CRICTRAC presenting feedback to IPL 2011 - AZ Research · Linc Pens 6% 10%. CRICTRAC is a copyright...

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Indian Premier League 2011Indian Premier League 2011

CRICTRAC presenting CRICTRAC presenting feedback to IPL 2011feedback to IPL 2011

Performance of key brands associated with IPL 2011 with a focus on Telecom sector

Snapshots presented by AZ Research


IPL 2011 viewership

Capturing eyeballs …


IPL franchise has expanded, while regular followerIPL franchise has expanded, while regular follower--ship has droppedship has droppedInterest in IPL remains but commitment has dropped!Interest in IPL remains but commitment has dropped!

49 44 50 42

36 38 36 46

16 18 14 12

IPL 2008 IPL 2009 IPL 2010 IPL 2011

Follow ers of IPL Keeping in touchNot follow ing at all

Base : All random contacts SEC A/B/C, 15 to 45 years (16400 in 2011)

IPL 2011 - viewership

Viewership of IPL has taken a drop while ‘keeping in touch’ with IPL of IPL has grown marginally in 2011

Significant increase was seen in 2010 as compared to 2009 and marginally higher than 2008 – this year it has dropped back to 2009 level

Highest penetration amongst males and SEC B/C, middle age profile 26 – 35yrs

SEC A has seen significant drop over the last year, followed by a mild drop seen by SEC B, though viewership in SEC C is almost stable

Followers (%) Male Female A B C 15-25 yrs 26-35 yrs > 36 yrs

IPL 2011 46 37 34 44 40 42 46 36

IPL 2010 56 42 56 52 42 52 48 46

IPL 2009 50 37 50 46 44 44 43 45

IPL 2008 52 44 58 47 46 52 46 50


IPL 2011 - viewership

Viewership of IPL 2011 in the TG SEC ABC, 15 to 45 years ~ 4.3 crore

Source SEC ABC 15 to 45 yrs

Urban Population http://en.wikipedia.org/wiki/Demographics_of_India

32,11,86,661

Population of the TG Projected figures from primary source 10,34,22,105

Viewership of IPL Projected figures from primary source 42%

No. of followers of IPL Projected figures from primary source 4,34,37,284

IPL seems to have stabilized as a platform – even at moderate viewership this year, it is providing a very large platform for commercial associations

This report looks at brands which have made most of this commercial platform


Brands in IPL 2011

This report presented top brands recalled by the viewers at various levels & platforms in IPL 2011Additionally, this report focuses on players from telecom sector in IPL 2011


Sponsors of IPL 2011

74

2 2 1 2 1 1 1

5

19 16 12 10 9 5 4

DLF

IPL

Vod

afon

e

Nok

ia

Air

cel

King

fish

er

Her

o H

onda

Karb

oon

mob

ile

Idea

Main Sponsor Other Sponsors

DLF is recalled strongly and DLF is recalled strongly and clearly as the main sponsor clearly as the main sponsor ––this is stable over yearsthis is stable over years

Vodafone is recalled highest as Vodafone is recalled highest as being other sponsor of IPLbeing other sponsor of IPL

Other key brands recalled are Other key brands recalled are Nokia & AircelNokia & Aircel

74 79 77 74

2008 2009 2010 2011

Recall DLF as main sponsor - %Base : All IPL followers (4688)

DLF DLF –– recalled as the main sponsor of IPLrecalled as the main sponsor of IPL3 telecom brands recalled as IPL sponsors 3 telecom brands recalled as IPL sponsors –– Vodafone, Aircel and IdeaVodafone, Aircel and Idea


Brands associated with IPL & their drivers

4

4

5

7

7

11

13

16

20

22

34

Coca Cola

Airtel

Idea

Karboon mobile

Pepsi

Hero Honda

Kingfisher

Aircel

Nokia

Vodafone

DLF IPL

Base : 4688

DLF & Vodafone are the strongest commercial association recalled by the TG in IPL 2011DLF & Vodafone are the strongest commercial association recalled by the TG in IPL 2011

All telecom brands associated with IPL feature in top 10 brandsAll telecom brands associated with IPL feature in top 10 brands

Brands recalled Their recall drivers

When I talk of IPL 2011, please tell me which brands come to your mind?

