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Tag: CSK

  • Hotstar creates record of 10 mn plus concurrent viewers for IPL finale

    Hotstar creates record of 10 mn plus concurrent viewers for IPL finale

    MUMBAI: They helped Hotstar hit a world record for concurrent online viewing a few days ago with 8.26 million viewers in the IPL first qualifier game on 22 May. Once again, the Chennai Super Kings (CSK) and Sunrisers Hyderabad (SRH) helped Hotstar create a new record of over 10 million concurrent users for the Vivo IPL 2018 finale that witnessed CSK’s Shane Watson hit a century and safely take the team to its third trophy.

    While Hotstar viewers could see the number hit 10.7 million, sources say that Hotstar will do a thorough check but can safely say that the number is between 10.3-10.7 million. Just for the season, the OTT platform from Star India increased its bandwidth to 10 million concurrent users at a time, with help from technology partner Akamai. A source from Star India says, “The numbers are insane, no other platform can handle the scale which we have achieved. We are going to check and recheck with Akamai regarding the numbers.”

    As Watson continued to slash through to his ton, viewers kept building up, especially for the last four overs. A sudden hike from eight million to 9.1 million and then to 9.7 million was witnessed before it breached the coveted mark to hit 10.7 million.

    The result of the final was the same as the first qualifier. SRH batted first setting a target of 179 runs in 20 overs, but the batting line-up of CSK was ready with all guns firing. The second innings started where the SRH bowlers dominated the powerplay but Shane Watson played the innings of his life scoring 117 off just 57 deliveries. SRH has defended low scoring games of 118 and 132 runs playing against Mumbai Indians and Kings XI Punjab respectively but could not halt CSK’s Watson.

    Hotstar, apparently, has played a key role in helping team Uday Shankar and Sanjay Gupta get closer to their revenues. Sources indicate the advertising revenues accruing courtesy the Vivo IPL are in the region of Rs 350 crore. Even rivals acknowledge that it is a landmark figure Hotstar has managed to achieve. To top that is the subscription revenue – guesstimated at around Rs 100 crore – which the streaming service has notched up so far.

    Star India has four more seasons of IPL for now and it is surely going to take this success and look forward to beating its own record. For the next season, it will have to increase the bandwidth to accommodate new viewers.

     

  • Arnab Goswami to lead IPL finale debate on Star Sports

    Arnab Goswami to lead IPL finale debate on Star Sports

    MUMBAI: Prior to the IPL finale, viewers will witness an interesting debate led by Republic World co-founder, MD and editor-in-chief and TV most prolific face Arnab Goswami. The theme of the debate is who will win the world’s toughest finals? The show will see cricket experts led by team Dean Jones, Kumar Sangakkara, Darren Sammy against team Scotty Styris, Brett Lee and Anil Kumble to predict the winner of Vivo IPL 2018. Jones and Styris will play against each other in aT20 format and collaborate with Republic TV.

    It will be a one hour show that will go be aired on Star Sports 1/HD, Star Sports 2/HD, Star Sports Select 1 (HD), Hotstar as well as on Republic TV.  

    Speaking on this debate, Jones said “Kumar Sangakkara and Darren Sammy are both extremely professional individuals. We are going to debate and prove why my team is going to win in this season of Vivo IPL. We will spend time going through analytics and the Red Book in detail. Kumar Sangakkara is a lawyer and Daren Sammy won two T20 world cup championships and is one of the best players of all time. So we are going to WIN THIS for sure!”

    Commenting on that, Styris responded, “The debate is going to be awesome! Dean Jones is going to lead one team and I am going to lead another with my team-mates Anil Kumble and Brett Lee, with the idea being that we debate all sections of the game – the powerplay, the middle overs and in the death. We will try and break it down into three experts in each time with the idea to prove why our team will win the Vivo IPL. I’ve got Anil Kumble and Brett Lee on my team who are the most knowledgeable cricketers I have met and I look forward to taking on Dean Jones’s team – who know nothing!”

    Select Dugout has a completely new concept for intense cricket fans. It highlights the what, why and how of the playing teams and players and their strategies that go into winning a match.

  • Hotstar notches up concurrent viewing world record of 8.26 million

    Hotstar notches up concurrent viewing world record of 8.26 million

    MUMBAI: The closely fought Chennai Super Kings (CSK) vs Sunrisers Hyderabad (SRH) playoff game for Vivo IPL 2018 set a new record for India’s leading video streaming service – Hotstar. According to it, the match saw a massive 8.26 million concurrent users logging on to the service, which is a world record for any video app, says its Twitter handle.

    The earlier record was around seven  million concurrent users in the early part of the IPL.

    What helped was the see-sawing of fortunes that both the teams saw during the course of the match. Even as Chennai Super Kings was popping the champagne for restricting the Sunrisers Hyderabad team to just 139 runs, the SRH bowlers put the brakes on the CSK batters when they came to the crease. At one stage the 140 target looked distant as wicket after wicket tumbled to tight bowling on a slowing track at Mumbai’s Wankhede stadium. But a last over first ball six saw the MS Dhoni-led team romping home comfortably.

    Hotstar, apparently, has played a key role in helping team Uday Shankar and Sanjay Gupta get closer to their revenues. Sources indicate the  advertising revenues accruing courtesy the Vivo IPL are in the region of Rs 350 crore. Even rivals acknowledge that it is a landmark figure Hotstar has managed to achieve. To top that are the subscription revenues – guesstimated at around Rs 100 crore – that the streaming service has notched up so far.

    With the finals set to be played by end this month, expect a newer record being set. Keep checking indiantelevision.com for updates.

    Also Read :

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    Ab Raaton Raat Ban Jao Sarkar with WatchN’Play on Hotstar

    Hotstar packs a punch with IPL 11 opening week user numbers

  • Star Sports 1 Hindi tops across-genre list

    Star Sports 1 Hindi tops across-genre list

    BENGALURU: Star India’s Hindi Sports channel Star Sports 1 Hindi topped the Broadcast Audience Research Council of India’s (BARC) weekly list of top-10 channels across genres in week 17 of 2018 (Saturday, 21 April 2018 to Friday, 27 April 2018), replacing Sun TV Network’s flagship Tamil GEC Sun TV. Star Sports 1 Hindi is one of the 10 Star India channels that air the Indian mega cricketing bonanza. IPL 11 is broadcast live in six languages—English, Hindi, Tamil, Telugu, Kannada and Bengali.

    Seven Hindi GECs and one channel each from Hindi sports, Tamil GECs and Hindi Movies made up the top-10 channels across-genre list for week 17 of 2018. Hence, Sun TV was the lone non-Hindi channel on the list. From the networks’ perspective, four channels from Star India, two channels each from Sony Pictures Network India (SPN) and Zee Entertainment Enterprises Ltd (Zeel) and one channel each from Viacom 18 and the Sun TV Network were on the list.

    Star Sports 1 Hindi topped the list in week 17 with 985.930 million weekly impressions during the week under review as compared with 949.032 million weekly impressions in the preceding week. Star Sport 1 Hindi also topped BARC’s weekly list of top-five sports channels. All the top-five sports programmes in week 17 of 2018 were aired on Star Sports 1 Hindi. The match involving two IPL teams from the south—Mahindra Singh Dhoni-led Chennai Super Kings (CSK) and Virat Kohli-led Royal Challengers Bangalore (RCB)—was the top programme with ranking based on average rating across all airings (original and repeat) during the week under review.

    Sun TV was second in week 17 of 2018 with a huge drop in ratings (13.7 per cent drop) to 890.534 million weekly impressions as against 1,032.408 million weekly impressions in week 16. Sun TV was the most-watched Tamil channel in BARC’s list of top-five Tamil channels in the Tamil Nadu (TN) and Puducherry markets and all the top-five Tamil programmes in these markets were beamed on Sun TV.

    Retaining its third rank in the list in week 17 of 2018 was Zeel’s free-to-air (FTA) Hindi GEC Zee Anmol with 774.763 million weekly impressions as compared with 717.079 million impressions in week 16. Zee Anmol also topped BARC’s weekly list of top-10 Hindi GECs in the Hindi-speaking urban and rural or HSM—(U+R) and in HSM (R). Zee Anmol was ranked ninth in HSM (U). Balaji Telefilms-produced family drama Kumkum Bhagya, which airs on Zee Anmol, was the second most-watched show during prime time in HSM (U+R) and was the most-watched show on HSM (R). Two other shows, Ganga and Mahek that were also aired on Zee Anmol, were the third and fourth most-watched shows during prime time in HSM (R).

    Climbing up a rank in week 17 of 2018 was Viacom18 FTA Hindi GEC Rishtey with 677.772 million impressions as compared with 631.658 million impressions in week 16. Rishtey was ranked second in BARC’s list of top-10 Hindi GECs in HSM (U+R) and HSM (R) while it was ranked eighth in HSM (U).

