TAM introduces brand score cards at Asia Cup 2004

MUMBAI: We've heard of cricket match score cards but brand score cards?

That is exactly what TAM Media has introduced with this edition of the Asia Cup (currently being played in Sri Lanka) wherein brand data is updated regularly during the course of each match which in turn gets reflected on a special web page. The brand score card feature will be available for the upcoming cricket tourneys in which India is participating as well.

Additionally, AdEx India undertook a special analysis comparing the first six league matches of the current Asia Cup to the five ODIs aired during the Samsung Cup between India & Pakistan in March earlier this year.



The key findings thrown up by the analysis were:

* Advertising clutter in first six matches of Asia Cup increased by 15% when compared with the first five matches of Samsung Cup

* Average advertising time per match for Samsung Cup was 79 minutes whereas this figure rose to 89 minutes during the six matches of Asia Cup

* Total inventory gone up by 10%, the commercial time bought by advertisers has decreased from 77 to 67 minutes per match, a decrease of 13%.

* The number of brands, company groups and categories advertised were far higher for the five matches telecast during the India Pakistan Samsung Cup

Ample demonstration (not that any was needed really in this particular case) why an exclusive India-Pakistan duel is a hot property with advertisers as very clearly the number of brands, company groups and categories were far higher for the five matches telecast during the Samsung Cup.



Speaking to the man behind this analysis, AdEx Services Brand Manager Satyendra Saxena elucidates, "It was wonderful to give advertisers our normal analysis, which gave them facts about their own performance at a particular series. But this is a definite value addition. The ongoing set of data that we are now providing now addresses not only how an advertiser fared as well as how competition fared, and secondly also gives a reference point whereby one's performance can be judged and justification of ad spends across various series can be analysed."

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