Mumbai: Media insights firm Ormax Media will be conducting a syndicated research to measure the impact of sponsorship and advertising on the brand partners of IPL 6.

The research called ‘Ormax Trac20’ will be conducted across 9,000 respondents in three phases – pre-IPL, during the IPL and post-IPL – for the sixth edition of the tournament this year.

‘Ormax Trac20’ will track the advertising recall and effectiveness for IPL 6 advertisers who subscribe to the research. This will be done through a series of parameters, such as ad recall, ad likeability, innovations sponsorship recall and brand imagery impact.

The study will measure key perceptions of IPL, such as team loyalty and viewing behaviour. Additionally, early subscribers will be allowed to add customised question to the track to suit their specific requirements.

Ormax Media CEO Shailesh Kapoor said, “Ormax Trac20 is by far the biggest IPL research India has ever seen. It can be used by brands to measure the effectiveness of their association with IPL 6 at various levels, allowing them to take business decisions to optimize their high investments in IPL, both during the course of IPL 6 as well as for future seasons. The research is relevant for all advertiser types, be it ground sponsors, television sponsors or spot-buy driven advertisers.”

The research will be conducted in the nine home markets for the franchisees, namely Mumbai, Delhi, Chennai, Hyderabad, Bangalore, Kolkata, Pune, Chandigarh and Jaipur.