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Tag: Ormax Trac20

  • CSK & RCB have the most loyal fan base across IPL teams: Ormax Trac20

    CSK & RCB have the most loyal fan base across IPL teams: Ormax Trac20

    Mumbai: A sizeable and loyal fan base is critical to the business plans of any sporting club or franchise. According to the findings of Ormax Trac20, a syndicated research being conducted by Ormax Media during the sixth edition of IPL, Chennai Super Kings (CSK) and Royal Challengers Bangalore (RCB) have the most sizeable base of loyal fans in their respective markets, given them an advantage over the other teams in the league.

    While CSK led the loyalty chart even in the pre-phase of the research conducted before the IPL started in March, RCB have shown a significant increase in their loyalty score during this edition of the tournament. Kolkata Knight Riders are a close no. 3, followed by Mumbai Indians at no. 4.

    Commenting on the results, Shailesh Kapoor, CEO – Ormax Media, said: "Team loyalty is important for advertisers, as sponsoring a team that has a higher loyal fan base will lead to a higher marketing ROI. In our understanding, three factors contribute to team loyalty: consistency of performance, star players and team stability over years. CSK have a huge advantage across these three factors."

    The Ormax Trac20 research is being conducted across 11 cities, in three phases, with a total sample size of 9,000. The research is targeted at advertisers considering IPL or cricket in their marketing plans. The research is tracking the performance of the various brands advertising during this year's IPL, both in terms of recall and effectiveness.

  • IPL 6 sponsors benefit significantly; Pepsi gets highest recall: Ormax Trac20

    MUMBAI: The sponsors of the sixth edition of Indian Premiere League (IPL) are to benefit significantly from the tournament, Pepsi being the bigger gainer, Ormax Trac20 report stated.

    The findings of the pre-phase of Ormax Trac20, a syndicated research being conducted by media insights firm Ormax Media, revealed that Pepsi seems to have the ball out of the park even before the tournament started.

    As per the findings, the average number of sponsors recalled at an unaided level per respondent stood at a healthy 3.2, more than double compared to previous years.

    Title sponsors Pepsi contributed significantly to this performance, with an unaided recall of 82 per cent even before the tournament started. DLF, the title sponsors till last year, scored less than 50 per cent on recall in the previous seasons of IPL.

    Other sponsors with high unaided recall are Vodafone (37 per cent) and franchise sponsors Nokia (32 per cent).

    Ormax Media CEO Shailesh Kapoor said, “This phase of the research was conducted in the fortnight leading upto the start of IPL 6. Such high recall levels are indicative of the strong association a brand like Pepsi has managed to build with the tournament, despite this being their first year of association. It is evident that the brand fit between Pepsi and the IPL has worked this year.”

    The Ormax Trac20 research is being conducted across 11 cities, in three phases, with a total sample size of 9,000: Pre-phase before the IPL started, mid-phase during the IPL and post-phase at the end of the tournament. The findings of the pre-phase have been released for the subscribers.

  • Ormax Media introduces IPL research to measure ad impact

    Mumbai: Media insights firm Ormax Media will be conducting a syndicated research to measure the impact of sponsorship and advertising on the brand partners of IPL 6.

    The research called ‘Ormax Trac20’ will be conducted across 9,000 respondents in three phases – pre-IPL, during the IPL and post-IPL – for the sixth edition of the tournament this year.

    ‘Ormax Trac20’ will track the advertising recall and effectiveness for IPL 6 advertisers who subscribe to the research. This will be done through a series of parameters, such as ad recall, ad likeability, innovations sponsorship recall and brand imagery impact.

    The study will measure key perceptions of IPL, such as team loyalty and viewing behaviour. Additionally, early subscribers will be allowed to add customised question to the track to suit their specific requirements.

    Ormax Media CEO Shailesh Kapoor said, “Ormax Trac20 is by far the biggest IPL research India has ever seen. It can be used by brands to measure the effectiveness of their association with IPL 6 at various levels, allowing them to take business decisions to optimize their high investments in IPL, both during the course of IPL 6 as well as for future seasons. The research is relevant for all advertiser types, be it ground sponsors, television sponsors or spot-buy driven advertisers.”

    The research will be conducted in the nine home markets for the franchisees, namely Mumbai, Delhi, Chennai, Hyderabad, Bangalore, Kolkata, Pune, Chandigarh and Jaipur.