The FINANCIAL — Geocell was named the company with the best TV commercials according to a survey carried out by The FINANCIAL among the business community.
The survey was about the best and most memorable commercials on Georgian television channels and what actually makes TV commercials attractive and interesting for audiences. 100 representatives of the business community between the ages of 18 and 40 were interviewed.
42% of those interviewed believe Geocell’s ads are always unique and distinguishable from others, followed by TBC Bank’s commercials with 24%, Bank of Georgia’s commercials with 16%, Magti – 12%, and Barambo – 6%.
The current most popular TV Commercials
The Geocell ad represented by 877, their latest commercial, was named the current most attractive and effective commercial by 34% of those interviewed, who remarked that the first impression when seeing the ad was that of seeing a trailer for a new Georgian movie and was therefore intriguing.
TBC Bank’s two commercials – Thanks for the Relationship (14%) and -1% Sale (10%) were named the best overall by 24%. Moreover, Bank of Georgia’s New Year commercial dance of Santa and his female companion was liked by 18%. Followed by the Barambo chocolate ad, liked by 12%, the Natakhtari new raffle ad – 9%, Geocell – 4 Girls, Magti and Badagoni (1%).
All time best commercials
In the category of all time best commercial the audience named Geocell’s voice mail ad, when a man can’t stand the voice mail from his mother-in-law and so jumps into an empty pool. 25% named the ad the most remembered of recent years.
The Magti advertisement – Gadmoreke was named the most remembered by 23%, followed by Bank of Georgia’s New Year ad – 14%, the service of furniture transportation 25 60 60 – by 13%, TBC Bank – Thanks for the Relationship – 12%, Bank of Georgia’s lion ad – 7%, Barambo – 3%, Geocell – 4 Girls, Arsi – I want home, and Bali’s first ad all got 1 point.
What makes a good TV commercial?
40% of those interviewed who see an advertisement during a film or programme switch to another channel while 30% watch the ad and wait for the programme to continue. The rest of those interviewed lower the sound (10%), switch off the TV (10%) or even leave the room (10%).
The target group was asked about the effectiveness of TV commercials on their behaviour and what makes the ad memorable. Half of those interviewed said that the concept plays a vital role, followed by the sound track, celebrity endorsement and graphics.
Moreover, the creativity of the ad affects 46% of respondents’ ability to recall a certain TV commercial, followed by the affect of a popular music track (20%), likeability (12%), and frequency of seeing the ad (8%), while celebrity endorsement actually plays the least important role in ability to recall an ad.
In the Georgian TV commercials named by the respondents the majority had famous tracks rather than celebrities. TBC Bank used The Beatles track – all my loving – in its ad Thanks for the Relationship. In addition Natakhtari and Bank of Georgia use famous tracks for their ads. Barambo’s recent ads of chocolate and caramel are associated with the 3D film Alice in Wonderland.
Out of the already-mentioned TV commercials, companies Geocell, Barambo and Natakhtari use famous Georgian actors and actresses for their commercials.
The respondents were asked how they react to the statement “The more times I watch a particular TV commercial, the higher the chance of me buying the product”. 52% of them said they agreed with the statement and this actually led to even more becoming loyal to the company. However 34% said they disagreed with the statement. 8% of those interviewed strongly agreed with the opinion while 6% strongly disagreed.
Rate of watching TV
The rate of watching TV is quite low. 44% of those interviewed said that they watched TV less than an hour a day. The same percentage answered that the frequency of watching TV was 1-2 hours per day. The remaining 12% said they watched between 2-4 hours of TV a day and usually the movies shown at night.