Vivo Most Recalled Sponsor; Pepsi in 2nd Spot: Ipsos IPL 2016 Survey
Chinese smartphone manufacturer Vivo is the most recalled sponsor of Indian Premier League (IPL) 2016, with 20% Indian respondents identifying the brand as the leading sponsor of IPL, according to a new study by Ipsos, a leading global market research company.
Pepsi though pulled out of title sponsorship, it is the 2nd most recalled sponsor (14%). Other sponsors/ brands recalled were: Coca Cola (5%) which is an associate sponsor of IPL; Oppo (5%) – is an associate sponsor; Vodafone (4%); Sony (3%); LG (3%); Reliance (2%); DLF (2%); Bata (2%); Reebok (2%); Airtel (1%); Tata (1%); Hero Honda (1%); Hero (1%); MRF (1%); Tata Sky (1%); ESPN (1%); Kingfisher (1%); Samsung (1%); Microsoft (1%); Daikin (1%); Amazon (1%) and Gionee (1%).
“IPL title sponsor deal has already given Vivo good dividends in the first year of signing. It’s locked in for 2 years, for Season 9 and 10. That’s the power of title sponsorship; the brand gets constantly registered across consumer touch points, whether it is print, TV, radio, internet, outdoor, etc. in every communication,” said Amit Adarkar, Managing Director – India, Ipsos.
“Pepsi is still reaping benefits of past association with IPL in this season, at a time when it has snapped all ties with IPL, placing Coca Cola lower, even though it is the associate sponsor this season,” added Adarkar.
Ipsos IPL survey was conducted by Ipsos Public Affairs team in April 2016 among 1028 Indian respondents across eight cities – Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Lucknow and Ahmedabad.
Given the high levels of stickiness of IPL and the platform for marketers to engage with large audiences, do consumers buy brands that advertise during the IPL? Interestingly, 49% of respondents polled said that watching ads during the IPL influences their buying choice.
Cities most influenced by advertising were Ahmedabad (88%) and Mumbai (77%) – they said they buy brands that advertise in the IPL- cities least influenced by sponsorship were Bangalore (28%), Delhi (31%), Kolkata (36%) and Hyderabad (40%); Lucknow and Chennai showed polarized views.
Adarkar feels that IPL Sponsorship is leading to a positive rub off on brands, leading to positive outcomes like creating brand affinity, reappraisal and call to action – it would be natural for respondents to react to all the wooing: “IPL is an impactful platform – both for marketers and for cricket enthusiasts.”
Ipsos IPL survey further showed that slotting cricket matches post 7.00 pm was increasing viewership, leading to more eyeballs for the game and advertisement. Interestingly, 61% respondents say that they are back from work by 7.00 pm and like to unwind over the game. Though 25% respondents catch the game from wherever they are. 14% were undecided of whether post 7.00 pm slot was enhancing stickiness for the game or not.