MxMIndia

Tag: Ormax Media

  • Mpact can be used by brands and media agencies to test effectiveness of their brand’s association with high-impact properties across media

    Ormax offers tool to measure effectiveness of big media tie-ups

    By A Correspondent

     

    Media research & consulting firm Ormax Media announced the launch of its proprietary model for brand association measurement – Mpact. Mpact is a scientific tool that measures the strength of association of a brand with a big-ticket, high-impact media property.

     

    Mpact can be used by brands and media agencies to test effectiveness of their brand’s association with high-impact properties across media, e.g. Sporting event associations, reality shows sponsorships, AFPs, print and television innovations and roadblocks, product placements, co-branded campaigns, and so on.

     

    In the Mpact model, consumer data is used to calculate the Mpact Score, a single-number measure of the effectiveness of the association for the brand.

     

    Speaking on the launch, Shailesh Kapoor, CEO – Ormax Media: “When an advertiser pays a premium to associate with an impact property such as IPL, KBC or Bigg Boss; takes a false cover on Times Of India; plans a roadblock on a top channel; or associates with a big film such as Ra.One or Bodyguard – returns that go beyond just the day-after recall of the association are expected. Mpact is a simple but powerful method of measuring how effective the association has been for the brand, beyond just a recall score which is extremely transient in nature. In effect, the Mpact Score is a surrogate ROI measure of the association.”

     

    Mpact has been developed and tested across more than 50 media associations by leading brands in various categories, including ‘Airtel presents Satyamev Jayate.’

  • The study was conducted among 6-14 year old kids, SEC ABC, in eight cities – Mumbai, Delhi, Kolkata, Ahmedabad, Hyderabad, Lucknow, Jalandhar and Chennai

    Bheem, Katrina Kaif and Sachin Tendulkar are kids’ favorites, says Ormax Media

    By A Correspondent

     

    As per the sixth edition of Ormax Media’s kids’ favourite character ranking study, Small Wonders, Bheem is the favourite television character among kids, followed by Doraemon at No. 2.

     

    The study also tracks the favourites of kids across nine other parameters. The table below lists the favourites across five parameters:

    Parameter No. 1 Favorite
    Favourite Film Star – Male Salman Khan
    Favourite Film Star – Female Katrina Kaif
    Favourite Cricketer Sachin Tendulkar
    Favourite Sportsperon (Non-cricket) Sania Mirza
    Favourite Hindi GEC Character Anandi (Balika Vadhu)

     

    The other three parameters measured by Small Wonders among kids are their Favourite Sports, Favourite Play Items and Favourite Places to Eat Outside.

     

    The study was conducted among 6-14 year old kids, SEC ABC, in eight cities – Mumbai, Delhi, Kolkata, Ahmedabad, Hyderabad, Lucknow, Jalandhar and Chennai.

     

    The study report gives details on all parameters across age, gender and markets.

     

     

  • MxM India commissioned leading media analysis firm Ormax Media to survey Hindi TV news viewers to find out how they have adapted to the change in name from Star News to ABP News.

    Viewers’ thumbs up to ABP News: MxMIndia – Ormax Media survey of News TV viewers

    By A Correspondent

     

    It’s been a week since Hindi, Bengali and Marathi news channels, Star News, Star Ananda and Star Majha were rechristened ABP News, ABP Ananda and ABP Majha respectively. MxM India commissioned Ormax Media, leading consumer insights and consulting firm, to conduct a survey on news television viewers to elicit their response to the rechristening.

     

    And the findings are overwhelmingly in favour of ABP News: that people are aware of the change, 85 percent feel that the name change is inconsequential and 10 percent even find the new channel better than before! And most importantly viewers seem to be echoing the Star News line with 92 percent of those survey saying other than the name, nothing had changed in the channel.

