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Prime Time or Missed Chance? Evaluating TVC Effectiveness and Consumer Appeal
Research Objectives
TVC Check Study
Evaluate the film on key parameters such as appeal, enjoy-ability, comprehension, relevance, role of brand, fit with brand amongst other attributes
Approach and Methodology
Focus Group Discussions
With 8 Respondents
Lasting up to 90 minutes
At a central venue
Sample Size: 12 FGDs
Market: Delhi, Mumbai, Bangalore & Kolkata
Target Group
Male
NCCS A/B
18-35 years
College Students/ Early Jobber/ Mature Adults
Usership
Airtel, Vodafone, Idea and Jio Users
Students + Early Jobbers: Prepaid users
Mature Adults: Prepaid + Postpaid users
4G handset users [half of the group to be on 4G, rest on 2G/3G]
Students
Monthly mobile spends of more than INR 300
Heavy mobile internet users – use more than 2 GB per month
Early jobbers
Monthly mobile spends of more than INR 500
Heavy mobile internet users – use more than 2 GB per month
Mature adults
Monthly mobile spends of more than INR 500
Heavy mobile internet users – use more than 2 GB per month
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