IPL Brand Meter: Despite being out, CSK remains most consistent performer

A study done by Hansa Research to analyse the performance of various teams over the nine editions of IPL shows that brands associated with teams directly benefit from the team's performance

BestMediaInfo Bureau | Mumbai | May 19, 2016

Hansa Research has released a study about the interrelation between team performance and brand recall in the Indian Premier League (IPL) across the nine seasons. Chennai Super Kings has come out as the consistent performer, despite the fact that the team is not a part of IPL9.

Termed 'IPLomania', the research reveals interesting correlations between team loyalty and its impact on the recall value of the sponsoring brands. The study which started in 2008 (IPL - Season 1), completes nine years this season, covering 11,550 face-to-face computer-assisted personal interviews, panning 10 towns covering SEC ABC hardcore IPL viewers, in the age group 12+.

The major highlights of the study specify that not all cities are ardent supporters of their respective teams; a team's performance plays a significant (if not crucial role) in enhancing loyalty and marquee players are a vital cog in any team's fan following. There are exceptions though.

For every fanatical supporter of CSK, there is a very fickle supporter of DD. But, even this might change in the next season. KXIP realised that when they found tremendous support in the latter stages of 2014 when they were consistently dominant, only for the support to fizzle out in the next edition when they bombed. Amongst the latest entrants, Gujarat Lions are increasing the fan base with their performances, while Rising Pune Supergiants (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 have 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).

Eight per cent of the audience mentions the 'lead' sponsor on an average for any team; 27 per cent of audience mentions 'lead' sponsor when it comes to the top two teams CSK and KKR; 2 per cent of the audience mentions 'lead' sponsor in case of KXIP and DD.

In fact, the brand recall for the CSK sponsor was as high as 42 per cent.

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 key 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.

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