The current market dynamics have diversified the category pool that usually advertises on the IPL platform. New brands will be on air this year due to the IPL being scheduled in close proximity of the festive season, according to Hansa Research.
Hansa Research, through its syndicated study IPLomania, delves into how brands can exploit opportunities in a relatively new version of the IPL. From a marketing perspective, the revenue perception model will most certainly change and brands can learn by recapturing the branding and advertising developments from IPL 2019.
According to the study, a pre and post-module in terms of IPL will be used to gauge the impact of the information areas captured during the IPL. It also suggests that the impact on brand measures wouldn’t fluctuate every day, and hence need not be tracked every day. Both the modules will be conducted in the same market.
The study also states that recall return on investment as a concept helps clients to understand the impact done by the advertisement on the viewers and the recall value of the advertisement, thereby considering recall as a factor.
With a plethora of categories – e-commerce, FMCG, auto, e-wallets, alcohol, gaming, OTT, paints, the clutter would be the most difficult to break this year. IPLomania, is poised to measure the returns on the advertising investments in terms of the recall of brands/ads.
The study aims to help the brands by assessing trends in viewing patterns throughout the tournament and comparing them with the previous year’s patterns. In terms of brand ad or logo, the study will assess the recall of any brand associated with IPL, activations recalled by brands, copy recall or branded copy recall for creatives, brands and activations.
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V Sudarshan, senior vice president, Hansa Research said, “IPL turns 13, and everything about the event this time is different. 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. We have crossed our expectations this year from IPLomania in terms of Revenue.”