    Dropping down a rank to fifth place in BARC’s across-genre list was Star India’s FTA Hindi GEC Star Bharat. The channel gained 1.2 per cent ratings in week 17 of 2018 to reach 664.618 million impressions as against 637.080 million impressions in week 16. Star Bharat was ranked third in BARC’s weekly list of top-10 Hindi GECs in HSM (U+R) and HSM (U) and was ranked fifth in HSM (R). Daily soap Jiji Maa, which was aired on Star Bharat, was the fifth most-watched Hindi GEC programme during prime time in HSM (U+R).

    Also retaining its previous week’s rank of sixth in week 17 of 2018 was SPN’s women focused Hindi GEC Sony Pal. The channel had 610.822 million impressions in week 17 as compared with 606.067 million weekly impressions in week 16 of 2018. Sony Pal was ranked fourth in BARC’s list of top 10 Hindi GECs’ in HSM (U+R), third in HSM (R) and was ranked seventh in HSM (U). Two Sony Pal programmes—Tarak Mehta ka Ooltah Chashma and Baalveer—were ranked as the second and fifth-most watched Hindi GEC programmes during prime time, respectively, in HSM (R).

    Zeel’s flagship Hindi GEC Zee TV was ranked seventh in week 17 of 2018 with a huge 14.1 per cent increase in ratings to 609.069 million weekly impressions (533.901 million impressions in week 16). The channel was also ranked seventh in week 16. Zee TV was the fifth and sixth most-watched Hindi GEC in BARC’s list of top-10 Hindi GECs in HSM (U+R) and HSM (R), respectively. Zee TV was the most-watched Hindi GEC in HSM (U). Three shows aired on Zee TV—Kundali Bhagya, a spinoff of Kumkum Bhagya, Ishq Subhan Allah and Kumkum Bhagya—were ranked first, third and fourth watched Hindi GEC programmes during prime time, respectively, in HSM (U+R). The shows were also the first, second and third most-watched Hindi GEC programmes during prime time in HSM (U).

    Another Star India FTA Hindi GEC, Star Utsav, was ranked eighth in BARC’s list of top 10 channels across genres in week 17, the same rank as in week 16. Star Bharat lost 2 per cent in ratings in week 17 at 522.110 million impressions as compared with the previous week’s 532.947 million weekly impressions. Star Utsav was ranked sixth in BARC’s weekly list of top-10 Hindi GECs in HSM (U+R), fourth in HSM (R) and tenth in HSM (U) in week 17 of 2018.

    Re-entering BARC’s list of top-10 channels across genres in week 17 was SPN’s Hindi Movies channel Sony Max. The channel garnered 519.052 million weekly impressions during the week under review. Sony Max was the most watched Hindi Movies channel inn HSM (U+R) and HSM (U) and was ranked fifth in BARC’s list of top 5 Hindi Movies channels in HSM (R). Hindi feature films (HFF) Bahubali: The Beginning and Kanchana 2 were among the top-five most-watched Hindi movie programmes during prime time in HSM (U+R) and HSM (U). Hindi-dubbed feature film Son of Satyamurthy, which aired on Sony Max, was the fourth most-watched Hindi movie programme during prime time in HSM (U). Bahubali: The Beginning was also the fifth most-watched Hindi movie programme during prime time in HSM (R).

    Star India’s flagship Hindi GEC Star Plus also re-entered the across genres list in week 17 of 2018 at tenth rank with 484.387 million weekly impressions. Star Plus was ranked seventh in HSM (U+R); ninth in HSM (R) and second in HSM (U) in week 17 of 2018.

    Also Read :

    BARC wk 17: Aaj Tak regains top slot in urban market

    Zee TV leads GEC urban in BARC week 17

     

     

  • Gulf Oil offers CSK fans a ride aboard the fan bus

    Gulf Oil offers CSK fans a ride aboard the fan bus

    MUMBAI: Gulf Oil Lubricants India Ltd, a Hinduja Group Company, has announced the gulf fan bus as the official vehicle for the fans of Chennai Super Kings (CSK). 

    The bus, splashed in CSK and Gulf colours, embodies the partnership between Gulf Oil and CSK in the latest edition of the Indian Premier League (IPL).

