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Only long term association with a cricket property works: A LODESTAR Media Study

15-July-2002
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Only long term association with a cricket property works: A LODESTAR Media Study

Big cricket events like ICC Knock Out and World Cup present big opportunity. But opportunities come with riders attached. With a number of brands spending mega bucks on cricket, do viewers recall the commercials? Are associations with various cricket properties like 'replay bug' and 'master blaster' meeting objectives?

This LODESTAR Media study - 'How Cricket Works' finds out.

How Cricket Works
A LODESTAR Media Study
Let us look at how the advertising on a cricket match works. The construct of cricket buys includes two components: On air as well as off air buying. Even in the on air advertising section, there are spot buys as well as sponsorships. While it is easier to gauge the planning and buying effectiveness of on air spot buys, the response as regards the off air advertising and sponsorships is hard to evaluate for the media planners and buyers.
An advertiser may spend a lot of money for sponsoring a property, but it might just happen that the target audience does not notice it or is not able to relate it with the game.

To overcome this limitation, we at Lodestar Media planned a market research to gauge the recall levels of the cricket lovers as regards the various properties and their association with the brands that were advertising during the series. In simple words, how much does a person watching a cricket match remember the advertisements that were seen during the matches and the brands that sponsored the various properties? What does it take to make an association with the game and to capture a place in the mind of the customers?

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