Ormax Media to gauge the cricket advertising effectiveness of World Cup 2011 and IPL 4

Day After Cricket (DAC) is India's biggest syndicated cricket advertising effectiveness research, conducted across nine cities, with a sample size of over 15,000 respondents. The research includes two phases ' Day-after tracking during the events and post-event ad effectiveness research.

Speaking about DAC, Vispy Doctor, Co-founder & Director, Ormax Media said: "Cricket advertising is very cluttered, with more than 100 brands vying for limited consumer attention spans. With huge investments at stake, it becomes important for an advertiser to know if their brand has managed to make an impact, and whether this impact is short-term or long-standing. DAC allows an advertiser to understand if their campaign has delivered on the marketing objectives."

DAC will take a brand's performance on various parameters, inlcuding ad recall, ad likeability, innovations recall and a series of brand attributes defined as a part of research. Over 60 brands will be tracked during each of the two events. Data will be reported every alternate day, making the findings directly actionable during the two long events. Subscribers will also get access to post-event analysis, which can be used as inputs into planning for future cricket events.

Adds Shailesh Kapoor, Co-founder & CEO, Ormax Media said: "DAC aims to be the definitive cricket advertising research product in India. It handles 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. Its model has been tested over several cricket events, including last year's IPL and the current India-South Africa series. The large scale research aims to be the industry currency on cricket ad effectiveness this year, and the future."

The study will be available for subscription to advertisers and media planners, as well as broadcasters.