Ormax Media has introduced Ormax Trac20, a new research product designed to measure sponsorship and advertising impact during the Indian Premier League 2026 season. The tool combines weekly monitoring with a multi-stage brand assessment framework to help brands optimize their investments. Launched on February 24, 2026, it addresses the growing need for real-time performance insights in a cluttered advertising environment.
Ormax Media, a Mumbai-based media analytics firm, unveiled Ormax Trac20 on February 24, 2026, targeting brands that sponsor or advertise during the IPL 2026 tournament. The syndicated research product aims to provide comprehensive tracking of sponsorship and advertising effectiveness, marking it as India's largest study of its kind with a sample size exceeding 16,500 respondents across its modules.
The framework integrates a weekly ad-tracking system, which monitors metrics such as brand noticeability, creative impact, sponsorship recall, and shifts in consumer consideration. It is paired with Ormax Mpact, a three-stage brand lift model that evaluates key performance indicators before the season, midway through, and after its conclusion. This setup enables brands to receive weekly reports and mid-season analyses, allowing for adjustments to media strategies, creative elements, or sponsorship activations while the league is ongoing.
Shailesh Kapoor, founder and CEO of Ormax Media, emphasized the tool's relevance in a statement: “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.”
The product responds to increasing scrutiny on IPL advertising spends, which have expanded across categories like fintech, e-commerce, and fantasy gaming. With viewership fragmented between television and digital platforms, brands seek deeper accountability beyond reach metrics, including recall and purchase intent. Ormax Trac20 supports evaluations for franchise sponsorships, thematic partnerships, and broadcasts on both linear TV and digital channels, helping marketers benchmark against competitors in real time.
Founded in 2008, Ormax Media specializes in entertainment and media analytics, serving clients such as broadcasters and streaming platforms. The launch positions the firm to capitalize on IPL's status as a premier advertising event amid economic pressures that demand rigorous ROI assessment.
