Over the years, IPL has emerged as one of the most sought after marketing platforms. The reach and appeal of IPL has scores of brands vying for a pie of this franchise that has millions of viewers spread across the globe.
Bengaluru-based media-tech startup, Zapr which tracked the reach of the top five sponsors in the first week of the ninth season of Vivo IPL 2016, gets us a fair idea into the reach of this platform.
Amazon, which is the presenting sponsor of IPL, topped the charts with 352 ad spots with an impressive 268 million reach. The e-commerce giant joined IPL in 2014 as an associate sponsor and has been continuing with the franchise ever since.
First time ground sponsor Maruti Suzuki had a similar reach of 268 million with 235 spots in IPL’s first week.
Online payment platform Freecharge, which is the official on-ground partner of the tournament, garnered a reach of 197 million from 193 spots, through its campaign ‘Lo.Do.Khatam.Karo’. According to Govind Rajan, COO, Freecharge, the company has spent over Rs 100 crore in the sponsorship, alliances and promotions during the tournament.
IPL’s title sponsor Vivo recorded a unique reach of 152 million from 123 spots, through its debut television commercial featuring actor Ranveer Singh. The Chinese mobile brand has assigned a budget of Rs 200 crore for brand promotion during IPL.
TVS Tyres who is principal sponsor of Gujarat Lions had a unique reach of 59 million from 53 ad spots.