Hansa Research releases IPLomania - a syndicated 9 season study on team loyalties and its impact on brand recall

IPLomania reveals interesting correlations between team loyalties and its impact on the recall value of the sponsoring brands. The study which started in 2008 (IPL – Season 1), completes 9 years, covering 11550 F2F CAPI Interviews, panning 10 towns covering SEC ABC, hard-core IPL viewers, of age group 12+, this season, threw up some interesting data.

• Not all cities are ardent supporters of their respective teams

• Team’s Performance plays a significant (if not crucial role) in enhancing loyalty

• Marque players are a vital cog in any team’s fan following

There are exceptions though.

Transient Loyalties

For every fanatical supporter of CSK, there is a very fickle supporter of DD. But, even this might change in the next season. KXIP realized that when they found tremendous support in the latter stages of 2014, while they were consistently dominant, only for the support to fizzle out in the next edition when they bombed. So can DD count on an increased fan base during IPL-10?

Amongst the latest entrants, GL are increasing the fan base with their performances, while RPS is struggling even with MS Dhoni at the helm.

Top Performers

CSK and MI have emerged as the most consistent in garnering loyalties, and not just from their respective cities, so has KKR and RCB.

Masterstroke

CSK, MI, KKR and RCB have more or less kept a consistent pool of players, giving their supporters ample time to identify themselves with the team. With a consistent core, their performances have been consistent and that has led to a consistent, loyal fan base.

In teams that are yet to settle their squad, marquee players play an important role in establishing a connection with the audience. Fans of SRH swear by their captain David Warner, whereas Glenn Maxwell rouses the fervour for fans of KXIP.

Lead Sponsor Mentions

IPLomania reveals a stark difference in the manner in which these sponsor brands are recalled by the audiences. Let us take an example of the ‘lead’ sponsors (whose logo appears on the jersey chest for each team).

8%  of audience mentions the ‘lead’ sponsor on a average for any team

27% of audience mentions ‘lead’ sponsor when it comes to the top 2 teams CSK and KKR

2% of audience mentions ‘lead’ sponsor in case of KXIP and DD

In fact the brand recall for the CSK sponsor was as high as 42%.

Team Loyalty and brand recall

Team loyalty also plays a huge role on the recall value for a brand. Teams that have managed to consistently garner a loyal fan base, also manage to repay their sponsors in terms of a better brand recall.

Bringing it all together

With a captive audience the IPL provides a tremendous opportunity for brands to be associated with the franchise, and more importantly recalled by their audience. The formula is to be consistent whether it comes to the squad or performance and strategic – like having a marquee player and giving him time to build a loyalty fan following.