ORMAX Trac20 is the largest syndicated study on IPL 6 Advertising - PowerPoint PPT Presentation

ORMAX Trac20 is the largest syndicated study on IPL 6 Advertising Research Equity Research (Recall & Effectiveness) (IPL T eams)

ORMAX Trac20 Phases PHASE 1 PHASE 2 • Pre Event Phase • Mid Event Phase March 22-29 April 11- May 15 PHASE 3 • Post Event Phase May 30 – June 5

Markets: 11 Chandigarh + Mohali Delhi Jaipur Ranchi Kolkata Raipur Mumbai Pune Hyderabad 9,000 respondents Bangalore Chennai

Design & Methodology TG Sample Size • Males (70%) • 9000 respondents • Females (30%) • Sample per Phase • 15-24 yrs (40%) • Phase 1 – 1,800 • 25 – 34 yrs (40%) • Phase 2 – 4,500 • 35 – 44 yrs (20%) • SEC ABC • Phase 3 – 2,700 • Methodology: • Face to Face Interviews

Advertising Research Parameters Of Measurement Unaided Brand TOM Brand Recall Aided Brand Recall Recall Aided Innovations Awareness (e.g. Innovation Title Sponsor Strategic time out, Sponsors Recall Recall Kamaal Catch, etc.) 3-4 Customized Home Team Ad Likeability Parameters Sponsor Recall (subscribers)

Brand Association Research Ormax Mpact™ Parameters of Measurement Awareness Knowledge Likability Preference Purchase

Ormax Mpact™ Pre vs. Mid & Mid vs. Post Purchase Purchase 65% 65% 0% Preference Preference 74% 13% 70% Likability Likability 26% 83% 77% Knowledge Knowledge 75% 99% 96% Awareness Awareness 100% 100% 98% Mid / Post Pre / Mid Pre- defined objectives of the campaign are used to calculate the Mpact™ Score for the brand E.g., If Likability, Preference and Purchase were the main objectives of this campaign Mpact Score = (0.33*26) + (0.33*13)+(0.33*0) = 13 (Average) Ormax Mpact™ is Ormax Media’s proprietary tool to measure brand association effectiveness. Benchmarks are available across 70 + studies.

Equity Research – IPL Teams Parameters Of Measurement Favorite Player Team Opinion Favorite Team (Overall, Home & Image & Away) Aided Recall of Home Team Viewership of Main Jersey Players Recall IPL on internet Sponsors Sources of IPL Opinion of IPL Winner Team information 6 vs. IPL 5 Prediction

For more details, contact: Delhi: Amit Bhatia – 91 9871 116369 amit.bhatia@ormaxworld.com Mumbai: Jigeesha Sarvaiya – 91 9820 8 06120 jigeesha.sarvaiya@ormaxworld.com