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Vivo most recalled sponsor, followed by Pepsi: Ipsos

MUMBAI: Chinese smartphone manufacturer Vivo is the most recalled sponsor of the 2016 edition of the Indian Premier League (IPL), with 20% Indian respondents identifying the brand as the leading IPL sponsor, according to a new study by global market research firm Ipsos.

Pepsi, though it pulled out of title sponsorship, is the second most recalled sponsor (14%).

Other sponsors/ brands recalled were as follows: Coca-Cola (5%) an associate sponsor; Oppo (5%), an associate sponsor; Vodafone (4%); Sony (3%); LG (3%); Reliance (2%); DLF (2%); Bata (2%); Reebok (2%); and Airtel, Tata, Hero Honda, Hero, MRF, Tata Sky, ESPN, Kingfisher, Samsung, Microsoft, Daikin, Amazon and Gionee all at 1%.

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

“Pepsi is still reaping the benefits of past association with the IPL in this season, at a time when it has snapped all ties with the league, placing Coca Cola lower, even though it is the associate sponsor this season,” said Ipsos MD India Amit Adarkar.

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 the IPL and the platform for marketers to engage with large audiences, do consumers buy brands that advertise during the IPL? Interestingly, 49% of the respondents polled said that watching ads during the IPL influences their buying choice.

Cities most influenced by advertising were Ahmedabad (88%) and Mumbai (77%). Cities least influenced by sponsorship were Bangalore (28%), Delhi (31%), Kolkata (36%) and Hyderabad (40%). 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: “The IPL is an impactful platform—both for marketers and for cricket enthusiasts.”

The IPL survey further showed that slotting cricket matches after 7 pm was increasing viewership, leading to more eyeballs for the game and advertisement. Interestingly, 61% respondents said that they were back from work by 7 pm and liked to unwind over the game. However, 25% respondents caught the game from wherever they were. Fourteen per cent were undecided about whether the post-7 pm slot was enhancing stickiness for the game or not.

The survey was conducted face to face via computer-aided personal interviewing system (CAPI) covering a sample size of 1,028 in eight cities of Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Lucknow and Ahmedabad. Respondents polled were from SEC A, B and C households. Men and women polled were in the ratio of 50:50.