Domor Communication Consulting, in partnership with TNS, has mounted an extensive consumer study: Consumer Response to Investment in Cricket (CRIC) that will contact almost 20,000 spectators over the period of January-June 2011 to quantify the effect that these marketing platforms and related brand activities have on the consumer.
The next few months will witness the ICC Cricket World Cup 2011 from February to March, followed immediately by the IPL Season 4. Industry forecasts project that marketing spends on these two platforms will be in the region of Rs. 2,000 crores.
CRIC will measure the impact of these events on brand metrics including awareness, disposition and imagery. CRIC will use extensive pre and post-measurement to isolate the effect of existing brand equity for each event and use comparable markets, audiences and measurements across events to benchmark one versus the other.Nitin Jain, Director, Domor Consulting, says: “This year is unique because it has two events of tremendous stature. The interest in the World Cup 2011 is heightened thanks to Team India’s recent performance. Moreover, the schedule ensures that Indian hopes and interests stay alive for a significant part of the event. 2011 is also a watershed year for the IPL – new teams, significant changes in existing teams and a longer format.”
Rema Harish, Director, Domor Consulting, says, “The comparison across events will be a significant outcome of CRIC. The studies around the IPL and T20 World Cup last year threw up many interesting insights. The dominance of the IPL was significantly higher than the T20 World Cup. This time, both events will have a more even chance of making an impact.”
Pooja Passi, Associate Vice President, TNS adds, “The CRIC study done by DOMOR & TNS is one of its kind - both in terms of depth and width. The study spans across 12 states with representation from metros and tier 1 towns. The core of the research is sacrosanct so as to facilitate comparison across studies and across time periods.”