MxMIndia

Tag: Day After Cricket

  • In the Ormax Media study, Vodafone, Pepsi, Coca-Cola & Hero Honda were the most recalled brands in IPL 4. Which brands will lead in IPL 5?

    Brand race as Ormax study reveals Day After Cricket recall

    By A Correspondent

     

    According to Ormax Media’s Cricket Advertising Recall & Effectiveness research – Day After Cricket (DAC), the top recalled brands during IPL 4 were Vodafone, Pepsi, Coca-Cola, & Hero Honda.

     

    Ormax Media released topline findings of Day After Cricket for IPL 4, while announcing the launch of the research for IPL 5. The table below lists the top brands recalled by the viewers in the day-after recall research conducted during the fourth edition of the IPL.

     

     

    Top 10 Brands Recalled (IPL 4)
    Rank Brand
    1 Vodafone
    2 Pepsi
    3 Coca Cola
    4 Hero Honda
    5 Airtel
    6 Tata Docomo
    7 Kingfisher
    8 Idea
    9 Volkswagen
    10 Nokia

     

     

    The top 10 most liked campaigns or promotions in IPL 4 are listed in the table below.

     

     

    Top 10 Most Liked Campaigns (IPL 4)
    Rank Brand
    1 Vodafone
    2 Cadbury Dairy Milk
    3 Coca Cola
    4 Tata Docomo
    5 Volkswagen
    6 Thums Up
    7 Glucon D
    8 Hyundai
    9 Hero Honda
    10 Kingfisher

     

    Top 5 innovations with the highest brand recall for the sponsor were Karbonn Kamaal Katch, Maxx Mobile Strategic Time Out and Kingfisher Third Umpire Decision, Kingfisher Fair Play Award and DLF Maximum respectively Day After Cricket for IPL 5 will be conducted in two phases. The first phase involves daily day-after tracking of Ad Recall, Ad Likeability & Innovation Sponsor Recall. The second phase is the post-event association effectiveness measurement phase, customized for a brand.

     

  • Ormax Media has announced the launch of the 3rd edition of its Cricket Advertising Recall & Effectiveness research – Day After Cricket (DAC), for brands advertising on IPL 5.

    The Day After Cricket – Ormax survey of viewer recall

    By A Correspondent

     

    Ormax Media has announced the launch of the 3rd edition of its Cricket Advertising Recall & Effectiveness research – Day After Cricket (DAC), for brands advertising on IPL 5. DAC was launched in 2010 for IPL 3. In 2011, the research was conducted for IPL 4 and the Cricket World Cup.

     

    Day After Cricket research has two components. The first one involves day-after tracking, available as bi-weekly syndicated reports to advertisers and media agencies over the seven-week long duration of the tournament. This phase of research will be conducted across the six metros, covering more than 2100 IPL viewers over the course of the tournament.

     

    The second phase of DAC is post-event research customized to the brand’s requirements and target audience. In this phase, the impact of IPL on the brand’s equity will be determined, by measuring the difference in the performance of the brand on key attributes amongst viewers and non-viewers of the tournament. An advertiser can opt for either or both phases of the research, depending on its objectives.

     

    Speaking about DAC, Shailesh Kapoor, CEO – Ormax Media, said, “From a research perspective, there are two key deliverables in big ticket cricket advertising – Recall & Equity Impact. Recall needs to be monitored to understand if the brand has managed to stand out in the clutter. Equity Impact is the long-term influence of the campaign, measured in a way that nullifies the role of all other media or promotions, thereby isolating the specific impact of IPL on the brand.”