Effective Return on Cricket

Ground Signage

Study Conducted During Asia Cup 2004
16 July – 1 August 2004

Conducted By

MAXUS

Table of Contents

1.Effective Returns from Ground Signages - A study. 3

1.1.     Methodology 3

1.2.     Study 4

2.Performance of Different Ground Contacts 5

2.1.     Ground Boards 6
2.1.1.      Ground Boards Performance. 6
2.1.2.      Is Clustering the Trick??? 8
2.1.3.      Placement matters…. 8

2.2.     It is better to be head over heels…..  for LOGO MAT. 9
2.2.1.      Logo Mat Squared…….. 9

2.3.     It’s a Boundary…………. 10

2.4.     All that glitters is not Sight Screen…. 11

2.5.     Stumped………. 12

3.And the winner of the Tournament is……. 13

4.Lets Improve the ROI from On-Ground Investment In Cricket 14

1.   Effective Returns from Ground Signages - A study

1.1.                    Methodology

• Frame by frame the match was analyzed and the following were recorded:

§         Type of contact

§         Duration of visibility

§         Brand

§         Camera shot (long, medium or short)

§         Contact location in the field

§         Clutter

§         Status of Match (Run-up, Bowling, Hit, Fielding, Running Between the Wickets, etc.)

• In addition to this, the replays were recorded separately

 

• A total sample of 8,250 seconds was taken during the Asia Cup (16Jul-1 August ’04) at different times during the match.
• On the basis of sample statistics, an extrapolation was done to arrive at the gross figures for the Asia Cup.
• Data were recorded for 4 brands, viz., IOC, Samsung, Stanchart and Hero Honda.
• The seconds of visibility of any brand was multiplied with the prominence ascertained for different camera shots.
• This figure was further multiplied by the fraction of their brand presence in that particular shot.
• The final number of seconds obtained were the Effective Seconds
• Instances during which the camera was moving have not been considered.
• All values of seconds show the extrapolation for the whole tournament.

 

1.2.                    Study

Visibility of any Contact	1043 seconds
Total Sample	8250 seconds

 

12.64% of the times any of the Ground Contacts was visible.

That amounts to around 53 minutes in a 7-hour match.

 

In a Single Match…

• Total time for a Ground Contact in a match is 3185 seconds
• Total Commercial time on Air is 4000 seconds
• In a Match there are more long camera shots

 

Long Camera shots include more contacts and brands and thus result in more clutter.

2.   Performance of Different Ground Contacts

* The seconds have been extrapolated for the whole tournament

 

§         Ground Boards are the most visible Contacts.

§         On an individual basis, the Logo Mat behind the wicket-keeper was the most visible property.

2.1.                    Ground Boards

• Ground Boards have maximum Brand Recall in cricket match sponsorships.
• 40 to 50 Boards are available on a regular cricket ground.
• 12 are reserved for the Title sponsor.
• 10 are reserved for the Co-sponsor.

 

2.1.1.   Ground Boards Performance

     *The Seconds have been extrapolated for the whole tournament

Per board effectiveness for IOC and Samsung has been much higher

 

             *The seconds have been extrapolated for the whole tournament

 

Most often three boards were visible in a single frame

2.1.2.   Is Clustering the Trick???

 

Brands which had clustered the ground boards were the ones able to reduce Clutter and thus increase Effectiveness.

2.1.3.   Placement matters…

Ground Board Location %age Visibility A 30 B 13 C 21 D 2 E 9 F 26

*The above is independent of batsmen

Boards below the sidescreen and in the F and C area get maximum visibility primarily due to more strokes being played in that area and placement of the cameras.

 

 

2.2.                    It is better to be head over heels… for LOGO MAT

 

The IOC logo mat was put inverted so that it was legible during batting view.

And rightly so...

*The Seconds have been extrapolated for the whole tournament

 

The Logo Mat behind wicket-keeper was 5 times more visible than that behind bowler.

 

2.2.1.   Logo Mat Squared…

 

Logo Mat placed square of the wicket was visible when the match was at a standstill and an aerial view of the wicket was taken...

BUT…

The aerial view always got the detailed scorecard or some kind of analysis imposed on it so it could not get much airtime.

2.3.                    It’s a Boundary…

 

 

The boundary rope in the Square region was visible in short camera focus when the match was at a standstill.

2.4.                    All that glitters is not Sightscreen…

 

The Sightscreen, against common belief, performed badly mainly because:

• Most of the time the mini scorecard or the channel logo overlaid the sightscreen logo.
• Other times the camera shot was either too long or too swift which made the Sightscreen hardly noticeable.

2.5.                    Stumped…

The stumps were visible mostly during replays of spin bowling or when the

batsman was clean bowled.

Visibility of Brand imprinted on the Stumps:

Status	%
Replay	90
Live	10

3.   And the winner of the Tournament is…

Asia Cup 16 July-1August

*The Seconds shown are Effective Seconds and have been extrapolated for the whole tournament

**These are estimated Outlays

Samsung derived maximum benefits from Ground Signages in Asia Cup.

4.   ROI from On-Ground Investment in Cricket

4.1.                     Ground Boards

·        Ground Boards have maximum Brand Recall in cricket match sponsorships.

·        Three Continuous Boards get maximum exposure on screen.

·        Boards below the sidescreen and square of wicket get maximum visibility primarily due to –

§         More strokes being played in that area and

§         Placement of the camera

4.2.                     The Logo Mat

·        Inverted Logo Mats have greater readability

·        The Logo Mat behind wicket-keeper is more visible than that behind bowler

4.3.                     The boundary rope

·        The boundary rope in the square region more visible

4.4.                     Sightscreen

·        Contrary to popular belief, does not perform due to overlapping screen displays like Mini scorecards and Channel Logo

4.5.                     Stumps

·        Matches with more spin bowling overs would get better visibility.