Main sponsor , ‘Present in presentation ceremony’; ‘name attached to IPL’

Associated sponsor, high on TV commercials

Mainly on cheer leaders, players dogout & KKR sponsor

Sponsor for CSK team and presence in perimeter board, Electric screen

TV commercial with team players for DC/ DDD/ MI/ PW / RCB and presentation

3D pitch logo, MI chest T shirt & other signages

Pune warriors teams sponsor

“Karboon kamaal katch” contest before starting the match

Back T-shirt on DDD & High TV commercials

High on TV commercials

TV commercials & sponsor for DDD/ KKR & MI


Brands associated with IPL – over seasons

DLF & Vodafone are the strongest commercial association in IPL 2011. Vodafone is strong, DLF & Vodafone are the strongest commercial association in IPL 2011. Vodafone is strong, though declining, Idea and Airtel have also dropped while Aircel has strengthenedthough declining, Idea and Airtel have also dropped while Aircel has strengthened

When I talk of IPL 2011, please tell me which brands come to your mind?

4

4

5

7

7

11

13

16

20

22

34

CocaCola

Airtel

Idea

Karboonmobile

Pepsi

HeroHonda

Kingfisher

Aircel

Nokia

Vodafone

DLF IPL

6

6

7

7

9

12

13

15

18

26

39

VideoconMobile

Citi Bank

Airtel

KarbonnMobile

Kingfisher

Idea

Aircel

Nokia

HeroHonda /

Vodafone

DLF

Brands recalled – 2009 20112010

9

9

12

12

14

16

20

25

38

49

Airtel

7UP

Idea

Citi

Kingfisher

Aircel

Nokia

HeroHonda

Vodafone

DLF


Brands associated with RCB

Kingfisher & RC are the most recalled brands with RCBKingfisher & RC are the most recalled brands with RCB

Recall of Kingfisher is significantly more than RC in 2011Recall of Kingfisher is significantly more than RC in 2011

IPL 2011 All Ban

Kingfisher [netted] 52% 56%

RC [Netted] 44% 53%

Mc Dowells No-1 28% 32%

DLF 17% 24%

Royal Stag 25% 30%

Reebok 24% 27%

Whyte & Mackay 12% 14%

Key brands associated with RCBKey brands associated with RCB

IPL 2010 All Ban

RC [Netted] 61% 78%

Kingfisher 59% 89%

DLF 25% 31%

Royal Stag 15% 19%


Reebok 13% 7%

Mischief 7% 8%

Whyte & Mackay 4% 6%


Brands associated with CSK

Aircel is the most recalled brand with CSK Aircel is the most recalled brand with CSK –– this seems to have marginally increased in this seems to have marginally increased in 2011 at all India level, though strength of association has marginally dropped in Chennai2011 at all India level, though strength of association has marginally dropped in Chennai

Key brands associated with CSKKey brands associated with CSK

IPL 2011 All Chennai

Aircel 44% 53%

Gulf 34% 20%

DLF 28% 23%

Reebok 25% 28%

India cements 25% 31%

Coromandel Infotech 23% 30%

7UP 19% 25%

Amrapali Group 14% 11%

Mansion House 3% 4%

IPL 2010 All Chennai

Aircel 42% 62%

DLF 22% 58%

India cements 16% 32%

ACC Cement 14% 11%

Reebok 12% 11%

Fosters 8% 8%

Coromandel K 7% 14%

Memory Vita 6% 6%

Aircel is the leading brand associated with CSK Aircel is the leading brand associated with CSK –– it was clearly shown as a lead sponsor it was clearly shown as a lead sponsor for CSK in team communication for CSK in team communication –– this seems to have paid well !this seems to have paid well !


Brands associated with KKR

Key brands associated with KKRKey brands associated with KKR

IPL 2011 All Kolkata

Nokia 43% 85%

NEXT 28% 48%

DLF 27% 32%

Dish TV 25% 31%

Biskfarm Biscuits 24% 31%

Coca Cola 21% 32%

Reebok 14% 10%

Godrej 6% 8%

Matrix 3% 1%

Nokia & Coca Cola are the most recalled brands with KKR Nokia & Coca Cola are the most recalled brands with KKR

Nokia association has strengthened in Kolkata but not in other centresNokia association has strengthened in Kolkata but not in other centres

IPL 2010 All Kolkata

Nokia 39% 91%

Sprite 36% 47%

DLF 22% 20%

NEXT 15% 36%

Reebok 13% 32%

Tag Heuer 8% 10%


Videocon-D2h 5% 2%


Brands associated with MI

Key brands associated with MIKey brands associated with MI

IPL 2011 All Mumbai

Hero Honda 33% 36%

Master Card 32% 31%

DLF IPL 26% 28%

Adidas 24% 26%

Coca Cola 6% 8%

BookmyShow 8% 12%

Dheeraj 16% 18%

MSN 8% 10%

Bridgestone 4% 6%

Royal stag 2% 4%

Hero Honda & Adidas are the most recalled brands with MIHero Honda & Adidas are the most recalled brands with MI

Videocon had strongest association with MI in 2010Videocon had strongest association with MI in 2010

IPL 2010 All Mumbai

Videocon 35% 36%

Master Card 30% 29%

DLF 28% 17%

Reliance 22% 32%

Pepsi 11% 10%

Royal Stag 5% 10%

New India Assurance 5% 16%


Brands associated with DDD

Key brands associated with DDDKey brands associated with DDD

IPL 2011 All Del

Idea 46% 52%

Kingfisher 32% 36%

Muthoot Group 32% 44%

DLF 24% 16%

Coca Cola 23% 43%

Adidas 14% 18%

Amity University 13% 26%

Panasonic 8% 12%

MAX Healthcare 4% 8%

Idea is the most recalled brand associated with DDD Idea is the most recalled brand associated with DDD –– this is almost at par with this is almost at par with association of Aircel with CSKassociation of Aircel with CSK

IPL 2010 All Del

Hero Honda 32% 47%

Coca Cola 26% 53%

DLF 22% 4%

GMR 17% 17%

Kingfisher 13% 1%

Panasonic 9% 20%

Muthoot Group 7% 3%

IDEA Cellular 7% 3%

Idea is the leading brand associated with DDD Idea is the leading brand associated with DDD –– it was clearly shown as a lead sponsor it was clearly shown as a lead sponsor for DDD in team communication for DDD in team communication –– this seems to have entrenched better than HH in 2010this seems to have entrenched better than HH in 2010


Brands associated with KXI

Key brands associated with KXIKey brands associated with KXI

IPL 2011 All Moh

Gulf 27% 34%

Emirates 26% 32%

Linc Pens 16% 17%

DLF 15% 23%

Carlsberg 13% 24%

Royal challenge 12% 14%

Flying Machine 8% 11%

Reebok 7% 11%

ACC Cement 4% 8%

Emirates & DLF are the most recalled brands with KXIP in 2011 Emirates & DLF are the most recalled brands with KXIP in 2011 –– but overall weak but overall weak recallrecall

IPL 2010 All Moh

DLF 22% 28%

ACC Cement 17% 36%

Gulf 14% 24%

Digi Cable 13% 17%

Reebok 14% 14%

Mountain Dew 11% 26%

Whirl Pool 7% 7%

Royal Challenge 5% 7%


Brands associated with RR

Key brands associated with RRKey brands associated with RR

IPL 2011 All Jai

DLF 23% 27%

HDFC Life 22% 27%


Puma 13% 17%

Royal challenge 12% 16%

Kingfisher 12% 16%

Chocolate 7% 9%

Linc Pens 8% 11%

Marriott 8% 9%

Floriana 6% 12%

HDFC Life and DLF are the most recalled brands with RR HDFC Life and DLF are the most recalled brands with RR

IPL 2010 All Jai

UltraTech 48% 53%

DLF 23% 27%

HDFC SL 22% 21%

Moov 19% 18%

Kingfisher 14% 10%

TCS 11% 16%

Puma 9% 14%

Linc Pens 6% 10%


Brands associated with DC

Key brands associated with DCKey brands associated with DC

IPL 2011 All Hyd

UltraTech cement 39% 46%

DLF 23% 28%

Kingfisher Premium 13% 16%


Apollo Hospitals 12% 18%

Puma 8% 12%

Yamaha 8% 12%

Linc Pens 8% 9%

Association of DLF & UltraTech Cement are strongest with DC Association of DLF & UltraTech Cement are strongest with DC

IPL 2010 All Hyd

Deccan Chronicle 42% 87%

DLF 23% 52%

Coca Cola 18% 37%

IDEA Cellular 15% 51%

Kingfisher 17% 60%

Puma 11% 8%


Mexus 6% 4%


Brands associated with PW & KTK

Key brands associated with PWKey brands associated with PW

IPL 2011 All Pune

TVS 34% 39%

Sahara 30% 48%

Pepsi 23% 32%

DLF 17% 24%

Adidas 7% 3%

Finolex 5% 2%


MAX New York LI 3% 1%

Royal Challenge 2% 2%

TVS & Sahara are the most recalled brands with PWTVS & Sahara are the most recalled brands with PW

IPL 2011 All Kochi

Federal Bank 29% 49%

AVT Premium 28% 44%

Anchor 28% 36%

V-Guard 23% 30%

Lotto 13% 16%

Elite Foods 2% 4%

Key brands associated with KTKKey brands associated with KTK


Brands recalled in IPL 2011 (telecast)

21 2214 12

4 6 121

29 2024 33

20 21 17 1620

18 21 18

2326 28 16

37 32 32 2816

28 1816

Vod

afon

e

Air

cel

Nok

ia

AC

C C

emen

t

Pum

a

Asi

an P

aint

s

Axi

s B

ank

Ari

tel

DLF

Bla

ckbe

rry

Idea

Doc

omo

TOM Spontaneous Aided73% 68%

66%61%

57%53% 53% 50%

48% 47%

Vodafone & Aircel have the highest TOM brand recall in IPL 2011Vodafone & Aircel have the highest TOM brand recall in IPL 2011

Amongst telecom operators, Airtel is recalled at 8Amongst telecom operators, Airtel is recalled at 8thth level, followed by Idea & Docomolevel, followed by Idea & Docomo

Vodafone and Aircel have strongest recall from IPL telecastVodafone and Aircel have strongest recall from IPL telecast

Airtel has moderate registrationAirtel has moderate registration

Tell me which all brands do you recall having seen during the live telecast of IPL Base : All IPL followers (2000)

39%34%

15th 21st1st 2nd 8th


Brands recalled in IPL (telecast) – over seasons

2011 2010 2009 2008

Brands % Rank Brands % Rank Brands % Rank Brands % Rank

Vodafone 73 1 Aircel 51 1 DLF 55 1 DLF 52 1

Aircel 68 2 Nimbooz 47 2 7UP 54 2 Nokia 50 2

Nokia 66 3 Airtel 45 3 Aircel 53 3 Hero Honda 43 3

ACC Cement 61 4 DLF 45 4 Vodafone 50 4 Bajaj Allianz 42 4

Puma 57 5 Vodafone 43 5 Idea 49 5 Kingfisher 40 5

Asian Paints 53 6 Bingo 42 6 Coca Cola 47 6 Vodafone 38 6

Axis Bank 53 7 Adidas 42 7 Nokia 44 7 Citi 38 7

Airtel 50 8 Citi Bank 41 8 Hero Honda 44 8 Blue Star 32 8

DLF 48 9 ACC Cement 41 9 Fly Kingfisher 42 9 Spice 31 9

Blackberry 47 10 Coca Cola 40 10 Citi 40 10 Reebok 29 10

Idea 39 15 Idea 28 21 Airtel 43 12 Aircel 31 11

Docomo 34 21 Docomo 25 29 Tata Indicom 22 26 Idea 26 28

Tata Indicom 16 32

Vodafone and Aircel have strongest recall from IPL telecast Vodafone and Aircel have strongest recall from IPL telecast –– Vodafone strengthened Vodafone strengthened over years. Airtel and Idea have dropped while Docomo has come in last year and is over years. Airtel and Idea have dropped while Docomo has come in last year and is

stablestable


Brands recalled on ads in IPL 2011

AirtelAirtel & Vodafone are clear leaders in their category& Vodafone are clear leaders in their category

3G Element Recall is only for 3G Element Recall is only for AirTelAirTel & IDEA & IDEA

32

39

2 5 1 4 4 3

14

2523 17

15

2422 20 17 17

20

29 2223

3118

22 21 22 23

7

Airte

l 3G

Vod

afon

e

Coc

a C

ola

Doc

omo

KFC

Axi

s B

ank

Karb

onn

Bla

ckbe

rry

Dai

ry M

ilk-

Cad

bury

Idea

3G

TOM Spontaneous Aided66%

‘‘Airtel internet on 3GAirtel internet on 3G’’ ad is the most recalled ad in IPL 2011ad is the most recalled ad in IPL 2011

