Vodafone, Pepsi most visible brands during IPL3: Day after Cricket study

Vodafone has emerged as the most visible brand during IPL3 for the period March 12-20, 2010, according to ‘Day After Cricket’, a research product from Ormax Media, which measures advertising effectiveness of cricket. During this period, cellular companies have scored the most among the most recalled and the most liked brands.

The target group reached was in the age group of 15-34 years, in the SEC AB category, both male and female in Mumbai, Delhi, Pune, Kolkata, Hyderabad and Chennai markets.

The top five most recalled brands from March 12 to 20, 2010 are Vodafone followed by Karbonn, Pepsi, Nokia and Idea/ Oongli Cricket. Vodafone has the highest recall of 50 per cent and Karbonn Mobile is only a distant second with 23 per cent of recall.

Interestingly, DLF which is the title sponsor for IPL has not featured in the top five list in either the most recall or most liked brand. The reason could be because the brand is less active in advertising and no innovation during IPL matches either.

On the other hand the top five most liked brands are again Vodafone with 48 per cent, distant second is Pepsi with merely 13 per cent likability, followed by Idea/ Oongli Cricket with 12 per cent, Tata Docomo and Thums Up with 10 per cent and 8 per cent respectively.

In conversation with exchange4media.com, Shailesh Kapoor, Director, Ormax Media explained, “While it’s still early days for IPL3, Vodafone so far is emerging the leader among brands in both most liked and recall brands, its counter parts on the other hand are more or less not able to match up. Brands that have a combination of FCT, on-ground or any kind of innovation are the ones that are benefitting from IPL as a result they are more recalled and liked.”

“A lot of brand recalls come from innovations, strategic time out, FCT and so on. In fact even ads running post and pre match are not registering in the consumers mind. I believe that brands that are benefiting are those that are constantly changing their creative, have tie ups and innovating on regular basis or at the right time. If you want to benefit from IPL3 you should not restrict your brand to commercials but, have a good mix of innovations of some kind and commercials.”

This apart, while IPL3 may have sizable number of female audience however, the study finds that it is the male consumers who have a significantly higher recall as compared to female consumers.

Hence it is important for brands to now go beyond just branding which could be associating with something or being more innovative, as visibility alone does not lead to recall or being liked among consumers.

Findings For All Audiences

Top 5 Most recalled brands till date (March 12 – 20)

Methodology:

TG: 15-34, MF, SEC AB

Markets: Mumbai, Delhi, Pune, Kolkata, Hyderabad, Chennai