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A Initiative

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Reason, Methodology and Conduct

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Executive Summary

Currency for an almost Rs. 1000Cr endorsement + industry that currently works on gut & anecdotal learningWHY

Industry’s first large scale research that periodically tracks Celebrity Power on factors more than just popularityWHAT

A partnership of 2 leaders, PTM & Hansa, in the Talent & Research space, to grow the industry and create knowledgeWHO

A pan-India track of more than 400 celebrities over 10800 respondents across 2 waves annuallyHOW

Advertisers who currently use or are considering using talent for their ATL/ BTL initiativesFOR WHOM

Annual subscription of 10.8 LakhsHOW MUCH

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Why CelebTrackTM?

The purpose

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Endorsements – a high stake game

Lack of numeric data & objectivity leads to selection largely on gut feel

Personality fit of star with brand is subjective

Trade-off between popularity & personality association for the brand

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CURRENCY

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Science

Yardstick

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We want to be

IRS

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What?

Research Coverage

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Widest, largest, deepestceleb research in the world

A first ever research of such magnitude to measure

Celebrity Power

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PopularityRecognition and Likeability

Power of PersuasionCelebrity influence over a

category/ brand

Image AttributesTo enable scientific mapping of brand & star attributes

Media PresenceWidth and quality of

exposure in the media

Over ExposureFatigue factor

CPS

Measures Celebrity Power not just on popularity

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All scores merge

CelebrityPowerScore

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Celeb Power Score

• CPS = f [Popularity + Image + Persuasion Power + Media Presence - Overexposure]

Popularity = f [Recognition + Likeability]

Overall Image = f [Trust/Reliability + 24 other attributes]

Persuasion power = f [General + category persuasion power]

Media Presence = f [Reach index + Space Index]

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The standard weights

Parameter Sub-parameter Sub-weight Weight

Popularity Recognition 33 50

Likability 17

Image 11 physical 8.8 20

14 character 11.2

Persuasion General 8 20

6 category specific 12

Media Presence Exposure 4 10

Tonality 6

Celeb Power Score 100

Less : Over-exposure (17)

Software allows user-defined weights

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Image parameters - physical

• Macho/Feminine• Sexy• Stylish/Trendy• Handsome/Beautiful• Youthful• Tough/Has stamina

• Glamorous• Cute• Cool• Energetic• Healthy/Fit

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Image parameters - Character

• Global• Family Oriented• Youthful• Intelligent• Techsavvy• Modern• Distinguished/Classy

• Trustworthy• Funny/Humourous• Bold/Daring• Innovative/Creative• Dynamic• Grounded/Humble• Savvy/Astute

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Power of Persuasion by category

Health and Fitness

Electronic products/Home Appliances

Cosmetics/Beauty products

Security for future(for you and family)

Indulgence products(Once in a while)

Convenience products

General

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Covers celebs from..

Cricket

Films

Other Sports

Music

Television

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Representing most of India

• Nationally• Regionally• Locally

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The leaders

-To grow the industry-To create knowledge

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How?

The Methodology

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3 step, 4 month process

Drawing up of list of 150+ celebrities per market[Individual & Group ranking from experts and consumers of entertainment]1

Validation, Tabulation, Software adaptation3

QuantitativePrimary Research[face to face interviews]

2Secondary data

from Eikona, TAM

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6236 respondents across 39 towns9 Markets, 14 reporting units

States Town Classes &Towns Covered Centres Reported Sample

Maharashtra

Mumbai Nashik Mumbai

830Nagpur AurangabadRest of Maha-

rashtra

Gujarat

Ahmedabad VadodaraGujarat

430Surat  

West Bengal

Kolkata  West Bengal

477Asansol  

Punjab

Ludhiana ChandigarhPunjab

383Amritsar  

Karnataka

Bangalore  Karnataka

420Mysore  

Kerala

Kochi TrivandrumKerala

435Kozikhode  

States Town Classes &Towns Covered Centers Reported Sample

TN

Chennai Salem Chennai

812

Coimbatore TiruchirappalliRest of TN

Madurai  

AP

Hyderabad Guntur Hyderabad

928

Vijayawada WarangalRest of AP

Visakhapatnam  

Hindi Belt

Delhi Lucknow Delhi

1521

Patna Ghaziabad

Rest of Hindi Belt

Faridabad Durg-Bhilai

Indore Ranchi

Jaipur Jodhpur

Kanpur Gwalior

Over 6000 respondents for Round I

State of the art software

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For WHOM?

The beneficiaries

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Corporates Celebrities

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Who amongst Corporates / Brands

• Who have used celebrities in the past or use them currently

• Have competition that uses celebrities• Have a Multi-brand portfolio• Use local activation and promotions

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Charter Subscribers

Why Celebrities?

• For knowing their ranking and relative strengths• For tracking progress• For pricing themselves for endorsements, appearances• For competitive intelligence

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How much?

10.8 Lakhs per year*Cuts and chops available

A fraction of what brands spend on ambassadorsAnd then on media behind ads featuring them

*+Taxes

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End of Document

Annex Follows