India's journey may have ended last Sunday in the cricket world cup finals but the ad professionals job is far from over! In fact, it's more interesting now! It's time to evaluate the euphoria generated during the world cup in real terms. Hence, exchange4media undertakes a series of analysis on the exposure to different brands and clients, and TV channels' performance during the event. The analysis is based on the data provided by Time Monitoring Service.

On Ground Signage
This particular aspect of the exclusive study is based on the data captured during the 2 semi-final and 1 final matches. Lately, there has been a growing trend towards using 'On Ground Signage' as a mean to gain visibility on TV. In the cricket world cup 2003, through different forms of on ground signage mainly Perimeter Boards, Presentation Backdrop and Pitch Mats, the brands like LG and Pepsi together managed to grab viewer's attention on TV for 10,766 seconds in just 3 matches. The ad spots for similar duration would have costed them around Rs.13 crore! (Going by the market spot rate of Rs.1.20 Lac per 10 seconds)

Leading the pack in terms of brand exposure was LG which got visibility for 3476 seconds with 20.75% share of the total exposure through on ground signage. Pepsi followed it closely with figures of 3194 seconds and 19.06%. In addition with this exclusive exposure, LG and Pepsi got an additional combined exposure for 4096 seconds with 24.45% share of the total exposures. Hero Honda came third with 2344 seconds long visibility giving it 13.99% of the overall exposure.

The term 'On Ground Signage' includes advertising through 15 different signages. But the most important form, from the brand's perspective, proved to be Perimeter Boards which garnered a total visibility for 6903 seconds claiming a major share 41.20% of the total exposures. The next important signage was Presentation Backdrop with 4264 seconds exposure on TV responsible for 25.45% of the overall exposures. The Pitch Mats also proved to be quite useful giving exposures for 3331 seconds with 19.88% share of the total exposures.

If we look at the share of brands in each signage category, again LG, Pepsi and Hero Honda hogged the major share. LG and Pepsi got maximum exposure through Perimeter Boards, Pitch Mats and Presentation Backdrop whereas Hero Honda got the visibility through Perimeter Boards and Presentation Backdrop.

The data clearly proves that brand marketers and media planners doesn't need to restrict themselves to just TV commercials to build a brand via TV media. Take a cue from LG. The brand figures very low in terms of advertising on TV channels during the world cup but gained maximum exposure on TV by tapping the in stadium advertising route.

Watch out for this space for more exclusive analysis on the data related to the Cricket World Cup 2003.

Related Links:
World Cup 2003 - A sneak preview of the performance of the first weeks of the tournament: Initiative Media Study

Insights on World Cup Cricket 1999

Other Related analysis