Pepsi has emerged as the most recalled brand advertised (unaided level) after the first match, reveals Ormax Media's syndicated study on ICC Cricket World Cup - Day After Cricket (DAC).
The first match was held on February 19, and was played between India and Bangladesh.
Day After Cricket is a syndicated study that measures the advertising effectiveness on cricket (ICC Cricket World Cup 2011 and IPL Season 4).
The track for the study is being conducted daily, across nine cities including Mumbai, Pune, Ahmedabad, Delhi, Lucknow, Kolkata, Hyderabad, Bengaluru and Chennai, with a sample size of more than 15,000 respondents. The target group for the study comprises people in the age group of 15-44 years, males and females in SEC AB.
The research includes two phases - day-after tracking during the events and post-event ad effectiveness research.
The daily and weekly reports focus on TOM (top of mind) recall, unaided recall, ad likeability and innovation association recall.
DAC takes a brand's performance on various parameters, including ad recall, ad likeability, innovations recall and a series of brand attributes defined as a part of the research. More than 60 brands will be tracked during each of the two events. Subscribers will also get access to post-event analysis, which can be used as inputs in planning for future cricket events.
DAC aims to be the definitive cricket advertising research product in India as it plans to handle every aspect of cricket advertising, including sponsorships and innovations. Very importantly, it isolates the impact of non-cricket advertising, allowing a brand to measure the specific benefits gained from cricket investments.