     

    Clearly, the findings of the survey conducted by Ormax Media indicate that viewers in the chosen target group have adopted considerably well to the rebranding of Star News as ABP News. Commenting on the results, Shailesh Kapoor, CEO, Ormax Media said, “The high awareness for the brand name change is a significant achievement for ABP. They have managed to make a smooth transition. The results tell us that the consumers have taken the name change in their stride comfortably.”

     

    In an interview with MxM India when the name change was announced, MCCS CEO Mr Ashok Venkatramani had remarked that out of the three 24-hour channels set to be rebranded, the Marathi and Bengali channels, Majha and Ananda as suffixes are unique and have grown in popularity and acceptance but the same is not true for the Hindi channel where the suffix is ‘News’ which is a generic term.

     

    Ormax Media conducted the survey on a target audience of males in the age group, 24-44 years in SEC ABC, who are regular Hindi news viewers. With a sample size of 200 respondents, the survey was conducted in 14 markets: Mumbai, Delhi, Pune, Kolhapur, Ahmedabad, Jamnagar, Indore, Gwalior, Ludhiana, Jalandhar, Lucknow, Kanpur, Bareilly and Allahabad.

     

    The findings of the survey, categorized under ‘awareness’, ‘impact of name change’ and ‘any other changes’, are as below:

     

    AWARENESS

    As far as awareness of the change in name is concerned, of the 200 respondents, 83 percent viewers were aware that Star News had become ABP News

     

    IMPACT OF NAME CHANGE

    • When asked what the name change from Star to ABP means to them, for 85 percent of the respondents, the name change was inconsequential to their watching the channel
    • 10 percent of the respondents claimed that they will watch the channel more after the name change stating better logo and better presentation as primary reasons for the preference.

    Some responses from these 10 percent viewers are:

    • “Naya look achcha laga channel ka”
    • “Pehle se zyaada fresh lag raha hai”
    • “Mujhe channel ka naya logo bahut pasand aaya”
    • “Presentation ka tareeka kuchch alag sa laga mujhe achcha laga”
    • “Display achcha ho gaya hai”

     

    And just 5 percent of the respondents said that they will watch the channel less after the name change citing lack of credibility due to absence of the Star brand name as the main reason.

     

    Some responses from this group of 5 percent viewers are listed below:

    • “Star News bada naam hai, ABP kabhi suna nahin”
    • “Pehle ka naam achha lagta tha, abhi ka naam ajeeb sa hai”
    • “ABP mein woh attraction nahin hai jo Star mein tha”
    • “Jab Star News tha toh wahan news sabse pehle aati thi, ab pata nahin kya hoga”
    • “Pehle Star company ka channel tha, abhi lagta hai kisi politician ne le liya hai”


    ANY OTHER CHANGES?

    • When asked if the viewers had noticed any other change in the channel apart from the change in name, 92 percent of the respondents said that nothing else had changed in the channel besides the name.
    • Only 8 percent of the respondents believed that apart from the channel name, brand logo and presentation style had also changed.

     

  • From CIL 9 onwards, Ram Kapoor continues to hold the first position. He is more popular than Priya who is at rank No. 4

    Ram Kapoor continues to be favourite Hindi GEC character : Ormax Media

    By A Correspondent

     

    According to the eleventh edition of Ormax Media’s quarterly study Characters India Loves (CIL), Ram Kapoor (Bade Achhe Lagte Hain) continues to be the favourite character among Hindi GEC viewers.

     

    Bade Achhe Lagte Hain launched on May 30, 2011 and Ram Kapoor entered the CIL July-Aug 2011 track (Edition Eight) at No. 5. His co-star Priya entered at the No. 10 rank. From CIL 9 onwards, Ram Kapoor continues to hold the first position. He is more popular than Priya who is at rank No. 4 in this track.

     

    The favourite non-fiction show characters are Kapil Sharma (Comedy Circus), Raghu & Rannvijay (MTV Roadies) at No. 1, 2 & 3 respectively.

     

    This track of CIL was conducted among 3000+ respondents in six cities – Mumbai, Delhi, Ahmedabad, Lucknow, Indore & Jalandhar, in the 15-44 years age group.

