MUMBAI: Media research and consulting firm Ormax Media has launched a proprietary model for brand association measurement. The tool, Mpact, measures the strength of association of a brand with a big-ticket, high-impact media property.

With this tool, Ormax claims that brands and media agencies will now be able to test the effectiveness of their association with high-impact properties across media like sporting event associations, reality shows sponsorships, AFPs, print and television innovations and roadblocks, product placements, co-branded campaigns using this new scientific tool.

Mpact uses consumer data to calculate the Mpact Score which results in a single-number measure of the effectiveness of the association for the brand. This new measurement tool has been developed and tested across more than 50 media associations including Aamir Khan‘s talk show Satyamev Jayate on Star Network channels.

Ormax Media CEO Shailesh Kapoor said, "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, it expects returns that go beyond just the day-after recall of the association. 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."