IPL: Ormax Media to track ad recall impact

MUMBAI: Ormax Media has announced the launch of the third edition of its Cricket Advertising Recall and 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 customised 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.

Ormax Media CEO Shailesh Kapoor 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.”

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