    Gulf Oil Lubricants India MD Ravi Chawla says, “We dedicate the gulf fan bus to all the fans of CSK. As the principal sponsor of team CSK, Gulf Oil is committed to connect the fans and the franchise through this unique initiative. In this context, the bus is a mode of the journey as well as a destination unto itself.”

    Last week, Gulf Oil brand ambassador and team skipper, MS Dhoni, hopped on to the bus impromptu and urged his teammates to do so. What followed is unheard of in the history of the IPL—the entire team partied their way to the Chepauk for their debut practice session. The likes of Dhoni, Dwayne Bravo, Harbhajan Singh, Imran Tahir and others waved to the thousands of fans who lined up on the streets to wave back at their favourite players. 

  • Dura Cement replaces Kingfisher as RCB’s associate sponsor

    Dura Cement replaces Kingfisher as RCB’s associate sponsor

    MUMBAI: Kingfisher and Royal Challenger Bangalore (RCB) have parted ways after a successful 10-year sponsorship sprint at the Indian Premier League (IPL). The associate sponsor slot has nowbeen taken over by Dura cement replacing Kingfisher. As part of the deal, the Dura branding will appear on the back of the team’s playing kit.

    In a recent interaction, Gameplan Sports director Jeet Banerjee pointed that the sponsorship amount that brands will pay to teams this year will be in the range of Rs 15-25 crore per annum.

    RCB is waiting for the title sponsors deal to be closed and have increased the amount by 50 per cent. Gionee paid Rs 14 crore for the previous season, so this season the amount has reached to Rs 20 crore according to media reports.

    Kingfisher’s “oo la la la la le o” campaign has been a successful one in the past for the IPL. The campaign was seen with the big names of six teams previous season including RCB, Mumbai Indians (MI), Kings XI Punjab (KXIP), Sunrisers Hyderabad (SRH), Delhi Daredevils (DD) and Rising Pune Supergaints (RPS).

    With the revival of the eight original franchises that took part in the inaugural edition, the league is all set to embark upon a new journey. Chennai Super Kings and Rajasthan Royals arereturning after a two-year ban.

    Also Read:

    BCCI invites bids for e-auction of India rights

    Star India bags production rights for IPL 2018

    IPL 2018 gets a makeover with Star India

  • IPL 2018: Team sponsorship deals may see an uptick

    IPL 2018: Team sponsorship deals may see an uptick

    MUMBAI: With barely two months to go before the eleventh season of the Indian Premier League (IPL) starts in April 2018, brands have begun their hunt to pick their favourite team to bid on and are rapidly putting together deals. The bigger team you pick, the more chances of your brand being visible on the field and earning you brownie points in the eyes of viewers and consumers. 

    A lot is riding on this year’s season for sponsors as the T20 tournament has gone on to become the fifth most popular sports event in the world with more than 335 million viewers and the number only seems to be increasing every year. Last year, Star India won the global IPL media rights for Rs 16,347 crore for a period of five years. Since this is the first time both the TV and digital rights are with a single broadcaster, better synergies can be drawn between the TV and digital campaigns.

    Gameplan Sports director Jeet Banerjee projects a rise in the sponsorships amount that brands will pay to teams this year as compared to previous seasons. “The amount will differ from team to team, but it will be in the range of 15-25 crores per annum,” he believes. 

    According to an industry source who did not wish to be named, however, principal sponsor deals this year between teams and brands could range from Rs 8-12 crore per annum, more in line with previous years.

    Chennai Super Kings (CSK) and Mumbai Indians (MI), according to another source, are on their way to complete their inventory for the year 2018 with new sponsors and partners.

    As the five-year deal between MI and Videocon d2h has come to an end, a new innings for Samsung has begun this season. Samsung, which was the official partner for MI, has now become the team’s lead sponsor. The team has a list of official partners including Performax, Kenstar, Taiwan Excellence and Usha.

    Although Kingfisher is sponsoring all major teams this season as well,  Royal Rajasthan and Chennai Super Kings that are making a comeback this season are also interested in sponsoring with Kingfisher and the brand is in talk with teams to consider it.

    United Breweries Group chief marketing officer Samar Singh Shekhawat believes IPL is the perfect sport for the brand to invest in as the league is all about fun, glamour, colour, youth and energy. Because the brand is not allowed to do television and other traditional advertising for its product due to government regulations that prohibits any alcohol advertising on the platform, IPL works best for the company.

    The brand is considering a lot of on-ground activation this year and is working and debating with 3-4 agencies that have pitched presentations for UB.

