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Domor and TNS launch study to measure effectiveness of cricketing events

15-March-2010
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Domor and TNS launch study to measure effectiveness of cricketing events

Domor Communication Consulting, in partnership with TNS, has kicked off a marketing effectiveness study, termed as ‘Consumer Response to Investment in Cricket’ (CRIC) with the Indian Premier League (IPL) Season 3 taking off.

CRIC is aimed at measuring the effectiveness of cricketing events largely for sponsors/ advertisers who use these events as a marketing platform. CRIC is a large scale consumer research led approach, which will be used on all tent pole cricketing events here on, to measure the impact of these events on brand metrics, including awareness, disposition and imagery. CRIC will use an extensive pre- and post-measurement to isolate the effect of existing brand equity for each event and use comparable markets, audiences and measurements across events to benchmark one versus the other.

The IPL3 CRIC Omnibus, which was kicked off in February 2010, has been subscribed to by some key sponsors of the event – Tata Teleservices, Hyundai Motors, Hero Honda, PepsiCo, Aircel, ITC and Nokia. The IPL research done by Domor and TNS pans across 12 states, with representation from metros and Tier 1 towns, and covers a total 10,000 respondents.

The research product builds on an in-depth understanding of the way cricket is used by marketers and consumed by audiences. Domor plans to integrate viewership data from TAM and sponsorship evaluation data from Repucom to make a meaningful interpretation of the field results. The study captures team popularity and loyalty, too, providing valuable inputs for the franchise owners.

Nitin Jain, Founder-Director, Domor Communication Consulting, said, “When we started Domor, our intent was to do more for the marketer in the area of improving effectiveness of their investment, and this is our first big step in that direction. Investments on cricket are already huge and only getting bigger, so this is a logical place to start. Further, our experience in planning and buying on sporting properties gives us the added understanding and learning critical to embark on a project like this.”

Rema Harish, Founder-Director, Domor Communication Consulting, said, “We believe that exposure is an incomplete metric, it treats these events as mere media properties. In reality, most of these events are marketing platforms, and marketers plan comprehensive activities, launches and communication around them. The true measure of what is working is what it does to the brand – awareness, preference, image and ultimately purchase or use.”

Pooja Passi, Associate Vice President, TNS, added here, “The IPL research done by Domor and TNS is one of its kind, both in terms of depth and width. The study pans across 12 states with representation from metros and Tier 1 towns and covers a total 10,000 respondents. And this makes it the largest IPL research done by any agency.”

CRIC combines the research expertise of TNS and the media expertise of Domor to deliver a product of significant scale across all tent pole cricketing events.

Jain further said, “We have a cross section of large and medium players - on-ground sponsors, on-air sponsors and team sponsors. We are grateful to these marketers for the faith they reposed in us and we are confident that we will be able to unravel some of the mysteries surrounding cricket sponsorships and provide directions for better associations on forthcoming events.”

Domor Communication Consulting Pvt Ltd is a specialist consulting firm set up to help advertisers and allied businesses improve their marketing effectiveness. Domor has no alignment to any advertiser, agency or media owner. The firm has been established in strategic partnership with international domain leader, R3. Domor has assisted marketers in the areas of pitch consulting, strategic media advisory and valuation and measurement of tent pole media properties. Domor’s clients include Ferrero India, John Hopkins Centre for Communication Planning and ZenithOptimedia, among others.

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