IPL8 BuzzAngles Report
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Transcript of IPL8 BuzzAngles Report
About Us
Therefore is a Techno-Marketing company with a core focus on Offline to Online Marketing Automation It captures last mile information of the customer interacting with a brand across all
media platforms and in real-time
It helps Businesses connect to their customers, measure everything about their communication and effectively help close a deal
The core competency of Therefore is Analytics and Reporting systems
Built on a Big Data platform the system is highly scalable and can be integrated with any other technology and platforms
In a nutshell, we provide an integrated platform in order to arrive at an informed decision
IPL8 As a Brand
Indian Premier League (IPL) is one of the most awaited and talked about sports event of its kind
It has made its global presence felt, by making it the most followed league after the English Premier League, in just six years
IPL is the most watched cricket league in the world The cumulative reach of IPL has grown steadily from 101 mn in 2008 to 189 mn in 2014
IPL is where Talent Meets Opportunity It is a tournament where renowned international cricketers come together on one stage & budding Indian players are groomed under their guidance.
Brand Performance League
Along with the cricketing league, a parallel league of Brands is competing for their presence felt. There is a need felt to study the performance of ones Brand in this league
Thus the Branding exercise, involving huge budgets and heavy advertising, can be evaluated in terms of:
Sponsorships and Investments
Brand Exposure during IPL
Brand Engagement with the TGs during IPL
Brand ‘X’ and its competitors in the same event
Association with the celebrities in IPL and its impact on the Brand
Day Wise Trend
15 23 19 28 25 28 35 30
220
169
140 146 133 139
113 131 128
109 105
68
102
136
104
0
30
60
90
120
150
180
210
240
8-Apr 10-Apr 12-Apr 14-Apr 16-Apr 18-Apr 20-Apr 22-Apr 24-Apr 26-Apr 28-Apr 30-Apr
623
457 471
373 340
276
407 445 454 432
473 406 415
479 487 455 446 448
361 430
363 283 312 304
0
100
200
300
400
500
600
700
1-May 3-May 5-May 7-May 9-May 11-May 13-May 15-May 17-May 19-May 21-May 23-May
Period: 8th Apr-24th May Source: TC&S
Amity University
22%
14%
6% 5% 5% 4% 4% 4% 4% 2%
0%
3%
6%
9%
12%
15%
18%
21%
24%
DNA Pepsi Sony Six Idea Air India ICE The Telegraph Gulf Jet Airways Woo
Top 10 Sponsors
Sponsor Buzz
Pepsi DNA
Overall
DNA DNA DNA DNA Pepsi
Week 4 Week 5 Week 6 Week 3 Week 2 Week 1
Period: 8th Apr-24th May Source: TC&S
10
58
56
Most Visible
Least Visible
Not Visible
Franchise Buzz 15%
13% 13% 13%
12% 11% 11%
11%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Mumbai Indians Delhi Daredevils Kings XI Punjab Chennai Super Kings
Rajasthan Royals Kolkata Knight Riders
Sunrisers Hyderabad
Royal Challengers Bangalore
Franchises
Mumbai Indians
Mumbai Indians
Overall
Mumbai Indians
Mumbai Indians
Sunrisers Hyderabad
Kings XI Punjab
Delhi Daredevils
Week 4 Week 5 Week 6 Week 3 Week 2 Week 1
Period: 8th Apr-24th May Source: TC&S
