MEC has released its post IPL analysis in an effort to understand consumer involvement in the third season of the series.
The study looks at viewership patterns, team and player preferences and brand associations across a sample size of 900 across eight IPL cities and Nagpur and Ahmedabad. The research was conducted between 28 April and 1 May, 2010. The target group was male and female, 15 to 55 years, SEC A, B and C.
Among the findings, two thirds of the respondents have stated that they watched more IPL in season three than in previous seasons, with India returning as the venue for the series being a primary reason for interest, besides better performance of the teams. The overall average TVR is 12% higher than season two and 5% lower than Season one. Semi Final 1 (MI/RC) and final ratings are the highest.*
The study claims that the third season had a reach of 82% across all IPL matches. It also goes on to analyse three kinds of brand associations with the IPL. This includes overall IPL Association, ground asspciation and on-air association. It found that DLF and Vodafone continued to be top of mind as far as the IPL association goes. As far as overall IPL association goes, Vodafone remains the most recalled brand (unaided).
Among the brands that are high on recall, Videocon, Aircel, Samsung and LG gained the most. Maxx, Spice, ICICI and Whirlpool catapulted from zero to 22-29% recall. Samsung, LG, Pepsi and Nokia were the brands that gained a lift in awareness over two IPL seasons.
DLF and Vodafone scored the highest on on- ground association too. (unaided)
As far as on-air association goes, Vodafone scored the highest, followed by Nokia and LG. Brands like Kingfisher, Nokia, Hero Honda and Aircel who were activated on-ground as well as on-air benefitted the most. Though Vodafone was activated on on-ground as well as on-air, the study finds the brand’s recall as having hit a plateau and suggests that Vodafone on-air weightage for the next season.
The study claims that four out of the ten most advertised brands did not capitalise on recall. These include Tata Photon, Docomo, Hyundai and Havells. Season three also saw some new players in the telecom sector rely on the IPL season for their launch strategy. The study has surmised that of these three (Maxx Mobile, Micromax and Karbonn), only Maxx Mobile was recalled by consumers.
Regarding the segment Extraa Innings during the series, the study claims that brands with the right mix of celebrity advertising and on-ground association can make do with investing in this segment. As for brand associations with individual teams, Kolkata Knight Rider’s association with Nokia and Chennai Super King’s association with Aircel were the strongest brand-team associations, with the Nokia-KKR association topping the list, followed by Aircel-CSK. Delhi Daredevils’ association with Hero Honda was third.
Factors like favourite player and home team continue to be the reasons for fans to support their respective teams. The study states that there has been a huge spike in Sachin’s popularity and he is the most valuable Indian player at the moment, followed at a distance by M.S Dhoni and then Yuvraj Singh.
It also claims a complete shift in loyalties as far as foreign players go. Before the series, Ponting, Gilchrist and Jayasurya were deemed to be the most valuable foreign players. Post the conclusion of the third season, Pollard has emerged as the most valuable foreign player, followed by Kallis. At number three is Gilchrist, followed by Shane Warne.
To the question ‘Will IPL be more interesting as seasons progress,’ 87% responded in the affirmative. ‘Tough competition between teams’ was said to be the reason behind the heightened interest for following seasons. Home viewing was the most preferred form of IPL consumption, by a mile, compared to watching it at a friend’s house or at the stadium.
Commenting on the study, Shubha George, COO, South Asia, MEC, says, "The top 2 brands in terms of the most efficient recall to investment are
Kingfisher and Nokia. Neither of these brands were the top on-air advertisers. In fact, they ranked #47 and #40 in terms of number of spots on TV. But because of their right mix of team associations, activations to go along with advertising, they have come out winners. If I were Vodafone, I will start thinking hard about IPL4. Theirs is a classic case of highest recall but hitting a plateau. There is a clear need to relook at on-air/on-ground/ team mix for such high recall brands as Vodafone. More of the same will prove inefficient in season four."
(*Note: All TAM ratings in 15years+, SEC ABC, All India, CS homes)
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins