The Indian Premier League (IPL) season is one of the biggest draw for brands. Spends on the IPL this season have increased from previous season. According to a report released by Hansa Research called IPLomania 2015 for week 1 (April 8 – 14, 2015) of IPL 8, Coca-Cola leads the brands in terms of the ROI and brand recall, while Vodafone and Amazon have one of the lowest ROI for IPL despite being highest spenders.
The best case scenario on a per week basis being 425 seconds of TV spots bringing in ROI Score 1,297. Coca-Cola, who has brought TV advertising spots for 285 seconds, got the highest ROI score 411. While Vodafone, which is one of the presenting sponsors on-air, with a maximum TV spots of 3,955 seconds being the highest spender got an ROI score of 28. Similarly, Amazon, which is also the presenting sponsor on-air, with TV spots for 3,498 seconds got an ROI score of 57. Other top advertisers on IPL which scored low in terms of ROI were Cardekho.com, Cartrade.com, Tata Sky, Paytm and Snapdeal.com. While Cardekho.com which had 3,046 seconds got an ROI score of 26, Cartrade.com with 2,015 seconds got an ROI score of 27. Tata Sky did slightly better with 1,925 second of ad spots got an ROI score of 36. Paytm with 1,690 seconds of TV spots got an ROI score of 32, while Snapdeal with 1,667 seconds managed to get an ROI score of 28 similar to that of Vodafone with less than half of the ad spends.
The least in terms of ROI and brand recall was of CP Plus HD Security Camera which had 1,645 seconds of TV spots and got an ROI score of 1. V-guard Stabilizer with 1,680 seconds got an ROI score of 4.
While Vodafone was the highest spender during the week on IPL 8, Tata Bolt spent the least during week 1 with 50 seconds but nevertheless managed to get an ROI score of 163. This was much higher than all of the top spenders such as Vodafone, Amazon, Tata Sky, Snapdeal, CarTrade.com and Cardekho.com. Other brands with good brand recall and best ROI also include brands that spent less on IPL such as Maaza which had 120 seconds and got a ROI score of 395, Cadbury 5 Star which had 190 seconds of ad spots and got a 388 ROI score, CEAT Tubeless Tyres which had 150 seconds of ad time and managed to get a ROI score of 375 and Dulux Velvet touch with 100 seconds to get a ROI score of 372. While Coca-Cola’s rival Pepsi (also title sponsors of IPL) came in sixth with 750 seconds getting an ROI score of 324.
Hansa Research’s IPLomania is a weekly syndicated study on empathy and brand recall. Hansa conducted this research with data from their IPL Ad Inventory System which gives brand-wise ROI scores.