Airtel is followed by Vodafone Airtel is followed by Vodafone –– in telecom sector, Docomo is at 4in telecom sector, Docomo is at 4thth place and Idea in 10place and Idea in 10thth

52% 49%48% 47%

45% 45%

Base : All IPL followers (2000)

57%

43% 43%

1st 2nd 4th 10th


Brands recalled on features in IPL 2011

4336

32 30 2923 20 20 19 19

Vod

afon

e

HSB

C

God

rej

Sam

sung

Smar

tpho

nes LG

Tata

Pho

ton

Am

buja

Cem

ents

Dai

ry M

ilk-

Cad

bury

L'O

real

Vol

ksw

agen On features, Vodafone On features, Vodafone

scroller is the most scroller is the most recalled featurerecalled feature

Post that HSBC and Post that HSBC and Godrej featureGodrej feature

Vodafone has used the features platform Vodafone has used the features platform –– by combining it with their Contestby combining it with their Contest


Tata Photon feature was also recalled in telecast Tata Photon feature was also recalled in telecast –– no other significant presence from no other significant presence from telecom sectortelecom sector

1st


Brands recalled on signages in IPL 2011

Aircel is the most recalled on onAircel is the most recalled on on--field signages field signages -- followed by DLF, Adidas & Vodafonefollowed by DLF, Adidas & Vodafone

Idea is also recalled from the telecom sectorIdea is also recalled from the telecom sector

Includes apparels

46% 43%33%

32%25%

25%23%24%

58%

24%


21%

13th

266 3 6 5

21

3221

29 2522 22 22 14 19 18

11

8 41 1

3 3 2 5 4 3

18

Air

cel

DLF

IPL

Adi

das

Vod

afon

e

Coc

a C

ola

AV

T Pr

emiu

m

Pum

a

Nok

ia

Her

o H

onda

Peps

i

Idea

TOM Spontaneous Aided

Aircel and Vodafone have used the onAircel and Vodafone have used the on--field platform wellfield platform well

4th1st


35

1310 12 10 12 11

18

711

73 4 2 4 3 1

16

0

10

20

30

40

50

60

MI RCB CSK KKR DC DDD RR KXIP PW KTK

2010 2011

Only 38% are open to buying teams’ Only 38% are open to buying teams’ merchandisingmerchandising

Drop observed on this over last yearDrop observed on this over last year

Interest in merchandise of IPL teams

Base : All IPL followers

Interest in buying merchandise Which team’s merchandise interested in buying

Base : Interested in buying

Amongst those who were interested in Amongst those who were interested in buying merchandize, MI is the most buying merchandize, MI is the most preferred teampreferred team

2515

1831

30 31

27 230%

20%

40%

60%

80%

100%

2010 2011

Very interested Somewhat interested

Not very interested Not at all interested

Moderate interest in merchandize Moderate interest in merchandize –– Main interest in MI team, followed by CSK teamMain interest in MI team, followed by CSK team


Sponsor feedback

Feedback on contests


Contests in IPL 2011

IPL seasons are spiced up by contests run by teams / IPL and their corporate sponsors every year - these contests add up to the entertainment quotient of IPL per se

This year there were 4 prominent contests – all registered moderately with audiences

– Nokia KKR tension bhagao– Karbonn kamaal katch– T20 Extraa Innings Dham Dhadaka– Vodafone star of the math

Detailed viewer feedback to these contests is detailed herewith


Vodafone - Star of the Match Contest

• 13% of the audience registered ‘Star of the match’ contest –all of them associated Vodafone brand with it

• ~10% of the audience claimed to have participated in the contest

• Key elements recalled in the contest are …

Extremely different, 17

Different, 38Neither not different nor different, 27

Not at all different, 8 Not much

different, 10

The best answer is given a ball in match 27%Question asked to the spectators 22%Ball is autographed by the winning captain 18%Telling about Vodafone offer 14%Some toys (zoozoos) walking and dancing 12%

Is the contest unique Is the contest unique –– seen as seen as different by 55% of viewersdifferent by 55% of viewers


