RK Swamy unveils Centre for Study of Indian Markets

RK Swamy has launched a think-tank – Centre for Study of Indian Markets (CSIM) – to conduct large scale studies, as well as smaller targeted studies, to shed light on the nuances of the Indian market. 

“The first strategic initiative has been commenced by CSIM during the ongoing World Cup Cricket. Titled “AIM” this is not just another research study but a scholarly evaluation that will offer a comprehensive view on how World Cup Cricket was watched on Television and OTT/digital channels, and measure the impact of advertising comparatively among advertisers. It will encompass multiple disciplines in a single study. The study will provide a clear view on advertising recall and memorability

linked to quantified media spends and weights, along with a review of the creative communication deployed. The study will thus paint a full canvas 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,” said the company statement.

RK Swamy Media Group will provide the input on media spends by advertiser/brand. The study, curated by senior professionals, will be customised for each subscribing advertiser. The study 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 the conclusion of the World Cup 2023.

With thousands of crores of media and marketing money being spent on Cricket, 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 is committed to launching 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 for leading marketers.

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