Ormax Media to measure effectiveness of cricket advertising

MUMBAI: In the lead-up to the two big cricketing events, World Cup 2011 and IPL 4, media research and consulting firm Ormax Media has launched its cricket advertising effectiveness research - Day After Cricket (DAC).

DAC is a syndicated cricket advertising effectiveness research, conducted across nine cities, with a sample size of over 15,000 respondents. The research includes two phases – “day-after” tracking during the events and “post-event ad effectiveness research”.

Ormax Media co-founder and director Vispy Doctor said: “Cricket advertising is very cluttered, with more than 100 brands vying for limited consumer attention spans. With huge investments at stake, it becomes important for an advertiser to know if their brand has managed to make an impact, and whether this impact is short-term or long-standing. DAC allows an advertiser to understand if their campaign has delivered on the marketing objectives.”

DAC will take a brand’s performance on various parameters, including ad recall, ad likeability, innovations recall and a series of brand attributes defined as a part of research.

Over 60 brands will be tracked during each of the two events. Data will be reported every alternate day, making the findings directly actionable during the two long events. Subscribers will also get access to post-event analysis, which can be used as inputs into planning for future cricket events.

Ormax Media co-founder and CEO Shailesh Kapoor added: “DAC aims to be the definitive cricket advertising research product in India. It handles every aspect of cricket advertising, including sponsorships and innovations. Very importantly, it isolates the impact of non-cricket advertising, allowing a brand to measure the specific benefits gained from cricket investments. Its model has been tested over several cricket events, including last year’s IPL and the current India-South Africa series. The large scale research aims to be the industry currency on cricket ad effectiveness this year, and the future.”

The study will be available for subscription to advertisers, media planners and broadcasters.

Latest Reads
Dineout launches FIFA contest for fans

India’s premier table reservation platform, Dineout, has just made the 2018 FIFA World Cup more exciting for football fans in India who couldn’t make it to Russia for the games by presenting the ‘Dineout Predict and Win’ contest.

MAM Marketing Brands
Vivel celebrates freedom of choice in new campaign

ITC’s personal care brand, Vivel, has launched its impactful TVC integrating the brand’s philosophy of ‘Ab Samjhauta Nahin’. Vivel believes that being empowered is about having the freedom to make a choice. A choice to be yourself, the way you think, behave or even dress.

MAM Marketing Brands
Saif and Kareena discover Windsor through Airbnb

As more and more people seek newer and unique experiences and getaways, Airbnb has transformed the way people travel.

MAM Media and Advertising Ad Campaigns
Amitabh Bachchan turns uber cool grandpa for Lloyd smart LED TV

After the tremendous success of the AC campaign this year, Lloyd, a part of Havells India Ltd has launched a new TV commercial for LED TVs featuring Amitabh Bachchan as the uber-cool grandpa.

MAM Media and Advertising Ad Campaigns
Baggit launches new campaign with Shraddha Kapoor

Focusing on gender equality and freedom of expression, bag and accessories brand, Baggit has launched its new brand campaign, #PutItOnTheTable.

MAM Media and Advertising Ad Campaigns
Supari Studios creates campaign for Clinique’s popular product, Moisture Surge

Award-winning agency Supari Studios produced the latest campaign for Clinique for their popular product, ‘Moisture Surge’.

MAM Marketing MAM
Yardley launches new range of floral perfumes

MUMBAI: Yardley, a heritage personal care brand from Wipro Consumer Care and Lighting has launched an array of daily wear perfumes. The Modern Indian Woman, who is a perfect amalgamation of beauty, confidence, and elegance, inspires this contemporary range of Eau De Cologne from The House of...

MAM Marketing Brands
Kotak Mahindra Bank launches campaign with Ranveer Singh for 811 account

MUMBAI: Kotak Mahindra Bank has launched its 811 campaign - #IndiaInvited. The campaign features Bollywood actor Ranveer Singh along with people from all walks of life, across age, gender, profession, religion, physical appearance, including an acid attack survivor, among others.

MAM Media and Advertising Ad Campaigns
Need for condom brands to target the rural audience

MUMBAI: Sex is perhaps the most rampant taboo in India. Despite the economic and technological advancements, sexual discourse in the country is yet to witness a significant evolution. From sex education in school to conversations at home, the country in a sense continues to avoid addressing the...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories