Ormax Media to measure cricket advertising effectiveness with ‘Day After Cricket’
Ormax Media’s new research product, ‘Day After Cricket’, aimed at helping advertisers on cricket events get better ROI, has been welcomed by industry players. However, some media planners that exchange4media spoke to, raised some pertinent points about such studies increasing effectiveness in cricket advertising.
Ormax Media, a research and consulting firm specialising in the entertainment business, has announced the launch of a research product called ‘Day After Cricket’. It is said to be a first-of-its-kind approach towards measuring advertising effectiveness on cricket at an industry wide, syndicated level. Ormax Media will come out with its first study from day one of Season 3 of the Indian Premier League (IPL) and continue throughout the tournament.
The results will be available not only on a daily basis, there would also be weekly analysis, mid-tournament analysis and one towards the end of the tournament, which would help advertisers know the effectiveness of their ads. The daily results are aimed at helping advertisers take corrective measures during the tournament itself.
The study will not be limited to IPL3 alone, similar research would be conducted to measure the impact of other marquee cricket events in the future, like the World Cups, for instance.
‘Day After Cricket’ will measure the recall and likeability of advertising on IPL, including FCT, innovation formats and on-ground presence like signages. As part of the analysis, predictive models and trends will be created, which can then be used by the subscribers of the research for future buying on cricket. The study will be available to advertisers and media planners, as well as sports broadcasters.
The track for the study will be conducted everyday during IPL3 across Mumbai, Delhi, Kolkata, Hyderabad, Indore and Pune. The study will be done through interviews among male and female IPL viewers in the 15-34 age group, SEC AB. A minimum of 1,800 respondents will be interviewed every week, over six and a half weeks.
In conversation with exchange4media, Shailesh Kapoor, Director, Ormax Media, said, “I don’t think there is anything similar available in the industry wide level, wherein advertisers, media planners and even broadcasters can tap into and understand how deeply consumers recall advertising. So, while every advertiser or media planner will have their own learning, there is no consolidated industry wide learning in place and that was the need gap, which we felt needed to be filled. Thus, we decided to begin with the IPL and then will be followed by other big cricket events. Over a period of time, I believe, this will bring a lot of objective to cricket advertising.”
What media planners have to say
Rajneesh Chaturvedi, National Director, MEC Access, explained, “While all the research is welcome, the decision to participate in IPL is taken pretty much in advance. Once you take a decision, and since the tournament lasts for 45 days, a report every day or week will not be able to aid in any course corrections. Most of the advertisers have different objectives, some of them take to IPL so that the brand recall is higher, and for others it is sales-led initiative. The effectiveness of advertising, I believe, can be measured only after the tournament and not on a daily basis.”
R Venkata Subramanian, VP, Lintas Media Group, observed, “If someone is doing a research on effectiveness of advertising in IPL that is always welcome, and I believe, it will help even in the next season, keeping in mind that investment on IPL is huge.”
According to Kunal Jamuar, GM, Madison Media, “At the end of the day, Ormax Media research on cricket advertising will certainly help advertisers, but only if it is day after recall.”
While media planners have welcomed ‘Day After Cricket’ and many feel that such research would help increase effectiveness of cricket advertising, there is also a school of thought that believes that any research undertaken in an event like the IPL would benefit only at the end of the tournament and not on a daily basis.
Ormax Media was founded in July 2008 by Vispy Doctor and Shailesh Kapoor. It is a research and consulting firm specialising in the entertainment business. Ormax Media’s work in the television, film, radio and Internet industries is targeted at one specific purpose - to increase the profitability of its business partners by empowering them with consumer knowledge and strategic analysis. Ormax Media currently partners with STAR India, Colors, Zee Network, NDTV Imagine, Sony, SAB, UTV, Zoom, Big Broadcasting, Zapak, Radio Mirchi, Radio City, MyFM, What’s On India, OTX Hollywood, WSG Motion Pictures and Friday Entertainment.
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