Consumer brands most visible during IPL: Report

NEW DELHI: Amidst the competition on the cricket field during the IPL, there's also a clash among brands to capture maximum eyeballs.
Consumer brands like Dream11, Tata group, Jio, My11 Circle, Pepsi and CEAT are high on brand recall, while fintech firms are striving for attention, says a joint report by market research firms, Kadence International and Crisp Insights.
With over 175 brands getting associated with the teams, the broadcast, or the event, getting noticed is a growing challenge for brands.Further, with each mode of association coming at a very different price, assessing return-on-investment for the brand of these modes of association becomes a key input to decision-making, it says.
The findings underscore the dominance of consumer brands in capturing viewers' attention during IPL, with Dream11 leading at 38% recall, followed closely by Tata at 32% and Jio at 27%, the report adds.
Amongst the top advertising brands in this edition include ecom-gaming, pan masala, soft drinks and face wash.
Interestingly, mobile screen viewers exhibit superior brand recall compared to those watching on larger screens, indicating a shift in media consumption habits among IPL audiences.
The report also reveals the impact of IPL-associated brands on teenage audiences, with 70% of teens reporting positive outcomes resulting from their interaction with these brands.
The study tracked over 130 brands, across 25 product categories to a sample of over 20,000 residents from 13 cities pan India.
Recently, a joint survey by the same market research firms --Kadence International and Crisp-- showed an individual viewer recalls only three to five brands, highlighting the battle for attention brands face during an IPL game.
With the marquee tournament nearing the finals, the official broadcaster, Disney Star said it continues to achieve remarkable viewership milestones on Star Sports. The channel mopped up a TV reach of 51 crore for the first 51 matches, a 5% growth over the previous highest in 2019, according to the latest data released by BARC on May 9. It recorded a huge 18% surge in match ratings (TVR) for the first 51 matches compared to the 2023 edition.