Vodafone, Pepsi and Kingfisher most recalled brands in IPL 5: Ormax Study
According to Ormax Media's Cricket Advertising Recall & Effectiveness research - Day After Cricket (DAC), the top recalled brands during IPL 5 are Vodafone, Pepsi, Kingfisher, Volkswagen & Hero.
The last week of IPL 5 however saw Pepsi lead the recall charts, touching a score of 44% on Unaided Recall, the highest achieved by any brand this season.
Volkswagen & Kingfisher are the only brands which feature among the Top 10 brands in terms of both Unaided Recall and Ad Likeability.
The Top 3 most liked ads are: Gems – Raho Umarless, Sprite – Raasta Clear Hai and Mazaa – Har Mausam Aam. None of these three campaigns featured a celebrity.
The most recalled innovation sponsorship asscoation recalled is Karbonn Kamaal Catch. DLF Maximum Sixes and Vodafone Star Of The Match are a distant no. 2 & 3.
The table below lists the top brands recalled by the viewers in the day-after recall research conducted during the fifth edition of the IPL.
Top 10 Brands Recalled (IPL 5)
- Vodafone
- Pepsi
- Kingfisher
- Volkswagen
- Hero
- Coca Cola
- DLF
- Idea
- Nokia
- Tata Docomo
Top 10 Most Liked Campaigns (IPL 5)
- Gems
- Sprite
- Mazaa
- Volkswagen
- Cadbury’s Dairy Milk
- Yatra.com
- Kingfisher
- Mountain Dew
- Lays
- Slice
Day After Cricket is a consumer based day-after recall study, conducted among IPL viewers across six cities: Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. The TG for the study was Males 15-40 years and Females 15-34 years old.
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