     

  • Ormax Media launches a customized brand health and equity tool for the Indian television and radio industries

    Ormax launches brand track tool for TV & radio

    By A Correspondent

     

    The India n television and radio industries now have their own brand health & equity tool, called Ormax Brand Matrix (OBM).

     

    Launched by Ormax Media, OBM is the first brand-tracking tool customized to address the needs of broadcasters (both television and radio) in India. The product design is based on a mix of qualitative and quantitative consumer research.

     

    Speaking about OBM, Shailesh Kapoor, CEO, Ormax Media said: “There are various conventional models for brand health and equity measurement available in the research industry. However, none of these catered well to broadcaster requirements. Unlike FMCGs, television and radio consumption is very different. There is no monetary consideration, but there is time cost instead. Also, the viewer or listener consumes multiple brands everyday. The broadcasting industry deserves its own brand-tracking model. We are finally ready with OBM, after extensive research and testing over the last two years.” OBM is not only customized to television and radio, it also has custom-made variants for various television genres, such as GECs, movie channels, youth channels, kids, niche channels, and others.

     

    Mr Kapoor added: “More than a research product, we have conceptualized OBM as a strategic framework. If used well, it can enable brands to take sound business decisions based on statistically robust and qualitatively layered consumer evidence.”

     

  • The study was done for five top celebrities and the brands they endorse. The score is a measure of the strength of the association of the celeb with the brand

    Katrina Kaif leads Ormax’s list of top celeb endorsers for Slice ad

    By A Correspondent

     

    Leading Bollywood star Katrina Kaif has emerged as the most powerful endorser amongst celebrities. This was determined by a celebrity-brand association recall study conducted by Ormax Media to measure the brand association of Salman Khan, Kareena Kapoor, Katrina Kaif, MS Dhoni and Sachin Tendulkar with the various brands they endorse.

     

    The table below gives the association score of various celebrities with specific brands. The score is a measure of the strength of the association. 13 brand-celebrity combinations crossed an association score of 15. Katrina Kaif takes three out of the top four slots, with Slice being a clear leader. In contrast, the most popular male Bollywood star today, Salman Khan, has only brand (Wheel) making the cut, though Ormax Media believes this is because Salman remains a very selective endorser and most of his endorsements started only recently.

     

    Brand Celebrity Association Score
    Slice Katrina Kaif 45
    Boost Sachin Tendulkar 32
    Lux Katrina Kaif 28
    Veet Katrina Kaif 25
    Pepsi MS Dhoni 23
    Limca Kareena Kapoor 23
    Head & Shoulders Kareena Kapoor 21
    Lays MS Dhoni 21
    Pepsi Sachin Tendulkar 18
    Aircel MS Dhoni 17
    Boroplus Kareena Kapoor 16
    Olay Katrina Kaif 16
    Wheel Salman Khan 16

     

    The study was done among a total of 1000 respondents across 16 markets. TG was Males and Females, 15-34 yrs. Ormax Media plans to cover other celebrity endorsers such as Shahrukh Khan, Akshay Kumar, Priyanka Chopra and Virat Kohli in the next round of the celebrity association track.

     

  • The much-loved character has leapfrogged from being a mega-hit on Pogo to merchandising and the big screen

    The not-so-chhota success of Chhota Bheem

     

    By Tuhina Anand

     

    Chhota Bheem, the nine-year old boy and his small group of friends – Raju, Chutki and Jaggu (the talking monkey), have been having a dream run on Pogo. Launched in 2008 on the channel, the character of Chhota Bheem has gone on to become immensely popular and we have seen the character move to the bigger screen with Chhota Bheem movie and there is no dearth of merchandise based on his character, including comic book, tee-shirt, fun puzzles, bags, bean bag, toys and more.

