Mumbai : Chrome Data Analytics and Media – India’s largest primary research and data analytics company conducted a study across India, on the Most Effective Ads of IPL 2018.
IPL 2018 has become one of India’s biggest events and we saw fans rejoicing and cheering for their favorite teams with full enthusiasm and excitement, IPL has also paved way to many major brands including Jio, Airtel, Frooti, Vodafone and many others, to invest in advertising and planning its budgets in order to get the maximum benefit out of the cricketing season spends. Few brands also extended and customised its advertising films to suit the mood of fans during this cricketing season and make their campaign more relevant to the viewers.
Chrome’s latest study seeks to analyse the effectiveness of the ads in the IPL 2018 season among the sample size of 3,489 respondents in India between the period 17th Apr’ to 20th May ’18..
57% of the respondents watch IPL everyday while 36% of them watch it as per convenience, 5% of the respondents say that they watch IPL once in a week and only 2 % watch it only on weekends.
While responding to the query on recall of ads during IPL, 47% respondents strongly agree that they can recall the same whereas 14% just agree to it. 12% of the respondents say they disagree to that they can recall the ads during IPL and 27 % of the respondents strongly disagree to it.
27% of the respondents look out for product information in an advertisement while 23% and 21% of the respondents look out for celebrities and brands respectively. the study says that 16% are keen on deals and discounts in an advertisement and price information is checked on by only 13% of the respondents.
When asked if a TV commercial have ever influenced in buying new product, 41% respondents agree to it and 23% respondents disagree to the same, whereas 36% of the respondents are not really sure about it.
37% of the respondents say ,they somewhat agree that a certain celebrity advertising can influence his/ her buying decision, 29% strongly agree to this while just 5% say their buying decisions are not at all influenced by celebrity advertising.
Displaying the ads of some famous brands like Vivo, Vodafone, Jio Airtel and Goibibo, to test the recall of brands in the minds of the respondents, Vivo TVC with Aamir Khan is recalled by 86% respondents and 83% of the respondents are able to recall the Vodafone TVC, while Goibibo TVC and Airtel 4G TVC can be recalled by 79% and 78% respondents respectively. 77% say they remember watching the Jio ad during the IPL season.
On a scale of 5, Airtel 4G TVC is rated 3.48 by the respondents while Vodafone TVC and Goibibo TVC scores 3.36and 3.17 respectively in the survey. Vivo scores 3.14 points out of 5 and Jio is rated 3.03 by the respondents.
In terms of the choice of the respondents, 26% of them have chosen Vodafone’s TVC and say its their favorite TVC’s in the IPL season followed by Jio Dhan Dhana Dhan wth Deepika Padukone with 19% respondents, 17% of them chose Vivo;s TVC with Aamir Khan while 16% say Goibibo’s TVC with Deepika Padukone is their favorite ad.
TV commercials for brands like Airtel 4G, Nestle Munch with Priya Varrior,Samsung and Frooti are chosen by a meagre percentage of respondents.
31% of the respondents feel that Jio Dhan Dhana Dhan with Deepika Padukone is the most suitable ad for the IPL season followed by Goibibo ‘s TVC with 23% and Vodafone’s TVC with 16%.
19% of the respondents say they will not buy product based on these commercials however, 17% respondents would buy Jio, and 16% would purchase Vivo and 14% would go with Airtel 4G.
Commenting on the study, Pankaj Krishna,Media chief – Chrome Data Analytics says “IPL is fast turning into one of the most important events on the Indian marketing calendar. While a lot of brands have tried to lend a cricketing touch to their ads to take advantage of the season, some ads like Frooti have stuck to their brand ethos and done well with clever placement and planning. As IPL develops further as a property, and especially with Star’s backing, we will see more content innovations coming in.”
Out of the sample size of 3,489 respondents, 64% were Male and 29% are female and the age group was from 15 to 55 years. The research methodology involved interviews with mobile devices as well as structured survey in real time.