Vodafone most visible ad during IPL2 from April 19-25
The TAM AdEx data for the seven days of IPL 2 – from April 19 to 25 – show Vodafone, Airtel, Nokia, Castrol CRB Turbo and Axe Deodorant as the top five most watched brands. Among the ‘On Screen’ brands, DLF IPL and iplt20.com are among the top five most visible brands.
Telecom brands have been dominating the commercial advertisements in the second edition of the Indian Premier League (IPL) as per TAM AdEx data for seven days matches from April 19-25, 2009. Nine matches were played during these seven days, where Vodafone Cellular Phone Service has emerged as the most viewed brand with 10 per cent of the share, followed by Airtel Cellular Phone Service with 5 per cent of the share. Nokia Mobile Phone, Castrol CRB Turbo and Axe Deodorant have 3 per cent of the overall commercial advertising share.
Among the ‘On Screen’ advertisements, which appear on screen during the matches, the top five most visible brands include DLF IPL with 77 per cent share, www.iplt20.com with 9 per cent share, Amity University with 3 per cent, Royal Challengers Bangalore and M.iplt20.com with 1 per cent of the overall on-screen advertising share.
According to TAM AdEx data, the top five brands contributed 24 per cent to the overall commercial advertising share, while 91 per cent of on-screen advertising was done by the top five on-screen brands.
When it comes to the top five celebrity endorsements during the IPL2, from April 19-25, 2009, Shah Rukh Khan tops the chart with brands like Nokia, Sprite and Hyundai i10. Next are R Madhavan and Vidya Balan for Airtel, MS Dhoni for Aircel and Frito Lays, and Sourav Ganguli for Nokia.
Rajneesh Chaturvedi, National Director, MEC Access, observed, “Brand recall among audiences has to be a combination of both on ground activation as well as on-air commercials. Even among on-air commercials, it is a combination of both commercial and pop-ups, which help in recalling the brands, however, brand recall depends on how innovative or creative the advertisement is and what is it conveying.”
Tarun Nigam, Executive Director, India, North and Pakistan, Starcom Worldwide, noted, “Visibility of an ad is also dependent on the creativity functions of that ad. For example, Vodafone advertisement has been tipped of as the highest recall ad because its creative has been different. Visibility for a consumer is a function of creativity, a function of frequency, a function of smart implementation, and whether it resolves brand recall or not. It is dependent on various other parameters like the distribution, pricing and so on.”
Thus, while these may be the top five brands whether on screen or commercial advertisements, eventually it all depends on the innovation that is brought with the brand that helps in brand recall among consumers.