     

    Krishna Desai

    Talking about the popularity of the show, Krishna Desai, Director Content, Turner International India Pvt. Ltd, said: “Since its launch in 2008 on Pogo, Chhota Bheem became an overnight success. Today, Chhota Bheem holds several titles to its credit including being ‘Kids’ Favourite TV Character’ (Ormax Media 2011 Report). In addition to other popular shows like Mr Bean and Kumbh Karan, Chhota Bheem has helped Pogo sustain its No 1 since 2011. In fact, this year, the premieres of ‘Chhota Bheem: Dholakpur to Kathmandu’ movie in March and ‘Chhota Bheem aur Hanuman’ movie in May, were the number 1 programs across all channels.” (Source: TAM, All India , 4-14 yrs, 12:00-13:30, March 25 and May 1, 2012)

     

    However, TAM data for the period of April 15-May 12 (CS 4-14 yrs, all India market, excluding feature films shown on kiddie channels) shows that for the channel share, one sees a fluctuation between Pogo and Disney for the top slot where in week 18, Pogo has a share of 25.5 as opposed to 20.4 of Disney. In week 19, Pogo is at 21.2 while Disney has jumped to 24.6.

     

    Giving his take on the popularity of Chhota Bheem and Doraemon, Karthik Lakshminarayan, COO, Crest (Madison Media), said: “Be it Chhota Bheem or Doraemon, both are exceedingly popular in the kids genre. Even for the top slot there is a tussle between both the shows. The popularity works well for the advertisers as well as the channel. However, if one were to look at superior production quality then Chhota Bheem scores over Doraemon as the latter seems dated.”

     

    While Doraemon might seem dated, there is no lacking in its popularity. The show runs on Disney as well as Hungama almost round the clock. Same is the case with Pogo, where Chhota Bheem and its repeats are shown numerous times during the day. Mr Desai, talking about this strategy said: “Normally, most shows face the issue of fatigue over a period of time. But in the cases of popular shows like Chhota Bheem, this factor is not applicable. When any show is launched there is a novelty factor which draws in new audiences. Thereafter, the true test of success begins. If kids like the show, they will tune in to watch their favourite episode over and over again. Over a period of time, kids tune-in to pre-empt the dialogues or even sing along with the theme song, making them feel like a part of the toon world. Also, the non-sequential flow of episodes helps to steer clear of boredom.”

     

    “Being a pioneer in the kids’ genre, we have done in-depth studies analysing the viewing patterns of kids between the ages of 4-14 years so as to effectively target our core TG. Basis these studies we decide the schedule for our channels. The second factor taken into consideration is to ensure that the scheduling of both our channels (Cartoon Network and Pogo) complement each other and don’t eat into each others share. We also consider the competition and other TV genres scheduling while lining up our shows,” he added.

     

    Some of the other popular shows on Kids channel include Kumbh Karan on Pogo, Roll No 21 on Cartoon Network, the Suite Life of Karan and Kabir on Disney, Art Attack again on Disney, Ninja Hattori on Nick, Oggy and the Cockroaches on Nick, Mr Bean the Animated Series on Pogo and Tom and Jerry Show on Cartoon Network.

     

    However, the success of Bheem lies in the fact that it’s an indigenous animated series created by Green Gold Animation Pvt. Ltd, based in Hyderabad. As Mr Desai of Pogo pointed that what stands out about the series is the strong story and characters. Although it is based in the mythical and timeless village of ‘Dholakpur’, the characters are very relevant to the mannerisms of kids today. Thus, kids relate to the characters and aspire to be like them be it a superhero or a best friend. “Yes, we did anticipate the show to do well but we all have been happily surprised at how phenomenally well it is doing,” said Mr Desai.

     

    With the success of Chhota Bheem, came its movies that Pogo co-produced, the recent one being Chhota Bheem and the curse of Damyaan which was released last Friday.

