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Tag: Kadence International

  • Pitch perfect ads depend on playbook of who’s watching, not just how many

    Pitch perfect ads depend on playbook of who’s watching, not just how many

    MUMBAI: It’s not just sixes and wickets grabbing attention this IPL season brands are battling it out on screen too. But as the latest findings from the eDART-IPL25 study reveal, when it comes to scoring with audiences, it’s the messaging not just the media buy that makes all the difference.

    Now in its third week, the ongoing research initiative by CrispInsight and Kadence International has surveyed over 20,000 IPL viewers across 60 plus cities. The insights show a compelling demographic divide in brand recall, indicating that different audience segments are tuning into very different cues even during the same match.

    Women viewers, often overlooked in traditional sports marketing strategies, are proving to be strong recall drivers in everyday categories. Seventeen per cent of women respondents remembered food and snack brands, while 6 per cent recalled two-wheeler ads and 3 per cent remembered personal care categories.

    By contrast, men gravitated more toward traditionally male-skewed IPL categories, with 21per cent recalling automobile ads, 48 per cent fantasy sports, 16 per cent tyres, and 6 per cent financial services.

    Age also played a starring role. Viewers aged 15–19 years were highly responsive to fantasy sports (39 per cent) and beverage brands (23 per cent), whereas those aged 45 plus showed stronger recall for banking (29 per cent), liquor (21 per cent), and e-commerce (18 per cent). The study’s Day-After Recall (DAR) method tracked which ads actually stuck with viewers, and the results reveal a powerful insight: relevance trumps repetition.

    This isn’t just about what’s shown during the match, it’s about what resonates with the audience on a deeper level. Advertisers often focus on visibility, but what truly drives recall is the alignment between a brand’s message and the values, preferences, and lifestyle of the viewer. Our study shows that when brands engage with women or youth-focused categories, even in traditionally underrepresented sectors, they have the potential to create a lasting connection,” said a spokesperson from CrispInsight. “In this competitive ad space, it’s not just the volume of ads that matters, but how well those ads connect with specific audiences.”

    Women are an underleveraged audience in sports marketing,” added Kadence International partner at Aman Makkar. “Brands in categories like snacks, wellness, and mobility should seize this opportunity. A more inclusive approach to IPL advertising could drive meaningful engagement across a broader demographic.”

    Even among the same telecast, brand impressions vary drastically across demographics. Categories like fantasy sports and automobiles benefit from sheer visibility. But sectors such as food, mobility, and wellness often punch above their weight when the storytelling clicks particularly with women and Gen Z viewers.

    As the league intensifies, the eDART-IPL25 study reminds advertisers that winning hearts isn’t about shouting the loudest, but about speaking the most clearly to the right audience. And in the world’s most-watched cricket carnival, that might just be the winning formula.

  • Sponsorships yielding better results during IPL – CrispInsight’s eDART-IPL24 study

    Sponsorships yielding better results during IPL – CrispInsight’s eDART-IPL24 study

    MUMBAI: A new research report has revealed that throwing cash at just traditional TV spots during the IPL might not be the most effective way to go if an advertiser wants to hop onto this high impact property.

    The eye-opening study from CrispInsight’s eDART-IPL24, in partnership with Kadence International, suggests brands would be better off plumping for sponsorships and stadium branding rather than just splurging on conventional commercials  alone without any connect with what’s going on in the game or or in the studio.

    “Sponsorships and strategic brand placements are proving to be just as powerful, if not more, than traditional advertising in high-impact events like IPL,” declared CrispInsight founder Ritesh Ghosal, who’s clearly not one to mince words.

    Despite over 100 brands scrapping for eyeballs during last year’s tournament, only a handful – Jio, Tata Group, Slice, BKT, and Paytm – aced it with top-of-mind recall. The kicker? None relied on just traditional telly commercials to make their mark.

    The report exposed a gaping disconnect between GRP (gross rating points) spend and actual brand recall. While Dream11 led the pack with a 37.7 per cent recall from 1,730 GRPs, some big spenders found themselves caught behind – gutka brand Vimal splashed out on 3,016 GRPs but limped home with a measly 2.4 per cent recall.