    Radio station radio city 91.1fm’s five-year official partnership deal with the Mumbai Indians ended this year but is said to be in discussions with the team to renew the partnership.

    While CSK has Muthoot Finance as its principal team partner, the right chest of the team’s jerseys will bear the logos of India Cement, which has come on board as the team’s official cement partner, and Gulf, which is its official lubricant partner. Other partners include Nippon Paint as the official paint partner, Equitas as the official retail banking partner, HIL as the official partner and ACT Fibernet as the official connectivity partner.

    This season, Kings XI Punjab (KXIP) has water purifier brand Kent RO as its title sponsor while detergent brand Fena, Royal Stag and Lotus Herbals have come on board as official partners and will be featured on the team’s jerseys. The team, with its fresh squad, is planning to change its team name and shift its base out of Punjab.

    Sony Pictures Network successfully managed to elevate the IPL’s position year after year. The turn of events is going to be interesting now with Star India planning to make the IPL a six-month-long fiesta with new-age technology, putting fans at the heart of the experience.

    Also Read :

    Star ushers in IPL’s new era with a bang

    Star India gets IPL to change match timings for 11th edition

    IPL auction: Gayle to play for KXIP, Unadkat most expensive Indian player

  • HIL partners IPL team Chennai Super Kings

    HIL partners IPL team Chennai Super Kings

    MUMBAI: HIL, building material company, today announced its first association with the Indian Premier League (IPL) by partnering with Chennai Super Kings (CSK) which is making a comeback after two years. HIL Limited is the flagship company of the CK Birla Group.

    As a part of this engagement, all the CSK players’ uniforms will carry the HIL logo and its super brands Birla Aerocon and Charminar logos. With this association, the company aims to boost its reach amongst its consumers, dealers and influencers.

    Commenting on the association HIL Limited MD & CEO Dhirup Roy Choudhary said, “We are excited to partner with Chennai Super Kings, which has emerged as champions over the years and look forward to the upcoming IPL season in 2018. The team is known for its performances and consistency, and HIL complements all of this. We truly believe both HIL and CSK are champion brands, and this association is an exciting platform to establish the same. We are confident that it will bring in a new wave of awareness for HIL and its products and provide a fresh take to evolve the market for HIL.

    The CSK spokesperson said, “We are glad to join hands with HIL as both of us have synergies of being innovative, passionate and trendsetters. HIL has some of the iconic brands like Charminar and Birla Aerocon under their ante, just the way we have Dhoni, Suresh Raina and Jadeja in our team. Our aim has always been to enhance the experience of our fans and supporters. We believe that this will mark the beginning of a long and fruitful journey for both organisations and help both brands expand its reach.”

    This investment is supported by the launch of its ingenious product, the non-asbestos roofing solution – Charminar Fortune and expansion of the PVC pipes and fittings business. Chaminar Fortune is manufactured by using an advanced autoclaving technology and the asbestos-free roofing sheet provides to consumers a solution, which is eco-friendly, long lasting and durable due to its high impact strength, good dimensional stability, light weight, sound and thermal insulated, fire resistant and low drying shrinkage characteristics. 

    Also Read:

    Star India to introduce VR for IPL 2018

    IPL 2018: Virat Kohli retained by RCB for Rs 17 crore

    Star to air IPL on 10 channels, in 6 languages; live on Hotstar

  • Hansa Research releases IPLomania – a syndicated 9 season study on team loyalties

    Hansa Research releases IPLomania – a syndicated 9 season study on team loyalties

    MUMBAI: IPLomania reveals interesting correlations between team loyalties and its impact on the recall value of the sponsoring brands. The study which started in 2008 (IPL – Season 1), completes 9 years, covering 11550 F2F CAPI Interviews, panning 10 towns covering SEC ABC, hard-core IPL viewers, of age group 12+, this season, threw up some interesting data.

    •Not all cities are ardent supporters of their respective teams
    •Team’s Performance plays a significant (if not crucial role) in enhancing loyalty
    •Marque players are a vital cog in any team’s fan following

    There are exceptions though.

    Transient Loyalties

    For every fanatical supporter of CSK, there is a very fickle supporter of DD. But, even this might change in the next season. KXIP realized that when they found tremendous support in the latter stages of 2014, while they were consistently dominant, only for the support to fizzle out in the next edition when they bombed. So can DD count on an increased fan base during IPL-10?

    Amongst the latest entrants, GL are increasing the fan base with their performances, while RPS is struggling even with MS Dhoni at the helm. 