     

    Source: TAM Media Research, TG: CS 4-14 yrs, Market: All India, Period: Week 16 to 19 (Apr 15 to May 12), 2012 *Note : The analysis excludes Feature films aired on Kids channels

     

    Some of these movies were aired in 2011 on Pogo and the channel has a more aggressive strategy for them in 2012, wherein they will showcase one new movie every alternate month. In March, Pogo aired ‘Chhota Bheem: Dholakpur to Kathmandu’ and in May premiered ‘Chhota Bheem aur Hanuman’.

     

    Also seeing the popularity of other supporting characters in the show, like Bheem’s best friend Raju, Pogo  create a successful spin-off movie on him called ‘Mighty Raju’ in 2011. Sequels to Mighty Raju will also be seen in 2012. Its online success can be gauged from the fact that on www.pogo.tv, there are 700+ games on the site out of which Chhota Bheem enjoys a majority.

     

  • In the Ormax Media study, Vodafone, Pepsi, Coca-Cola & Hero Honda were the most recalled brands in IPL 4. Which brands will lead in IPL 5?

    Brand race as Ormax study reveals Day After Cricket recall

    By A Correspondent

     

    According to Ormax Media’s Cricket Advertising Recall & Effectiveness research – Day After Cricket (DAC), the top recalled brands during IPL 4 were Vodafone, Pepsi, Coca-Cola, & Hero Honda.

     

    Ormax Media released topline findings of Day After Cricket for IPL 4, while announcing the launch of the research for IPL 5. The table below lists the top brands recalled by the viewers in the day-after recall research conducted during the fourth edition of the IPL.

     

     

    Top 10 Brands Recalled (IPL 4)
    Rank Brand
    1 Vodafone
    2 Pepsi
    3 Coca Cola
    4 Hero Honda
    5 Airtel
    6 Tata Docomo
    7 Kingfisher
    8 Idea
    9 Volkswagen
    10 Nokia

     

     

    The top 10 most liked campaigns or promotions in IPL 4 are listed in the table below.

     

     

    Top 10 Most Liked Campaigns (IPL 4)
    Rank Brand
    1 Vodafone
    2 Cadbury Dairy Milk
    3 Coca Cola
    4 Tata Docomo
    5 Volkswagen
    6 Thums Up
    7 Glucon D
    8 Hyundai
    9 Hero Honda
    10 Kingfisher

     

    Top 5 innovations with the highest brand recall for the sponsor were Karbonn Kamaal Katch, Maxx Mobile Strategic Time Out and Kingfisher Third Umpire Decision, Kingfisher Fair Play Award and DLF Maximum respectively Day After Cricket for IPL 5 will be conducted in two phases. The first phase involves daily day-after tracking of Ad Recall, Ad Likeability & Innovation Sponsor Recall. The second phase is the post-event association effectiveness measurement phase, customized for a brand.

     

  • Sony Max has unveiled a new marketing campaign for IPL season 5. The theme 'Aisa Mauka Aur Kahan Milega' uses various relations, making the case that IPL brings people together.

    Sony Max hits a chauka with IPL mauka

    By Rishi Vora

     

    Sony Max has unveiled a new marketing campaign for IPL season 5.

    A series of four TV ads currently running on air capture the pulse of the audience. The theme ‘Aisa Mauka Aur Kahan Milega’ uses various relations – father-son, friends and also relatives – making the case that IPL brings people together.

    JWT is the creative agency that has conceptualised the campaign.

     

    Neeraj Vyas, EVP and Business Head, MAX said, “We set out to create a unique piece of communication for a very unique property, which is the DLF IPL. We at MAX are proud to bring our viewers the ‘mauka’ to enjoy DLF IPL 2012 and we are certain that our communication campaign ‘Aisa Mauka Aur Kahan Milega’ will only take the this tournament to greater heights. The films capture the one emotion that binds our country – the undying passion for cricket everywhere.”

