MxMIndia

Tag: Hansa Research

  • Hansa Research's IPLomania, a syndicated nine-season study on team loyalties and its impact on brand recall, throws up some interesting data

    Just why is IPL such a rage?

     

    By Anuka Roy

     

    It was the summer of 2008, every sportslover (rather cricketlover) was introduced to the Indian Premium League (IPL). IPL was an instant rage. If Twitter was popular back then, IPL would have definitely been a trending topic for weeks or even months. The excitement around the fact that players of different countries would now be teammates was another high point for this tournament. However, IPL as a brand has courted many controversies and criticisms in the past few years. But, how has it fared in its nine year journey?

     

    To answer this, Hansa Research released IPLomania,  a study on the nine seasons of the IPL which reveals interesting correlations between team loyalties and its impact on the recall value of the sponsoring brands.The study which started in 2008 (IPL – Season 1), completes nine years, covering 11550 F2F (face-to-face) CAPI (computer assisted personal interviewing) Interviews, panning 10 towns covering SEC ABC, hard-core IPL viewers, of age group 12+, this season, threw up some interesting data.

     

    Talking to MxMIndia, V Sudarshan,Vice President of Hansa Research explained the idea behind the study, “Initially when we started doing the study around the beginning of IPL, that is 2008, we have been asked to do this study by a client of ours who owns a team too. And, they basically wanted to know the profile of their followers, how stringent those followers are and what is the affinity for their particular team versus competition. Basically, how are they fairing in IPL, so, it was team owner related. When we started doing this, other team owners said they would also be interested in something like this and that turned it in to a syndicate study. While doing that the advertisers started asking why not ask the same respondents about the recall value. The premise behind this is, everyone including owners and the advertisers spending money on sponsorship, they wanted to know what is the recall of their brands in the IPL, considering the fact that IPL is the Kumbh Mela of advertising.”

     

    Some of the highlights are as follows:

    :: Chennai Super Kings (CSK), Mumbai Indians (MI), Kolkata Knight Riders (KKR) and Royal Challengers Bangalore(RCB) have more or less kept a consistent pool of players, giving their supporters ample time to identify themselves with the team. With a consistent core, their performances have been consistent and that has led to a consistent, loyal fan base.  In teams that are yet to settle their squad, marquee players play an important role in establishing a connection with the audience. Fans of Sunrisers Hyderabad (SRH) swear by their captain David Warner, whereas Glenn Maxwell rouses the passion for fans of Kings XI Punjab(KXIP).

     

    :: The study reveals a stark difference in the manner in which these sponsor brands are recalled by the audiences. Let us take an example of the ‘lead’ sponsors (whose logo appears on the jersey chest for each team). 8% of audience mentions the ‘lead’ sponsor on an average for any team, 27% of audience mentions ‘lead’ sponsor when it comes to the top 2 teams CSK and KKR and 2% of audience mentions ‘lead’ sponsor in case of KXIP and Delhi Daredevils(DD). In fact the brand recall for the CSK sponsor was as high as 42%.

     

    :: Team loyalty also plays a huge role on the recall value for a brand. Teams that have managed to consistently garner a loyal fan base, also manage to repay their sponsors in terms of a better brand recall.

     

    :: CSK and MI have emerged as the most consistent in garnering loyalties, and not just from their respective cities, so has KKR and RCB.

     

    :: Amongst the latest entrants,Gujrat Lions (GL) is increasing the fan base with their performances, while Rising Pune Supergiants (RPS) is struggling even with MS Dhoni at the helm.

     

    So, how has IPL fared this year? “Viewership numbers are growing and so are the followers. Initially, a lot of traction happened in the urban markets, right now, a lot of viewership is also coming from the rural areas and smaller towns too,” Sudarshan added.

     

    In conclusion, the study states, with a captive audience the IPL provides a tremendous opportunity for brands to be associated with the franchise, and more importantly recalled by their audience. The formula is to be consistent whether it comes to the squad or performance and strategic – like having a marquee player and giving him time to build a loyalty fan following.

     

  • The Third Party Audit and Validation of the SureWaves Spot TV Network by Hansa Research will cover Random Physical Verification of Technology Deployment at Channel Studios

    SureWaves partners Hansa for Third Party Audit & Valuation

    By A Correspondent

     

    SureWaves MediaTech has announced an association with Hansa Research to carry out Third Party Audit and Validation of the entire SureWaves Spot TV Network.

     

    The association of Hansa Research with SureWaves Spot TV Network, which delivers the largest audience on television in the country, brings an additional seal of accountability to a new age media platform, fulfilling a long felt industry need and is likely to cause a major shift in media buying on television.

     

    The Third Party Audit and Validation of the SureWaves Spot TV Network by Hansa Research will cover Random Physical Verification of Technology Deployment at Channel Studios and Online Audit and Validation of SureWaves ADEX Logs with LIVE monitoring of channels.

     

    Commenting on the initiative, Srinivasan Raman, Executive Director of Hansa Research said, “We are very excited to be a part of this endeavor and we believe in the potential of new age media platforms. Coming from an audience research background we knew large audiences are available on Cable TV Channels and SureWaves Spot TV Network truly tries to address the industry level problem of adding to supply side of audiences for advertisers and media agencies. We are happy to be associated with this large format innovation and look forward to our work helping the industry at large.”

