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Vodafone's recall tripled, thanks to ZooZoos and IPL: MEC study
The mediaedge:cia study on trends post IPL also suggests that DLF’s top-of-mind recall increased by 25 per cent after the tournament
Mediaedge:cia’s (MEC) post IPL study indicates many trends and suggests guidelines for advertisers to leverage the next IPL season. The study was conducted with a sample of 800 viewers across eight IPL cities, between May 27-30, with the help of TAM data for C&S 15 +, SEC ABC, All India homes.
The study reveals how the viewer perceived the second season of IPL vis-à-vis the first one -- viewership comparisons, shift in team support, change of player preferences, which brands gained and what were the best branding elements on-ground.
While the TVRs of matches in IPL 2 may not have matched up to those of last year’s, more people tuned into IPL this season than in Season 1. The MEC study suggests that, on an average, consumers watched three more matches in Season 2 compared to their Season 1. About 52 per cent interviewees said that they watched more matches in the second season.
The viewership of IPL 2 was 16 per cent lower than IPL 1. The drop came from the fact that even though more people watched the matches, the time spent watching has declined by 18 per cent.
However, the elections did not affect IPL viewership. While 70 per cent respondents said that they were oblivious to the elections, 22 per cent admitted to watching less of IPL matches on polling days.
While DLF enjoyed the most top-of-mind (TOM) recall, by gaining 25 per cent recall, Vodafone’s ZooZoos helped the brand triple its TOM score, post IPL 2. The other brands that gained were Kingfisher, Aircel and Idea. While Vodafone dominated on-air, DLF and Vodafone also enjoyed high TOM scores for their on-ground associations.
Among associations of teams and brands, the strongest were Kolkata Knight Riders-Nokia, Chennai Super Kings- Aircel and Mumbai Indians-Idea, in that order.
In terms of effectiveness of on-ground branding elements, boundary ropes and perimeter ropes scored high in TOM scores. Some other elements that scored were jersey fronts and grass mats. Interestingly, respondents remembered all the branding elements.
In terms of team support, the MEC study indicates that Rajasthan Royals and Chennai Super Kings have both seen a decline post Season 2; and Deccan Chargers have not been able to build team support despite their performance. Delhi Daredevils, Kings XI Punjab and Kolkata Knight Riders have enjoyed consistent support.