Hansa Research launches IPLomania 2020 to track brand performance during IPL

The syndicated study delves into how brands can exploit the opportunity in a relatively new version of the tournament

e4m by exchange4media Staff
Published: Sep 16, 2020 12:17 PM  | 2 min read

The branding and advertisement scenario has undergone a complete overhaul during the past six months, and many more brands are now being marketed in the digital space. Now, with the IPL coming back, most brands must be eyeing to get themselves marketed during this period. Hansa Research, through syndicated study IPLomania, delves into how these brands can exploit the opportunity in a relatively new version of the IPL.

From a Marketing perspective, the revenue perception model will most certainly change and brands can learn (and fine-tune their brand strategies) by recapturing the branding and advertising developments from IPL 2019.

The last edition of IPL (2019) saw some 120 brands being advertised on the platform. This year we are tracking all of those along with a few new brands that are expected to advertise in the 2020 edition. The current market dynamics have diversified the category pool that usually advertises on the IPL platform. New brands/categories will be on air this year due to the IPL being scheduled in close proximity of the festive season. With a plethora of categories – E-Commerce, FMCG, Auto, E-Wallets, Alcohol, Gaming, OTT, Paints, Real Estate, Education, Smartphones, Telecoms, Electronics, Banking, Wires, Social Media, Oral Care– the clutter would be the most difficult to break this year.

V Sudarshan, Sr Vice President, Hansa Research said, “IPL turns 13, and everything about the event this time is different. Cricket enthusiasts are all looking forward to the new season right in the middle of the festive season, with a brand new sponsor, in a foreign land. What remains the same is the passion and awe-inspiring participation from the brands, which ultimately makes IPL a grand essential sports platform for advertising in the country.”

IPLomania, with its consistent tracking of brands over the years, is uniquely poised to measure the returns on the advertising investments in terms of the recall of brands/ads. Since the research methodology has remained unchanged over the years, it is the only source of comparative analysis for brands.

Sudarshan also continued saying, “We have crossed our expectations this year from IPLomania in terms of Revenue” which not only brings in some positivity amidst the gloom but also reiterates the fact that brands are not just spending on IPL but are also keen in understanding how the spends have helped them.

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