Hansa Research has announced the launch of IPLomania, a study on how brands use the IPL to market themselves.
In 2019, close to 120 brands advertised during the tournament. The agency will be tracking those 120 brands and new brands that are expected to advertise during the 2020 edition.
The agency expects new brands and categories to be on air this year due to the IPL being scheduled in the build-up (and during) the festive season resulting in brands finding it more difficult to break the clutter.
IPLomania will measure the returns on the advertising investments in terms of the recall of brands/ads. A statement from the agency states that since the research methodology has remained unchanged over the years, it is the only source of comparative analysis for brands.
V Sudarshan, SVP, Hansa Research, said, “IPL turns 13, and everything about the event this time is different. Cricket enthusiasts are all looking forward to the new season right in the middle of the festive season, with a brand new sponsor, in a foreign land. What remains the same is the passion and awe-inspiring participation from the brands, which ultimately makes IPL a grand essential sports platform for advertising in the country.”
He added, “We have crossed our expectations this year from IPLomania in terms of revenue which not only brings in some positivity amidst the gloom, but also reiterates the fact that brands are not just spending on IPL but are also keen in understanding how the spends have helped them."