    “IPL is one of the most competitive advertising platforms,” noted Aman Makkar of Kadence International. “Standing out requires more than just high ad spends.”

    With IPL ad rates now requiring the GDP of a small nation, savvy marketers are discovering that non-FCT strategies – team sponsorships, on-screen placements, and stadium branding – keep brands in the spotlight long after the commercials fade to black.

    As the 2025 season looms large, the message is crystal clear: it’s not about how much money you throw at the IPL – it’s about where you pitch it.

  • Dream11, Tata Group, Jio, My11 Circle, RuPay, CEAT top performers at IPL 2024

    Dream11, Tata Group, Jio, My11 Circle, RuPay, CEAT top performers at IPL 2024

    Mumbai: A day-after recall survey being conducted jointly by Kadence International and Crisp Insights shows that amidst the multitude of brands vying for attention during an IPL game, an individual viewer recalls only three-five brands, underscoring the battle for attention brand face in the IPL. Viewer engagement positively correlates with brand recall, with more engaged viewers more likely to remember brands. Surprisingly, mobile screen viewers exhibit better brand recall compared to those watching on larger screens, indicating evolving media consumption habits of the involved viewers of the IPL.

    The survey covers key cities in the catchments of the 10 IPL teams, with male and female respondents aged 15-65. Assessing day-after recall via telephonic interviews, the survey measures the impact seeing a brand as part of the IPL viewing experience has on the audience. Kadence International, a global market research agency specialising in CATI and CAPI-based surveys, is conducting 1500 odd interviews every week for the duration of the IPL.

    Highlights:

    23 per cent of people are tuning into IPL games within the past 24 hours, reaffirming the IPL’s enduring popularity. While IPL is far more popular with men, with as high as 30 per cent of them tuning in to the games, 12 per cent of women are tuning in, too, with as many as 30 per cent actively following the progress of the IPL. The IPL enjoys widespread popularity across age groups, with young adults and seniors equally likely to join and actively follow the tournament.

    The survey identifies the IPL Superfans as devoted enthusiasts who exhibit exceptional dedication to the tournament and have a propensity to watch every game. One in five of the respondents surveyed demonstrated the characteristics of a Superfan. They are twice as likely to have watched a game within the past 24 hours compared to other viewers and express strong emotional attachment to the IPL.

    Superfans constitute the core target for brands interested in the IPL. They make up a fifth of the audience but because they try and follow every game, they make of 44 per cent of the viewers of an individual IPL game. They are more likely to notice brands and more likely to rewards brands for sharing their passion with 74 per cent responding positively to at least one brand’s communication.  

    Almost half of IPL viewers do not have a favourite team; of the rest, 86 per cent are CSK, RCB, KKR, or MI fans. While CSK has the largest fan base, with, for instance, more fans among Delhiites than Delhi Capitals, RCB has the strongest in-catchment following, with 84 per cent of the fans in Bangalore naming it as their favourite team.

    The report assesses the visibility and performance of brands present as tournament or team sponsors and advertisers during IPL matches; highlighting brands recalled by viewers. To date Dream11, Tata Group, Jio, My11 Circle, RuPay and CEAT are the most recalled brands.  

    Commenting on the report, Crisp Insights’ Ritesh Ghosal said that with over 175 brands getting associated with the teams, the broadcast, or the event, getting noticed is a growing challenge for brands. Further, with each mode of association coming at a very different price, assessing return-on-investment for the brand of these modes of association becomes a key input to decision-making. Our survey provides actionable insights to navigate the competitive landscape and capture audience attention effectively and efficiently.

    Commenting on the report, Kadence International’s Aman Makkar said that IPL is not just the biggest sporting event but the most critical window in the marketing calendar for the year. Marketers either buy into the IPL or wonder how to compete for attention while staying out. E-DART IPL’24 aims to provide useful data on how audiences interact with the IPL for all marketers.

    Crisp Insight and Kadence International’s latest report serves as a beacon for brands navigating the competitive landscape of IPL sponsorships, offering actionable insights into audience engagement, brand recall, and the evolving dynamics of fan loyalty. As brands vie for attention amidst the IPL frenzy, strategic alignment with the tournament’s pulse emerges as paramount for sustained visibility and impact.