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 per cent Indian respondents identifying the brand as the leading sponsor of IPL, according to a new study by global market research company Ipsos.

Though Pepsi pulled out of title sponsorship, it is the second most recalled sponsor (14 per cent). Other sponsors/ brands recalled were: Coca Cola (5 per cent) ,which is an associate sponsor of IPL; Oppo (5 per cent) – is an associate sponsor; Vodafone (4 per cent); Sony (3 per cent); LG (3 per cent); Reliance (2 per cent); DLF (2 per cent); Bata (2 per cent); Reebok (2 per cent); Airtel (1 per cent); Tata (1 per cent); Hero Honda (1 per cent); Hero (1 per cent); MRF (1 per cent); Tata Sky (1 per cent); ESPN (1 per cent); Kingfisher (1 per cent); Samsung (1 per cent); Microsoft (1 per cent); Daikin (1 per cent); Amazon (1 per cent); and Gionee (1 per cent).

“IPL title sponsor deal has already given Vivo good dividends in the first year of signing. It’s locked in for two 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.

He addded, “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.”

The Ipsos IPL survey was conducted by Ipsos Public Affairs team in April 2016 among 1,028 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 per cent of the respondents polled said that watching ads during the IPL influences their buying choice.

Cities most influenced by advertising were Ahmedabad (88 per cent) and Mumbai (77 per cent) – they said they buy brands that advertise in the IPL. Cities least influenced by sponsorship were Bangalore (28 per cent), Delhi (31 per cent), Kolkata (36 per cent) and Hyderabad (40 per cent); Lucknow and Chennai showed polarised 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.”

The 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 per cent respondents said that they are back from work by 7.00 pm and like to unwind over the game. Though 25 per cent respondents catch the game from wherever they are. 14 per cent were undecided of whether post 7.00 pm slot was enhancing stickiness for the game or not.