Mumbai: Ormax Media has announced the launch of Ormax Trac20, a new syndicated research solution tailored for brands investing in IPL 2026 as sponsors and advertisers. Positioned as the largest syndicated research initiative focused on IPL 2026 sponsorship and advertising effectiveness, Ormax Trac20 is designed to deliver actionable insights throughout the tournament, enabling marketers to measure performance, benchmark outcomes and make in-season optimisations.
As the Indian Premier League continues to serve as India’s most powerful and competitive media platform for brands, the marketing challenge has shifted from achieving visibility to ensuring measurable effectiveness. With high advertising spends, intense category clutter and fragmented viewership across television and digital platforms, brands increasingly require sharper diagnostics during the tournament rather than relying solely on post-season analysis.
Ormax Trac20 addresses this need through a dual-framework approach. It includes a weekly ad tracking module that monitors key sponsorship and advertising metrics across the IPL season, along with Ormax Mpact, a proprietary three-stage brand lift measurement framework that evaluates impact across pre-season, mid-season and post-season checkpoints.
Backed by a sample size of 16,500 across its modules, Ormax Trac20 aims to help brands and agencies answer critical performance questions during the tournament: Is the brand being noticed? Is the creative cutting through the clutter? Is sponsorship translating into stronger brand recall? Is brand consideration improving? And how does the brand’s performance compare with competitors operating in the same IPL ecosystem?
With structured weekly reporting and mid-season diagnostics, the solution is designed for real-time decision support rather than retrospective evaluation. This allows brands to recalibrate media weights, creative rotations and sponsorship activation strategies while IPL 2026 is still in progress.
Shailesh Kapoor, Founder & CEO, Ormax Media, said, “IPL is the biggest advertising stage in India, but it is also expensive and highly cluttered. Hence brands need more than visibility metrics to understand if their investments are delivering adequate value. Ormax Trac20 is going to be India’s largest research on ad and sponsorship effectiveness of all time. It will help IPL sponsors and advertisers measure better, benchmark smarter, and optimise faster.”
With IPL sponsorship investments becoming increasingly strategic and closely scrutinised, Ormax Media anticipates strong demand for syndicated measurement solutions from both long-standing sponsors and new category entrants seeking sharper ROI accountability. The tool is built to be relevant across diverse IPL 2026 investments, including franchise sponsorships, thematic partnerships, and large-format as well as FCT spends across both linear and digital broadcasts of the league.
