According to Ormax Media’s syndicated study on ICC World Cup – ‘Day After Cricket’ (DAC), Pepsi has emerged as the most-recalled brand advertised (unaided level).
As per the study, the top five brands recalled at an Unaided Level were Pepsi, Vodafone, Airtel, Lay’s and Reliance.
The five brands that scored the highest on Ad Likeability were – Cadbury’s Dairy Milk Silk, Pepsi, Vodafone, Hero Honda and Reebok.
‘Day After Cricket’ is an industry-wide syndicated study that measures the advertising effectiveness on cricket – World Cup 2011 and IPL 4. The track for the study is being conducted daily during the event across nine cities – Mumbai, Pune, Ahmedabad, Delhi, Lucknow, Kolkata, Hyderabad, Bangalore and Chennai. The TG for the study is 15-44 year olds, Males and Females, SEC AB.
The daily and weekly reports focus on Top of Mind recall, Unaided Recall, Ad Likeability and Innovation Association Recall. The mid- and end-tournament reports will focus on macro understanding and analysis of cricket advertising.
Ormax is a research and consulting firm specialising in the entertainment business. Ormax Media’s services include quantitative and qualitative research.