Perfect Monitoring Services is bringing in a specifically designed media metric portal, http://cricket.perfectmonitoring.com, which would deliver basic and analytic reports based on advertisements aired during the upcoming cricket broadcasts. The portal would offer customised and specially designed information solutions to both the advertisers and broadcasters. Beginning with the Asia Cup, the scope could be subscribed singly or as a combination with Holland Cup and ICC Champions Trophy. The reporting extends to diverse transactions such as ads, supers, credit lines, promos, category and more.
According to a Perfect Monitoring official, this is the first time that a focused portal has been developed, purely for the purpose of genre wise reporting and data generation. The entire application would be mobilised through the ad monitoring system deployed by the group. And, reports would run through dynamically updated data and could be accessed by advertisers, broadcasters and media agencies.
Says Rajendra J Prasad, Head, Strategy and Communication, Perfect Monitoring Services, “Cricket as you would agree, generates interest amongst various sections of the Indian viewers. Apart from being a great platform for unleashing brand campaigns, it’s the single-source content, which garners huge revenues for broadcasters. The portal would be available to the subscribers from the July 16 (the day Asia Cup starts), while our marketing activities are falling into gear from now onwards. We are approaching various broadcasters to support this initiative, one of which is SET MAX.”
Prasad adds, “Audit analysis and group reports are going to be provided, using a combination of data feeds. Since the entire procedure is application driven, we can extend the service to more cricket events as the time approaches. As with Euro 2004, there are media research companies which come up with information solutions, we felt that there was scope to incorporate something of the kind for India as well. This would be the first time in India that such a focused portal has been developed for media reporting.”
Since TAM provides most of the answers as far as data is concerned, and agencies are already in the game of analysing and preparing detailed reports for clients, where lies the scope for Perfect Monitoring to make a mark? Prasad explains, “The ingenuity lies in the fact that it’s a completely focused approach to one particular genre and lends all possible answers, as far as cricket is concerned. A focused approach is what differentiates us from the rest. Most of the information which would be uploaded would make the media agency’s job far easier as well.”
While right now, the portal begins with the Asia Cup, Holland Cup and ICC Champions Trophy, it could be extended to other cricket offerings as well. If the demand so exists, the Natwest Trophy could also be included.