Mumbai: IPL on TV continues to deliver on all fronts as viewership, advertiser participation and advertiser impact continue to grow week-on-week. As per BARC, television has achieved an overall reach of 450+ million in just 4 weeks, while HD reach has broken all records at 86 million in the same duration. The early success of IPL on TV has witnessed a massive influx of brands across categories and a YouGov Omnibus survey showcases that TV campaigns advertising brands have significantly outperformed those on digital. The power of collective viewing, lag-free viewing experience and cutting-edge broadcast of Star Sports continue to drive up brand health metrics for advertisers.
Here are some of the key observations from the survey:
Travel Luggage Brand
A prominent travel luggage brand has been onboard IPL 2023 across both TV and digital, and the TV campaign has witnessed far more impact than its counterpart across awareness, consideration, advocacy and imagery perception. When compared to digital, the TV campaign for the brand scored 2X higher on awareness, 2.1X higher on consideration, 1.6X higher on advocacy and 1.2X higher on imagery perception. The research elaborates that the performance of the campaign on TV can be attributed to multiple factors like TV being able to target the right kind of audience for the brand, or engagement with brand content being higher amongst TV viewers as opposed to Digital.
Online Travel Booking Brand
Data for one of the leading brands in this category which has been advertising on IPL (TV & Digital) suggests directionally higher impact on lower funnel metrics amongst TV viewers – with scores for Purchase intent and Advocacy being much greater among TV viewers when compared to Smartphones. The brand witnessed 1.8X higher awareness, 2.6X higher consideration and 2X higher imagery perception for its TV campaign compared to digital.
Mobile Handset Advertiser:
A prominent handset brand that is advertising on TV during IPL for the launch of a new smartphone variant has witnessed significant uplifts across key brand health metrics. The survey suggests the product launch for the brand has seen a 1.5x increase in awareness, a spectacular 2.75x increase in consideration.
YouGov general manager Deepa Bhatia said, “As always, we see IPL give sponsors and advertisers a boost in terms of recall and salience. This year, however, was more interesting due to the changes in broadcast and digital rights. Brands have had to fine-tune their media strategies to adapt to these changes and so far, we have noticed that TV advertisers are scoring well on multiple metrics.”