     

    Gaurav Seth, Marketing Head, Sony Max said, “We do a lot of consumer research to gauge the reactions of our audiences. So post IPL 4 we conducted a research with Ormax Media and what we found out was that a lot of people thought IPL was an ‘opportunity’ (mauka, which is the campaign theme) for the whole family to come together (even though they’re not very comfortable together as the ad highlights). Similarly, we found that a lot of kids watch IPL as they have their vacations at that time of the year. Our father-son commercial captures that insight very well, where the son gets a mauka to remind his father that he should go to sleep and not watch IPL as he has office next day…and the commercial where two friends find a mauka to bunk work.”

     

    The TV campaign started on Feb 23. Besides TV, Sony Max will do Press, Outdoor, Radio, Activation in malls, Digital etc. Print campaign will start as the launch date nears, alongwith Radio.

     

    “This year you will see a very large amount of noise being created by all stakeholders of the IPL – the franchises and the BCCI. As far as our campaign goes, it’s a complete 360 campaign. We will close our deals with various media service providers next week. I’m sure that IPL will be the most talked about event on TV with all the campaigns running in full swing,” he added.

     

    The channel has not announced exclusive media partnerships as it aims to broadbase its reach across demographics and geographies in India.

     

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  • Ormax Media has announced the launch of the 3rd edition of its Cricket Advertising Recall & Effectiveness research – Day After Cricket (DAC), for brands advertising on IPL 5.

    The Day After Cricket – Ormax survey of viewer recall

    By A Correspondent

     

    Ormax Media has announced the launch of the 3rd edition of its Cricket Advertising Recall & Effectiveness research – Day After Cricket (DAC), for brands advertising on IPL 5. DAC was launched in 2010 for IPL 3. In 2011, the research was conducted for IPL 4 and the Cricket World Cup.

     

    Day After Cricket research has two components. The first one involves day-after tracking, available as bi-weekly syndicated reports to advertisers and media agencies over the seven-week long duration of the tournament. This phase of research will be conducted across the six metros, covering more than 2100 IPL viewers over the course of the tournament.

     

    The second phase of DAC is post-event research customized to the brand’s requirements and target audience. In this phase, the impact of IPL on the brand’s equity will be determined, by measuring the difference in the performance of the brand on key attributes amongst viewers and non-viewers of the tournament. An advertiser can opt for either or both phases of the research, depending on its objectives.

     

    Speaking about DAC, Shailesh Kapoor, CEO – Ormax Media, said, “From a research perspective, there are two key deliverables in big ticket cricket advertising – Recall & Equity Impact. Recall needs to be monitored to understand if the brand has managed to stand out in the clutter. Equity Impact is the long-term influence of the campaign, measured in a way that nullifies the role of all other media or promotions, thereby isolating the specific impact of IPL on the brand.”

     

  • The Indian Broadcasting Foundation has released an in-depth report on the Socio-Economic Impact of Television at FICCI Frames 2012 which shows how television helps viewers live better lives.

    @FICCI-Frames 2012: TV influences life: IBF study

    By A Correspondent

     

    The Indian Broadcasting Foundation (IBF) has released an in-depth report on the Socio-Economic Impact of Television at FICCI Frames 2012. The IBF has conducted an extensive research in 3 phases to measure the impact of Television on Indian viewers. In the first phase, qualitative research was conducted across 20 focus groups to identify various forms in which television impacts the audience. This information was used to design the questionnaire for the second phase of the research, in which 5400 respondents were interviewed in the 7-60 years age group across 18 cities. They opined on 54 different attributes that encompassed the impact of television on their lives. The third phase of the research was a set of 25 in-depth interviews that amplified the learnings of the previous two phases. This enormous study spanned across 6 months. The research was facilitated by Ormax Media.

     

    The research findings are published in a formal documentthat is aptly named ‘Posi-TV-ity’. This in-depth report bears testimony to the overwhelmingly positive impact of television on audiences across the country.

     

    Uday Shankar, President, IBF emphasized, “Posi-TV-ity showcases the wide-ranging impact of Television beyond its conventionally understood & accepted role of being an entertainment destination. Today, television has moved ahead to offer more… a lot more. It in fact impacts the way India thinks and lives. Its impact on the socio-economic fabric of our country is indelible”.

