Synovate & Domor initiates study to gauge the ROI for brands partnered with Reality Shows

Synovate India and Domor Communication Consulting Limited have initiated Consumer Response to Investment in Entertainment Properties (CRIEP) study - a unique marketing effectiveness study aimed at helping brands understand their return on investment (ROI) of using big entertainment properties as a marketing platform.

CRIEP utilizes a large consumer research based approach and measures the impact of large events essentially on the four brand metrics of awareness, disposition, imagery and equity. There is an extensive pre and post measurement approach to isolate the effect of each property on the brand equity for brands broadly in the 11 categories of: chocolates, mobile services, mobile handsets, banks, TVs, household appliances, digital cameras, automobiles, motorcycles, insurance and inner wear.

The first such measurement is being done for Bigg Boss Season 4 and KBC Season 4.

The results would be out in January after the two shows wrap up on air this season.

Sonali Bhatia, Senior Project Director, Synovate India said, "CRIEP is a unique product, both in terms of depth and width. It will touch about 6600 respondent across 9 towns (including metros and tier 1 towns). It's not a pure research product and will build on in-depth understanding of the way Entertainment Properties are used by marketers and consumed by audiences".

Some of the other key questions that CRIEP will attempt to answer for marketers': How is my brand competing for consumer mind space against all other brands on the same property, across categories? What were the most recalled elements of the show and what brands were they associated with? Is there a difference in the impact of the two Entertainment Properties? Does the impact vary by geographies/ age/ SEC? Does the noticeability of my campaign impact the effect of the properties on the brand metrics? What price does my competitor pay for staying away from these properties? How does it impact my channel's imagery / loyalty ' providing valuable inputs for the channels marketing Big Boss Season 4 and KBC Season 4.

Nitin Jain, Founder-Director, Domor Communication Consulting, points out that "With the success of CRIC ' the Marketing Effectiveness Model on cricket, measuring and improving marketer's effectiveness on Entertainment Properties is a logical step forward. Investments on Entertainment Properties are already huge and only getting bigger. Further our experience in planning and buying on Entertainment Properties gives us the added understanding and learning critical to embark on a project like this".

"Exposure measurements are necessary but incomplete metrics- since they focus on the media value of these properties. The true measure of what is working is what it does to the brand ' awareness, preference, image, equity and ultimately purchase or use" states Rema Harish, Founder-Director, Domor Communication Consulting.

Rahul Varma, Director, Synovate India said, "CRIEP will provide cross-category analysis and reveal product categories which are gaining more from such properties. Further diagnostics would help us understand the impact on brand impressions which in turn lead to some level of brand desire in the consumer's mind. In an ideal world, if consumers could freely buy whatever they desired, Attitudinal Share (the share of consumer desire a brand gets) would equal Market Share. Thus, creating desire for a brand in the consumers mind is the first step towards increasing it's market share". Going ahead on this philosophy we have integrated in CRIEP Synovate's proprietary analysis tool ' "Attitudinal Equity (AE)', to measure the impact of presence on these properties on the consumer's desire for various brands. AE has a strong correlation to a brand's actual market share (R2 = 0.83) and has been validated against independent sources of market share (panel diaries etc.) within multiple product categories (28) and across multiple countries (23, including India).