Mumbai: Fintech brands Groww, Upstox, ET Money showed twice the recall during this year’s recently concluded IPL season compared to 2023. High Definition and Smart TV viewership is on the rise according to Hansa Research’s IPLomania Study
The latest report brings to light findings on consumer insights, brand recall, and viewership patterns of the most coveted sporting entertainment event, creating a benchmark for marketers to study the impact and success of advertising and brand sponsorships.
According to IPLomania 2024 study, the fantasy sports and online gaming app, Dream 11 emerged as the most recalled brand advertiser with an 81% recall rate followed by My11circle (63%) and Tata Neu (59%) respectively. Dream 11’s star-studded ad campaign and integrated marketing strategies have strengthened its popularity among the audiences. The high recall for Dream 11 can be attributed to their engaging ad campaigns featuring prominent celebrities and cricketers, capturing audience attention effectively.
Praveen Nijhara, CEO, Hansa Research said, “Through IPLomania we provide a detailed overview of the evolving dynamics of IPL viewership and brand engagement year on year. The two things that set IPLomania apart in the research domain are exclusivity and credibility. From the surge in dual viewership to impressive brand recall rates and the uplift in new and traditional categories, the findings are novel and offer invaluable data for brands to strategize and maximize their advertising efforts. Our study identifies the emerging trends and viewer preferences, making it a must-have tool for understanding the impact of IPL across platforms.”
An overarching trend that dominated the findings of the IPLomania 2024 study was the increased visibility of new product categories. Financial services saw an uplift in the key brand measures, particularly within new fintech categories such as payments, discount brokerage firms, and fintech awareness apps. Top performers in this category included payment brands like Visa, Mastercard, Rupay, which showed a growth of 20%. Investment apps such as Groww, Upstox, ET Money also showed an impressive growth of 18% average brand uplift as compared to last year.
The study also spotlighted the emergence of new-age beverage categories of energy drinks, with brands like Thumbs Up Charged, Sting, and Redbull leading the way with a year-on-year uplift of 12%. Furthermore, FMCG and fashion apparel brands witnessed a significant uplift in brand metrics, resulting in a 24% higher recall rate. Besides that, legacy brands like Tata Salt and Amul have also capitalized on the massive viewership of IPL to promote their products.
A better viewing experience was a key trend evident this year, as 70% of viewers preferred High Definition quality. ‘Dual viewership’, a trend since the last few seasons, continues its reign, with 59% of viewers preferring connected TV viewership. The mobile-tablet user ratio has prominently risen compared to other devices like laptops and TVs. Another interesting finding revealed that Smart TV viewership has been on the rise year on year.
The property in-stadia findings from Hansa Research’s IPLomania 2024 report further revealed interesting insights into the effectiveness of in-stadia advertising. Brands on player jerseys remained highly visible, with 62.71% of respondents noticing them. Others such as on-ground ads and commentator backdrops, showed an uplift in the overall visibility. The report noted a significant uplift in ads for Qatar Airways and Gulf Oil on RCB and CSK respectively.
The key insights from IPLomania 2024 continue to guide brands to analyse, modify and optimise their marketing efforts and ad spends for maximum consumer engagement during this iconic tournament every year.