     

    Today, television gone beyond entertainment and has become a medium that influences public opinion and stirs up sentiments. Everything that one sees on television has an impact and to measure that impact, this extensive study has been conducted by IBF. In this process of understanding the impact, the study has shattered several myths associated with television that were created due to stereotypes associated with it.

     

    In particular, Posi-TV-ity identifies 7 key roles that television plays in the life of a viewer. The study validates and substantiates these roles and impact of television in the country:

     

    Education – Respondents agreed that TV has helped them take more informed career decisions, financial decision and also learn new things that they could apply to their jobs.

     

    Personality Development – Viewers agreed that TV boosted their confidence, helped them become all-rounders and also widened their thinking.

     

    Social Interaction -Audience today feel that TV has helped them in having a better relationship with in-laws, keeping families together in today’s changing world, and strike a balance between Indian culture & westernization.

     

    Exposure – Viewers feel TV keeps them updated on the latest fashion & trends, latest products and also aids their purchase decisions. TV also keeps them informed about health related issues.

     

    Awakening – Respondents felt TV increases awareness of women’s rights, social issues, and rights as a citizen of India as well.

     

    Opportunity -It is widely believed that TV also gives opportunities to people from all over the country to showcase their talent, makes viewers feel closer to celebrities!

     

    Rejuvenation – Many viewers feel that TV makes sure that there is not a single boring or dull moment in their lives.

     

    Shailesh Kapoor, CEO, Ormax Media Pvt Ltd added, “The role television plays in the life of the Indian viewer is grossly underrated. This research identifies seven distinct roles of television, beyond entertainment. Each of these roles have a deep socio-economic or psychological connect with the viewers’ life. The research offers a new way of looking at the medium, in context of today’s India.”

     

  • The ranking of the top 10 favourite Bollywood films of 2011 was derived basis the 'Word of Mouth' (WOM) score of the film, using data collected through consumer research throughout the year

    Singham voted as the Best Film of 2011: Ormax Media

    By A Correspondent

     

    According to Ormax Media’s consumer based year-end report – Front Page 2011, Singham is the most favourite film of Bollywood audiences in 2011. Zindagi Na Milegi Dobara and Rockstar complete the top three favourites.

     

    The ranking of the top 10 favourite Bollywood films of 2011 was derived basis the ‘Word of Mouth’ (WOM) score of the film, using data collected through consumer research throughout the year.

     

    The WOM score represents the percentage of audiences who liked the film enough to recommend it strongly to their friends.

     

    While box office business is heavily influenced by the opening weekend of a film, the WOM score reflects the audience feedback on the content alone, irrespective of the marketing or the distribution of the film. The table below lists the Top 10 favourite films of 2011, as decided on the basis of WOM score.

     

     

    Rohit Shetty’s Singham, starring Ajay Devgn in the title role, had a significant lead over the more multiplex-skewed Zindagi Na Milegi Dobara and Rockstar. The next three positions were also occupied by the big grossers of the year, with Salman Khan’s Ready and Bodyguard just a notch ahead of Don 2.

     

    The latter half of the chart consists of more experimental films that lacked a big star. In particular, No One Killed Jessica performed creditably at no. 7. It is the only film in the list that had an opening weekend of less than Rs15 crore, yet found appreciation on the strength of its content.

     

    Commenting on the results, Shailesh Kapoor, CEO – Ormax Media said: “There are various award shows that give away Best Film awards. However, this ranking is based on structured consumer data from more than 32,000 cine-goers acrossIndia. There can’t be a bigger award than this!”

     

    Ormax Media isIndia’s first and only research and consulting firm specializing in the Media & Entertainment industry. It works withIndia’s leading broadcasters, film producers, radio networks, print publications, media agencies, DTH service providers, in the areas of qualitative research, quantitative research and consulting.

     

    Ormax Media is also the owner of 19 proprietary research products that are being used widely across the media industry.