Will make brands' IPL 2020 splurge into judicious investment: Velocity MR's Jasal Shah

Velocity MR tracked ads worth $40 million during IPL 2019

MUMBAI: Summer and IPL are now synonymous in India. Even after a decade since its launch, the mega sporting event continues to attract eyeballs as well as brands.

Last year, a new age consumer insights provider Velocity MR published IPL Brands Insights Book 2019 unravelling the mystery of marketing decision makings during the league. The research firm announced the second edition of the study as well.

For the first edition, Velocity MR tracked ads worth $40 million during IPL 2019 and covered more than 70 advertisers and over 100 sponsors. Altogether, it evaluated around 150 ads.

“This study got interests from 11 brands who aggressively promoted their brand during IPL 2019. Our book titled, IPL Brands Insights Book 2019 was very well received in the marketing corridors of brands who sponsored or advertised during IPL 2019 and have plans for 2020 as well,” Velocity MR CEO and managing director Jasal Shah commented.

“Our unique models of ROI calculation, Impact Scores AKA 'Mother of all Insights' because just one score covers more than 10+ marketing metrics, Jersey Analysis, Viewership Trend, Loyalty Analysis, Media Basket Analysis, Sponsorship Analysis – generate quality insights for brand custodians and these make our IPL Brands Insights Study a must for all those who are going to splurge in IPL 2020. We’ll make that splurge into a judicious investment,” he added.

Shah added that there will be new outcomes certainly in the second edition as the market dynamics are never same. According to him in this fast-evolving digital world, strategies change overnight and with multiple options, even consumers’ patronage can’t be taken for granted. He noted that they keenly study all the changes and understand more from the viewers.

For this year’s study, the methodology remains the same as last year but new centres have been added. The research methodology includes quantitative Online Surveys for Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, Mumbai, Ahmedabad and Pune (18-20 Minutes), quantitative Offline F2F Surveys for Visakhapatnam, Indore and Jaipur (18-20 Minutes).

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