MUMBAI: Even as we await the verdict on the brand battle being fought around the Indian Premier League (IPL-4), cola major Pepsi and two-wheeler maker Hero Honda have emerged as the two sponsors with the highest consumer recall during the cricket World Cup.
According to a brand effectiveness survey conducted by the country's largest media agency, Mindshare, a part of the WPP group, besides these two brands, real estate player DLF was also recalled as one of the sponsors of the tournament despite being associated with the IPL and not the World Cup.
The survey, released recently and shared exclusively with TOI, had a sample size of 2,500 respondents across ten cities and was aimed at understanding the consumer's brand awareness during the ongoing chock-a-block cricket season.
When asked as to which brand was associated with cricket, the answer was Pepsi again with nearly 40% votes while the next brand stood at 10%. The same impact was registered when asked about the advertising association. PepsiCo launched an advertising campaign "Change the game" to capture and celebrate the changes in cricket over the years with a 360 degree marketing activity right before the World Cup.
According to the survey 61% of the respondents said they had watched the entire match from start to finish during the course of the World Cup which ran from February 19 till April 2, 2011.
"Our objective was to assess the movement in brand relationships with cricket over a period of 100 days which included two heavyweight events, World Cup and the IPL that took place back to back-a rare sequence till 2015. This is an ongoing research and it will be interesting to know how these associations change during the course of IPL" said R Gowthaman, leader, South-Asia, Mindshare.
As far as the IPL goes, the survey said that the fourth edition of the Twenty20 tournament will have more audiences in the stadium compared to the last edition with respondents from cities like Bangalore, Jaipur, Kochi and Mohali being most inclined to watching the matches in the stadium. On the television viewership front, 82% of the participants said their viewership habits will be impacted during the course of the IPL.
Mumbai Indians were the most popular team outside their home city while the Kochi team, which was included in the IPL this year, had instant loyalty said the survey findings. Sachin Tendulkar, not surprisingly, emerged as a clear number one when respondents were asked to pick their favourite players, while the India skipper MS Dhoni who also captains Chennai Super Kings was next in line. Yuvraj Singh, who moved to the Pune team from Kings X1 Punjab this year still enjoys a strong support base in the Chandigarh/Mohali area said the survey.
"It is quite evident that top of the mind awareness will sustain for a longer period for big brands for more than the duration of the tournament because of the high level of involvement with the match," Gowathaman added.
TOI
According to a brand effectiveness survey conducted by the country's largest media agency, Mindshare, a part of the WPP group, besides these two brands, real estate player DLF was also recalled as one of the sponsors of the tournament despite being associated with the IPL and not the World Cup.
The survey, released recently and shared exclusively with TOI, had a sample size of 2,500 respondents across ten cities and was aimed at understanding the consumer's brand awareness during the ongoing chock-a-block cricket season.
When asked as to which brand was associated with cricket, the answer was Pepsi again with nearly 40% votes while the next brand stood at 10%. The same impact was registered when asked about the advertising association. PepsiCo launched an advertising campaign "Change the game" to capture and celebrate the changes in cricket over the years with a 360 degree marketing activity right before the World Cup.
According to the survey 61% of the respondents said they had watched the entire match from start to finish during the course of the World Cup which ran from February 19 till April 2, 2011.
"Our objective was to assess the movement in brand relationships with cricket over a period of 100 days which included two heavyweight events, World Cup and the IPL that took place back to back-a rare sequence till 2015. This is an ongoing research and it will be interesting to know how these associations change during the course of IPL" said R Gowthaman, leader, South-Asia, Mindshare.
As far as the IPL goes, the survey said that the fourth edition of the Twenty20 tournament will have more audiences in the stadium compared to the last edition with respondents from cities like Bangalore, Jaipur, Kochi and Mohali being most inclined to watching the matches in the stadium. On the television viewership front, 82% of the participants said their viewership habits will be impacted during the course of the IPL.
Mumbai Indians were the most popular team outside their home city while the Kochi team, which was included in the IPL this year, had instant loyalty said the survey findings. Sachin Tendulkar, not surprisingly, emerged as a clear number one when respondents were asked to pick their favourite players, while the India skipper MS Dhoni who also captains Chennai Super Kings was next in line. Yuvraj Singh, who moved to the Pune team from Kings X1 Punjab this year still enjoys a strong support base in the Chandigarh/Mohali area said the survey.
"It is quite evident that top of the mind awareness will sustain for a longer period for big brands for more than the duration of the tournament because of the high level of involvement with the match," Gowathaman added.
TOI
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