Overall the Vaseline campaign reached 70% of the target group with an OTS of 6.5

See the schedule of Vaseline