    Top Performers

    CSK and MI have emerged as the most consistent in garnering loyalties, and not just from their respective cities, so has KKR and RCB. 

    Masterstroke

    CSK, MI, KKR and RCB have more or less kept a consistent pool of players, giving their supporters ample time to identify themselves with the team. With a consistent core, their performances have been consistent and that has led to a consistent, loyal fan base. 

    In teams that are yet to settle their squad, marquee players play an important role in establishing a connection with the audience. Fans of SRH swear by their captain David Warner, whereas Glenn Maxwell rouses the fervour for fans of KXIP. 

    Lead Sponsor Mentions

    IPLomania reveals a stark difference in the manner in which these sponsor brands are recalled by the audiences. Let us take an example of the ‘lead’ sponsors (whose logo appears on the jersey chest for each team). 

    8%  of audience mentions the ‘lead’ sponsor on a average for any team 
    27% of audience mentions ‘lead’ sponsor when it comes to the top 2 teams CSK and KKR 
    2% of audience mentions ‘lead’ sponsor in case of KXIP and DD

    In fact the brand recall for the CSK sponsor was as high as 42%.

    Team Loyalty and brand recall

    Team loyalty also plays a huge role on the recall value for a brand. Teams that have managed to consistently garner a loyal fan base, also manage to repay their sponsors in terms of a better brand recall.

    Bringing it all together

    With a captive audience the IPL provides a tremendous opportunity for brands to be associated with the franchise, and more importantly recalled by their audience. The formula is to be consistent whether it comes to the squad or performance and strategic – like having a marquee player and giving him time to build a loyalty fan following. 

  • Hansa Research releases IPLomania – a syndicated 9 season study on team loyalties

    Hansa Research releases IPLomania – a syndicated 9 season study on team loyalties

    MUMBAI: IPLomania reveals interesting correlations between team loyalties and its impact on the recall value of the sponsoring brands. The study which started in 2008 (IPL – Season 1), completes 9 years, covering 11550 F2F CAPI Interviews, panning 10 towns covering SEC ABC, hard-core IPL viewers, of age group 12+, this season, threw up some interesting data.

    •Not all cities are ardent supporters of their respective teams
    •Team’s Performance plays a significant (if not crucial role) in enhancing loyalty
    •Marque players are a vital cog in any team’s fan following

    There are exceptions though.

    Transient Loyalties

    For every fanatical supporter of CSK, there is a very fickle supporter of DD. But, even this might change in the next season. KXIP realized that when they found tremendous support in the latter stages of 2014, while they were consistently dominant, only for the support to fizzle out in the next edition when they bombed. So can DD count on an increased fan base during IPL-10?

    Amongst the latest entrants, GL are increasing the fan base with their performances, while RPS is struggling even with MS Dhoni at the helm. 

    Top Performers

    CSK and MI have emerged as the most consistent in garnering loyalties, and not just from their respective cities, so has KKR and RCB. 

    Masterstroke

    CSK, MI, KKR and RCB have more or less kept a consistent pool of players, giving their supporters ample time to identify themselves with the team. With a consistent core, their performances have been consistent and that has led to a consistent, loyal fan base. 

    In teams that are yet to settle their squad, marquee players play an important role in establishing a connection with the audience. Fans of SRH swear by their captain David Warner, whereas Glenn Maxwell rouses the fervour for fans of KXIP. 

    Lead Sponsor Mentions

    IPLomania reveals a stark difference in the manner in which these sponsor brands are recalled by the audiences. Let us take an example of the ‘lead’ sponsors (whose logo appears on the jersey chest for each team). 

    8%  of audience mentions the ‘lead’ sponsor on a average for any team 
    27% of audience mentions ‘lead’ sponsor when it comes to the top 2 teams CSK and KKR 
    2% of audience mentions ‘lead’ sponsor in case of KXIP and DD

    In fact the brand recall for the CSK sponsor was as high as 42%.

    Team Loyalty and brand recall

    Team loyalty also plays a huge role on the recall value for a brand. Teams that have managed to consistently garner a loyal fan base, also manage to repay their sponsors in terms of a better brand recall.

    Bringing it all together

    With a captive audience the IPL provides a tremendous opportunity for brands to be associated with the franchise, and more importantly recalled by their audience. The formula is to be consistent whether it comes to the squad or performance and strategic – like having a marquee player and giving him time to build a loyalty fan following.