Vodafone - Star of the Match Contest

•• Most of the viewers who have seen the contest liked it Most of the viewers who have seen the contest liked it -- silly, silly, but interesting questions, fun contestbut interesting questions, fun contest

•• Reward of meeting the players is also liked by most of the Reward of meeting the players is also liked by most of the viewers, though some credibility concerns with some viewers viewers, though some credibility concerns with some viewers who feel the reward is unrealwho feel the reward is unreal

Like it extremely,

46

Like it Somewhat,

22

Neither like it nor dislike

it, 21

Dislike it extremely, 6

Dislike it somewhat,

4

Is the contest liked Is the contest liked –– liked by 68% of liked by 68% of viewersviewers

“Chance to meet the players and be close to him for that moment and handshake with him” “I felt it was better than last year.. Call the stars, in that I know my friend had called and it was just a voice recorded message it was such a let down, at least in this there is no false promise” “It is the best promo because we get something in real live at the stadium”“It is not that good … I feel that I will not be able to reach at that level”


Nokia- KKR tension math le yaar

• 21% of the audience registered ‘KKR tension math le yaar’ contest – 16% of them associated Nokia KKR brand with it






different, 10

Sharukh Khan doing massage to relief the pain 26%Best tip sent by viewers will be awarded prize 24%SRK doing oil massage in a player’s head 17%SRK having lassi with KKR team members 13%SRK saying something in female voice 11%



Nokia- KKR tension math le yaar

•• Most of the viewers who have seen the contest liked it Most of the viewers who have seen the contest liked it ––But liked primarily because of Shahrukh KhanBut liked primarily because of Shahrukh Khan

•• The concept of suggesting players The concept of suggesting players –– unique way of unique way of reaching peoplereaching people

Like it extremely,

23Like it

Somewhat, 38


it, 35


4


“Sharukh Khan is the only good thing in this” “We can give suggestions to players and that is good” “We are not interested in spending. It is all about making money” “Each SMS costs Rs.5 and so don't wish to participate”


DLF IPL 2011- Extraaa Innings T20 Dham Dhadaka Contest

• 27% of the audience registered ‘Dham dhadaka’ contest – all of them associated DLF IPL brand with it






different, 13

They ask questions about cricket 30%Cricketers explain this contest 21%We have to answer the question to get prize 16%Extra innings show 13%It’s good entertainment 11%



DLF IPL 2011- Extraaa Innings T20 Dham Dhadaka Contest

•• Most of the viewers who have seen the contest Most of the viewers who have seen the contest liked it liked it –– Not innovative, silly but interesting Not innovative, silly but interesting questionsquestions

•• Reaction towards the contest Reaction towards the contest –– most of the most of the questions were “difficult to answerquestions were “difficult to answer

Like it extremely,

61

Like it Somewhat,

14


it, 13



8


“They ask some questions regarding cricketer…If we answer & get lucky we will get some prize” “I like the concept…Since we watch cricket regularly, we know answers to most questions” “Its good. I like it a lot”

“Its not at all innovative. The same old format. Don’t like it much”


Karbonn- kamaal ka catch contest

• 30% of the audience registered ‘Karbonn kamaal ka catch’ contest – 20% associated Karbonn brand with it




Different, 39 Neither not different nor different, 29


different, 12

Best catch of the match is shown 26%The player taking the best catch gets 1 lakh 20%A prize offer contest 18%Karbonn mobile has the best network capacity 15%Catch pakdo IPL dekho 12%



Karbonn- kamaal ka catch contest

•• Most of the viewers who have seen the Most of the viewers who have seen the contest liked it contest liked it –– Silly, fun and too difficult to Silly, fun and too difficult to participateparticipate

•• Reaction towards the contest Reaction towards the contest –– Not Not interesting/Less chances of getting selectedinteresting/Less chances of getting selected

Like it extremely,

44Like it

Somewhat, 35


it, 10



10


“Kamaal ka Catch” i like because we get opportunity to see the stars”“We like Karbon kamal as we get a chance to go in the field and catch it along with the players”

“I don’t think we can meet the players. Very few people

will get selected”


Thank You!

CRICTRAC presenting feedback to IPL 2011 - AZ Research · Linc Pens 6% 10%. CRICTRAC is a copyright...

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