Mumbai Indians, Reliance Jio on top of IPL viewers’ minds: Study
MUMBAI: Mukesh Ambani's Mumbai Indians (MI) has catapulted to the top of mind recall among Indian Premier League teams this season on the back of good on-ground performance, star players, a massive fan following and positive social chatter. Interestingly, Ambani's Reliance Jio Infocomm also enjoys the most mind recall among sponsors, even ahead of title sponsor Vivo, according to 'IPL Watch,' a study by mConsult, the strategic marketing and media consulting arm of GroupM. The GroupM study pegs Royal Challengers Bangalore (RCB) the second-most favoured team. Indian skipper Virat Kohli's popularity seems to have rubbed off on his team though it is in the second-last place. RCB is also most favoured among females and Kohli remains the audience's favourite despite not playing the first four matches. Shah Rukh Khan-owned Kolkata Knight Riders (KKR) has taken the third place and is number two on the points table so far. It has the highest social media presence and Khan's social media following is adding to it, with its reach going to 1.5 billion.
"Brand recall is a function of much more than wins and memorable performances. RCB and MI have reaped dividends of successive years of high brand salience investments," said Harish Bijoor, founder of Harish Bijoor Consults. He says that while recall is a function of many parameters, team composition matter. "Big name playerswith promise help. This begins well before the first ball for the season has been bowled. In many ways, it begins at auction time. The hype generated at auction time in terms of visibility, mystery and prices starts it all. Offground chemistry, controversy, other brand endorsement deals in the kitty, et al, help as well. Star power of both, the Bollywood and business kind, is icing on the cake of brand pull and recall," said Bijoor. Varun Gupta, managing director, Duff & Phelps, says, "Brand recall for IPL teams is based on multiple factors, including performance, star players, celebrity quotient and fans. On these parameters, MI ranked number one in our report last year and I believe they are going to be on top this year too."
Jio leads the tally for highest recall out of 82 brands advertising this IPL, followed by Vivo and Vodafone. According to the study, it has 80% recall, due to its association with seven of the eight IPL teams — jersey back or lead arm sponsor — as well as multimedia presence. The study finds chest sponsorship on team apparel to be the most recalled (35%) in consumer surveys, followed by back of the jersey.
"We have seen jersey front and back are top two performing apparel properties in brand recall and return on investment, provided the right activation by brands," Irvinder Kaur, managing partner, mConsult, told ET.