Public 'maange more' of Pepsi ads at World Cup: Cross-Tab survey

NEW DELHI: The Pepsi brand/ad has emerged as the most

likable brand with 30 per cent respondents of a survey rooting for it during the India-Zimbabwe cricket match on 19 February, while Ravi Shastri, Tony Greig and Sanjay Manjrekar (in that order) were found to be the top three commentators with the

maximum number of respondents watching the do or die

cricket match on MAX (69 per cent).

Interestingly, amongst the cricket-related programmes on various channels ESPN-Star’s after-match analysis Follow Through was the second most-watched programme (21 per cent), after MAX’s Extraaa Innings (44.2 per cent). Similar shows on DD and also ESPN-Star’s pre-match show Taking Guard had low viewership of below 10 per cent and 13.4 per cent, respectively,

according to an online research on World Cup advertising carried out by the Bangalore-based Cross-Tab.

Cross-Tab, which carried out the survey for the India-Zimbabwe match amongst 551 respondents spread over eight cities, claims the rationale behind the survey was to gauge things like recall value of an ad, how they fare vis-?-vis competition, the likeability

factor of an ad or a brand and the reasons for it and whether the brand advertised get associated with the event, that is cricket.

“To give advertisers/media planners some effective tool by which they’ll know the effectiveness of advertising on the World Cup,” is how Cross-Tab explains the reason for carrying out the survey. The partner portals for the survey included,, and

But if MAX is thinking it has been able to woo women who are housewives as viewers, they have something to think about. A gender break-up of the viewer profile for the said survey showed that only 12 per cent constituted housewives, while the majority (39 per cent) of viewership was made up of students.

While 19.9 per cent of people fell under the executive (middle level) category, 11.4 per cent would be categorised as executive (junior level). More importantly, 90 per cent of the viewership, as per the survey, constituted males.

The Mandiras, Mariahs and the Sandhyas, holding forth on ways to do surfing, cricket culinary and reporting on the sight and sounds of Africa, seem to have brought in male viewers by the hordes, apart from the hard core cricket enthusiast.

Is that why a fairly large percentage of people polled switched to ESPN to watch the likes of Sunil Gavaskar, Harsha Bhogle and Navjot Singh Sidhu analyse the match, bored with Charu Sharma’s (placed at No. 13 in the Top Commentators List) repetitive `your thought on the issue’ line and inadequacy to analyse the finer points of cricket?

Maximum viewership also came for the India-Zimbabwe match between 6-9 pm where an hourly breakup shows that eyeballs ranged between 84 and 96 per cent.

Pepsi leads the way for likeablity of an ad/brand (30 per cent), followed by the likes of Coke’s Chota Coke ad (21.1 per cent), reliance India Mobile (9.4 per cent), Pepsi Blue (5.4 per cent) and Bajaj Pulsar (4.9 per cent).

Official sponsors’ ads like that of Hero Honda and LG do not fare well on the likeability barometer. Hero Honda Ambition ad clocked just 0.4 per cent, while LG’s CDMA mobile phone campaign also had the backing of just 0.4 per cent respondents.

Latest Reads
UC Browser’s Miss Cricket Campaign Makes Debut on billboard at New York Times Square

After almost 2 months of fierce competition, UC Miss Cricket Contest, an exciting campaign from UC Browser, has come to an end, with the winner Nishi Singh featuring on a billboard at New York Times Square. The 21-year old new rising star has also received cash prize of Rs 10 lakh, while the first...

MAM Media and Advertising Ad Campaigns
Audi CEO Rupert Stadler arrested

German automobile company Audi’s CEO Rupert Stadler has been arrested on suspicion of fraud. The arrest has been made in connection with Audi’s parent company Volkswagen’s role in emissionsgate (dieselgate)

MAM Media and Advertising People
Unilever to cut ties with digital influencers

While brands continue to engage in paid promotions through influencer marketing, consumer goods giant Unilever's had enough. The world's second biggest advertiser has decided to stop this practice to promote its products. Companies tend to rely on influencers to generate a buzz around their...

MAM Marketing Brands
Anita Mookerjee joins Lodestar UM as head for South business

Media and marketing company, Lodestar UM has appointed Anita Devraj Mookerjee as the head for South India business.

MAM Media and Advertising People
Bombay Dyeing eyes 20-30% revenue from e-commerce by 2021

MUMBAI: A customised bed sheet with an image of your favourite travel destination, family or just a picture that you clicked. Sounds fancy? Well, bath and bedding company Bombay Dyeing has launched a new campaign to target the millennial consumer where they can upload an image on the company’s...

MAM Marketing Brands
Brand Factory captures the essence of Mumbai through a musical rap

MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.

MAM Media and Advertising Ad Campaigns
Indigo paints signs MS Dhoni as ambassador

MUMBAI: Decorative paint manufacturers, Indigo Paints, has signed MS Dhoni as brand ambassador.

MAM Marketing Brands
Viacom18 hands Digi Osmosis digital mandate for Manto

MUMBAI: Viacom 18 Motion Pictures has partnered with Digi Osmosis for digital marketing of their upcoming movie ‘Manto’ starring Nawazuddin Siddiqui.

MAM Media and Advertising Account
RomedyNow launches new campaign #Dadvice for Father’s Day

RomedyNOW has decided to celebrate the spirit of fatherhood on this Father’s Day with an unique social media campaign called #Dadvice. Traditionally, mothers are seen as more loving, forgiving and compassionate, while fathers are mostly looked up to for career and financial guidance.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories