Marketing services provider R K Swamy has launched a think-tank – Centre for Study of Indian Markets (CSIM) – to conduct large-scale and smaller targeted studies on the nuances of the Indian market.
Its first initiative commenced during the World Cup Cricket and is titled “A I M”. The study is a scholarly evaluation on how World Cup Cricket was watched on Television and OTT/digital channels, and measure the impact of advertising comparatively among advertisers.
The study will encompass multiple disciplines and offer details on advertising recall and memorability linked to quantified media spends and weights, along with a review of the creative communication deployed. The study will look to paint a picture of what transpired during the World Cup aggregating all advertisers and their activities. The research component, with 6,000+ respondents, is being conducted by Hansa Research, a subsidiary of the company.
R K Swamy Media Group will provide inputs on media spends by advertises and brands. The study will be customised for each subscribing advertiser. It covers 12 World Cup matches – nine India matches, two semi-finals and the final – the most viewed of all matches. The results will be available to subscribers after conclusion of the World Cup 2023.
With thousands of crores of rupees being spent on media and marketing during any cricketing event, the industry can benefit through this aggregate study focused on learning what works and what can be improved. The current effort is expected to shed light on how advertisers can be more efficient and effective with their investment in high profile cricket broadcasts, and how media owners can better price their cricket offerings.
CSIM will launch new initiatives at scale, covering important areas like Media Impact, Behaviour and Interaction with Digital platforms, Consumer Communities, and other crucial aspects of Marketing and Communications. With plans to conduct category-specific large scale studies, it aims to be the go-to source for information and insights about the Indian market.
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