IPL 6: Title sponsors Pepsi gets highest recall

Media insights firm Ormax Media had announced that it would be conducting India’s largest syndicated research to measure the impact of sponsorship and advertising on the brand partners of IPL 6. Shailesh Kapoor, CEO – Ormax Media, 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 Ormax Trac20 research is being conducted across 11 cities, in three phases:

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.

The report stated that the sponsors of the latest edition of the IPL, especially Pepsi are to benefit significantly. Pepsi received an unaided recall of 82 per cent even before the tournament began as opposed to DLF’s score of 5o per cent recall in the previous edition of the same.

Other sponsors with high unaided recall were Vodafone with 37 per cent and franchise sponsors Nokia with 32 per cent.

Ormax Media CEO Shailesh Kapoor said, “This phase of the research was conducted in the fortnight leading up to 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.”