The cricket World Cup is moving ahead on a sturdy pace. Eighty per cent of Indians intend to continue watching the World Cup even if India doesn't make it to the Super Sixes, according to the latest findings from AC Nielsen India Customised Research Services' syndicated survey 'Cup of Life', on the impact of media activity during the high-profile event.

Given these findings, marketeers could now shed their anxieties about the unimpressive performance of the Indian cricket team affecting the effectiveness of their advertising and promotional expenditure in cricket-related advertising during the ICC World Cup.

The survey conducted in eight cities -- Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Lucknow and Ahmedabad, also studied the consumers unprompted recall of brands advertised during the event and the results show that consumers indicate that categories such as carbonated soft drinks, consumer durables, automobiles and telecom have registered the highest recall.

Within these categories brands such as Pepsi, LG, Hero Honda and Reliance appear to have the highest recall charts so far.

The survey has used the door-to-door random sampling approach with survey activity conducted throughout the week to eliminate any match related, timing bias.

The S-Group at TAM analysed all the matches across first four days of the World Cup shown on SET Max, Sony and DD channels.

The highlight of the analysis is that all four channels put together, the total advertising monies spent on all the matches shown during the first four days is a hefty Rs 45.4 crore (Rs 454 million) at the peak inventory value.

Pepsi, LG and Samsung top the list of brands recalled spontaneously during the first week of the World Cup. Others in the top echelons are Coca-Cola, Onida, Britannia and Hero Honda.

Reliance India Mobile, another prominent advertiser, finds itself near the bottom of the top 10 rankings for the first week accompanied by TVS Victor and Videocon.

Other interesting finding ranks the effectiveness of various non-TVC (television coverage) advertising and branding platforms used during the event.

Ground hoardings and ground paintings followed by action replays have proved the most impactful in terms of recall.

'Cup of Life' study aims to aid advertisers and their agencies planning to leverage the event either through direct advertising or through sponsorships.