Ormax Media has launched ‘Ormax Trac20’, a syndicated research solution designed for brands, sponsors, and advertisers investing in The Indian Premier League (IPL) 2026. Positioned as a large scale study to measure sponsorship and advertising effectiveness during the tournament, it aims to deliver actionable insights.
As the IPL continues to be one of India’s most competitive media platforms, marketers are shifting focus from simple visibility to real advertising effectiveness amid high spending, intense clutter, and fragmented viewing across television and digital platforms.
As per the company, to address the need for deeper insights rather than post season scorecards, Ormax Trac20 uses a structured two part framework. The first is a weekly ad tracking system that monitors key sponsorship and advertising metrics throughout the IPL season. The second is Ormax Mpact, a proprietary three stage brand lift framework that measures campaign impact across pre season, mid season, and post season checkpoints.
The company states that, supported by a sample of 16,500 respondents across its research modules, the platform helps brands and agencies answer critical questions. It highlights whether a brand is being noticed, if creative assets stand out, whether investments improve brand recall, if consideration is increasing, and how campaign performance compares with competitors competing for attention in the same IPL environment.
By providing structured weekly reporting and mid-season diagnosticsOrmax Trac20 is designed to support real time decision making rather than post campaign analysis. This enables brands to optimise media spend, adjust creative rotations, and refine sponsorship strategies while IPL 2026 is still underway.
As IPL investments become more strategic and closely evaluated, the tool is expected to see strong demand from both existing sponsors and new entrants seeking clearer ROI accountability. It applies across multiple IPL investment types, including franchise sponsorships, thematic associations, and large FCT spends across linear and digital platforms.
Shailesh Kapoor, Founder and 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.” he added.