     

    Commenting on the association with Hansa, Rajendra Kumar Khare, Chairman and Managing Director of SureWaves said, “SureWaves Spot TV Network today offers large and diverse audiences across the length and breadth of the country in market based clusters and advertisers and media agencies alike have shown tremendous faith and commitment towards our initiative. To further increase the trust and confidence levels we felt that opening of the technology behind SureWaves Spot TV Network to third party audit and validation by a reputed research agency like Hansa is a logical step forward. The industry we operate in has many unorganized aggregators and we felt this could be one required step to create Gold Standard for our offering. This will also help our channel partners better understand our commitment and vision towards the industry.”

     

  • Suresh Nimbalkar, Senior Vice President, Hansa Research on sliding readership reflected in the IRS numbers

    Jaldi 5 with Suresh Nimbalkar: Print is not declining

    The findings of Quarter 2 of the Indian Readership Survey for the year 2012 published by the Media Research Users Council saw alarm bells ringing as there was a decline seen in print readership. Although we haven’t yet seen doomsayers out on the streets, the numbers did worry print evangelists. We asked Suresh Nimbalkar, Senior Vice President, Hansa Research (which conducted the IRS research) to comment on what lies beneath the numbers:

     

    01 What do you infer from the continuing decline in readership (IRS) numbers that the print players have been witnessing quarter-over-quarter?

    Let’s split this question into a) Changes in print reach and b) Changes in leading publications.

     

    a) The print reach has been continuously going up in absolute terms. If you look at the past 3 quarters, the numbers are 350347, 352115 & 352004. Thus, there is no statistical decline in reach.

     

    b) If you look at the top 10 publications, 3 publications have shown a growth in numbers. What the charts may not tell you is that some of the publications which seem to have shown decline in 2012 Q2 v/s Q1 have shown good growth in past two years. There are publishers who have launched new publications and have ensured overall growth.

     

    Hence the print market is not declining. We always advise people not to look at quarter-on-quarter changes but look at the long-term trend to arrive at a conclusion.

     

    02 Ideally, few publications should gain in readership numbers at the expense of other publications where loyalty is lost on account of readers migrating to newer titles. But that is not the case here as most titles have shown a decline. What could be the possible factors for the equilibrium not being maintained?

    You have possibly looked at the top 10 publications for this inference. If you look at a wider number of publications, this may not be true. The print market is undergoing change owing to other factors such as spread of C&S, good growth in internet penetration, resulting increase in number of media used (for information, entertainment & news), paucity of time for an average individual, decreasing title loyalty etc.

     

    03 Regional publications have somewhat bucked the decline trend to some extent compared to the Hindi and English players. Your comments?

    There has been a significant increase in the level of marketing, new launches, geographical expansion, investment on product and reader connect among language publications for the past 3-4 years. This is evident in their market presence as well as their reach.

     

    4 Within the space of regional dailies, publications from the south (like Daily Thanthi, Eenadu, Malayala Manorama etc) have shown good composure over publications from rest of India like Lokmat, Gujarat Samachar etc. Will they continue to emerge a potent force going forward too?

    Owing to relatively higher literacy levels and presence of one or two dominant players in the each of the southern states, you find quite a few southern dailies in the top 10 list.

     

    Also, it is difficult to predict the future. However, if you look at the level of competition, it has gone up in at least 3 southern markets of AP, Karnataka and TN. This suggests that there could be changes in market shares.

     

    05 Do you see advertisers taking a relook at their association with the medium given the  slide in readership?

    As I said, there is an increase in the overall reach of print medium. The budget allocation by the advertiser depends on the relative attractiveness of each medium.

     

  • This joint bid will combine Hansa's extensive experience of readership measurement in the Indian context with Ipsos' global expertise of conducting readership surveys in 60 countries

    Hansa, Ipsos to jointly bid for IRS in ’13, sign MoU

    By a Correspondent

     

    Hansa Research and Ipsos have entered into an MOU to jointly bid for the new Indian Readership Survey (IRS) contract that starts with IRS 2013. Hansa Research has been conducting the IRS, the world’s largest continuous readership survey for the last nine years i.e. since IRS 2003. This joint bid will combine Hansa’s extensive experience of readership measurement in the Indian context with Ipsos’ global expertise of conducting readership surveys in 60 countries. Through the joint participation, the two companies expect to make a very strong and forward looking pitch for the new IRS contract.

     

    Mr Ashok Das, Managing Director, Hansa Research Group said: “We are happy and excited to work with Ipsos on this prestigious project, and hope to bring in a number of new ideas into the IRS.”

     

    Mr Mick Gordon, CEO of Ipsos inIndiasaid: “We are delighted to be working with Hansa on this very exciting project and we hope we can persuade RSCI that our combination will be a very big plus for the industry. Ipsos measures readership in more than 60 countries around the world and has made a name for itself in introducing many innovations into this specialist area of market research – we were the first to use CAPI and DS-CAPI in readership measurement, for example. We believe we can add significant value to Hansa’s proven expertise and experience on the ground in India.”

     

    Speaking to MxMIndia, Mr. Suresh Nimbalkar, Senior Vice President, Hansa Research Group Pvt. Ltd said that the reason Hansa decided to join hands with Ipsos was to offerIndiathe best possible IRS. “We want to deliver the best possible product and we are working forward to it. We started people meter, IOS, we have continuously innovated and besides we have had a long standing relation with Ipsos. There is synergy between the two and so we decided to collaborate, rethink all aspects of IRS and offer an even better product (IRS) whether in technology, talent, and so on.”

     

    Hansa Research is a global full service market research agency headquartered in India, conducting market research in 77 countries with offices in India and US. Over the last few years, Hansa has developed sound mechanisms to reduce fieldwork related issues that has been widely acclaimed by research users for its ability to minimize some long standing industry weaknesses.