NEWS15 March 2010

TNS fields marketing effectiveness measure for Indian cricket events

Asia Pacific News

INDIA— TNS has launched the Consumer Response to Investment in Cricket (CRIC) study.

It is designed for marketers and advertisers who want to promote brands at matches in India’s Premier League (IPL).

Developed in association with marketing consultancy Domor, the study measures the impact of events on brand metrics including awareness, disposition and imagery.

Pooja Passi, associate vice president at TNS, said: “The IPL research done by Domor and TNS is one of its kind both in terms of depth and width. The study pans across 12 states… and covers a total of 10,000 respondents.”

The omnibus study began last month and counts IPL sponsors such as Hyundai Motors, PepsiCo and Nokia among its early customers.

Domor also plans to integrate viewership data from TAM and sponsorship data from brand analyst Repucom “to make a meaningful interpretation of the field results”.