e-DART IPL’24: Tracking the IPL

When the first IPL took place in 2008, sports marketing and event marketing in general, was at a nascent stage in India. Over the years, as the IPL has grown in popularity so have the avenues for brands to associate with it. Indeed, the evolution of event marketing has been the evolution of IPL marketing. As more and more brands spend ever larger sums on and around the IPL, not only is the price-of-association bid up, but the clutter of brands too is growing. Concerns around the return-on-investment on IPL related spends are therefore real and need to be addressed objectively.
Kadence International and crispMR together assess “day-after-recall” for brands and try and provide objective data on how being featured in the IPL impacts a brand’s health.

Interviews are being conducted every day of the IPL, reports will be updated every week. Subscribe now, and receive updated reports through to the end of the IPL.

The IPL is first and foremost a televised event. While tens of thousands watch every game in the stadium and a few lakhs buy IPL team’s merchandise, the event’s TV viewership is half a billion! The potential IPL offers to brands to connect with their audiences therefore, starts with the fan watching the games on TV and noticing brands’ efforts at associating with the event and / or the teams.
The e-DART IPL24 therefore starts by identifying people who watched an IPL game in the past 24 hours and collecting information on brand recall and impressions on this base. This comprehensive report delves into details of brands noticed by viewers and the impressions left behind by these brands; it also explores the relationship different audience segments have with the IPL; and identifies the super-fans, product categories of interest and favourite teams. Finally, how do these interact to build favourable impressions for a brand.

Brand Noticeability Score: Individuals have a limited bandwidth for absorbing fresh information, their primary interest is in following the game rather than spotting brands. Plus there are ~150 brands associated with the IPL in various ways. So, not every brand will get noticed. Which brands are getting noticed? By whom?

Impact Index: The IPL offers a brand repeated opportunities to communicate to the same audience over two months making it a unique platform for the brand to launch new products, entice new consumers, engage its current base in a fresh conversation and gain trust / respect for the success it has acquired. The impact index is an objective assessment of how effective brands’ IPL association has been. Which brands have been the most effective? Among what audiences?

Superfans and Why they Matter? There are viewers and then there are super-fans. Super-fans are people who watch more IPL games more often, are emotionally invested in their favourite teams and are actively engaged in the progress of the tournament. They are more likely to reward brands for associating with the IPL. So, who are the super-fans? Who are their favourite teams?

Buzz Index: Every few IPLs, some brand comes along with a message or a way of delivering the message that transcends the limitation of viewership and becomes talked-about among even the non-viewers of the IPL. Who can forget the Vodafone Zoo-Zoos? So, what are the brands being talked about by IPL viewers this year? Which brands are the buzziest?

e-DART IPL’24: Tracking the IPL

When the first IPL took place in 2008, sports marketing and event marketing in general, was at a nascent stage in India. Over the years, as the IPL has grown in popularity so have the avenues for brands to associate with it. Indeed, the evolution of event marketing has been the evolution of IPL marketing. As more and more brands spend ever larger sums on and around the IPL, not only is the price-of-association bid up, but the clutter of brands too is growing. Concerns around the return-on-investment on IPL related spends are therefore real and need to be addressed objectively.
Kadence International and crispMR together assess “day-after-recall” for brands and try and provide objective data on how being featured in the IPL impacts a brand’s health.

Interviews are being conducted every day of the IPL, reports will be updated every week. Subscribe now, and receive updated reports through to the end of the IPL.