Dream11 leads charge on brand visibility during IPL followed by Tata: Report

Delhi: Research by Kadence International and Crisp emphasises that while the primary interest of viewers is following IPL matches, brand recall is relatively low where two-thirds of respondents remember only five or fewer brands advertised during the game. 

It shows that IPL continues to be a battleground for brands aiming to capture the eyeballs of millions of cricket fans. 

The analysis of brand recall during IPL matches focused on the visibility of brands acting as team sponsors and advertisers, found that Dream11 led with 33% brand visibility, followed by Tata Group at 24%. Other notable performers included Jio, My11 Circle, RuPay, and CEAT. These brands achieved varying levels of exposure among diverse audience demographics, including different age groups and genders.

Data shows that 23% of people have watched IPL games in the past 24 hours, underscoring the enduring popularity of the league. IPL enjoys significantly higher viewership among men, with 30% tuning in, compared to 12% of women. Additionally, 30% of viewers actively follow the IPL's progress, and among superfans, 55% are active followers of the league.

The report said that the reason brands want to advertise on IPL is majorly due to 4 factors that are:

• Impart Knowledge
• Elevate Esteem
• Raise Relevance
• Drive Disposition

According to a research survey, IPL Superfans are more attuned to brand visibility during matches compared to regular viewers. The study highlighted that 20% of respondents qualify as IPL 'Superfans.' These superfans not only represent 44% of the viewership for a typical IPL game but also show a heightened brand awareness. They are more inclined to notice brands and react favorably to brand communications, with 70% of viewers having been positively impacted by at least 1 brand during the IPL.

When emphasisng about the distribution of fans across teams, the report highlighted that only 50% are fans of a team, of these, 86% name one of four teams as their favorite constituting CSK, RCB, KKR, or MI fans.

The report concluded by highlighting that the influence of IPL on associated brands is significant, as evidenced by the study tracking over 130 brands across more than 25 product categories.