Franchise Sponsors Buzz
61%
19%
9% 6%
2% 2% 1% 0%
10%
20%
30%
40%
50%
60%
70% Delhi Daredevils
Visible Sponsors: 7 Actual Sponsors: 12
47%
16% 12%
6% 6% 4% 2% 2% 2% 2% 2%
0%
10%
20%
30%
40%
50% Kings XI Punjab
Visible Sponsors: 11 Actual Sponsors: 17
59%
31%
7% 3%
0%
10%
20%
30%
40%
50%
60%
Royal Challenge Huawei Reebok Tata Motors Bolt
Royal Challengers Bangalore
Visible Sponsors: 4 Actual Sponsors: 19
57%
17% 12%
7% 5% 3%
0%
10%
20%
30%
40%
50%
60%
Gulf Kingfisher Aircel Sansui The India Cements Ltd
Amity University
Chennai Super Kings
Visible Sponsors: 6 Actual Sponsors: 14
Period: 8th Apr-24th May Source: TC&S
Franchise Sponsors Buzz
41%
14% 10% 9% 8% 7% 6% 4%
1% 1% 0%
10%
20%
30%
40%
50% Mumbai Indians
Visible Sponsors: 10 Actual Sponsors: 18
48%
21% 16%
5% 3% 2% 2% 1% 1%
0%
10%
20%
30%
40%
50% Rajasthan Royals
Visible Sponsors: 9 Actual Sponsors: 17
79%
16%
3% 1% 1% 0%
20%
40%
60%
80%
Idea Spicejet DTDC Varda Book my show
Sunrisers Hyderabad
Visible Sponsors: 5 Actual Sponsors: 13
70%
13% 6% 4% 2% 2% 1% 1% 1% 0.3% 0.3% 0.3%
0%
20%
40%
60%
80% Kolkata Knight Riders
Visible Sponsors: 4 Actual Sponsors: 14
Period: 8th Apr-24th May Source: TC&S
Player Buzz
3% 3%
3% 3%
2% 2% 2% 2% 2% 2%
0%
1%
2%
3%
4%
Rohit Sharma MS Dhoni Chris Gayle Gautam Gambhir Virat Kohli Mitchell Starc Yuvraj Singh AB De Villiers David Warner Ajinkya Rahane
Top 10 Players
Rohit Sharma
Rohit Sharma
Overall
MS Dhoni Rohit
Sharma Rohit
Sharma Yuvraj Singh
James Faulkner
Week 4 Week 5 Week 6 Week 3 Week 2 Week 1
Period: 8th Apr-24th May Source: TC&S
Top 5 Players
Period: 8th Apr-24th May Source: TC&S
Kolkata Knight Riders Delhi Daredevils
Yuvraj Singh
135
Shreyas Iyer
90
Zaheer Khan
56
Angelo Mathews
51
Imran Tahir
45
Gautam Gambhir
164
Sunil Narine
130
Shakib Al Hasan
82
Robin Uthappa
77
Andre Russell
65
Top 5 Players
Period: 8th Apr-24th May Source: TC&S
Mumbai Indians Chennai Super Kings
MS Dhoni
178
Suresh Raina
115
Dwayne Bravo
115
Faf Du Plessis
94
Dwayne Smith
89
Rohit Sharma
193
Harbhajan Singh
122
Kieron Pollard
121
Parthiv Patel
78
Lasith Malinga
82
Top 5 Players
Period: 8th Apr-24th May Source: TC&S
Rajasthan Royals Kings XI Punjab
Glenn Maxwell
99
Virender Sehwag
87
George Bailey
84
David Miller
81
Mitchell Johnson
80
Ajinkya Rahane
131
Steven Smith
81
James Faulkner
77
Tim Southee
60
Sanju Samson
55
Top 5 Players
Period: 8th Apr-24th May Source: TC&S
Sunrisers Hyderabad Royal Challengers Bangalore
Chris Gayle
164
Mitchell Starc
139
Virat Kohli
139
AB De Villiers
134
Dinesh Karthik
79
Shikhar Dhawan
99
David Warner
134
Trent Boult
99
Dale Steyn
73
Eoin Morgan
68
Brand Visibility Index
75
111.9
67
111.6
15.9
84
76 75.13
12 13 12 11 12 12 13 14
KKR MI RR RCB SRH DD KXIP CSK
0
20
40
60
80
100
120
Brand Value in mn $ Visibility in %
Period: 8th Apr-24th May Source: TC&S
The Key Players
Sports Personalities top
the list with Franchise as a
brand following at 2nd position
Sports Personalities
52%
Celebrities
2%
Negative News
15%
Sponsors Brand
9%
Franchise Brand
26%
Period: 8th Apr-24th May Source: TC&S
6% 4%
4% 4% 3% 3% 3% 2% 2% 2%
0%
2%
4%
6%
8%
Top 10 Sources
• sports .ndtv.com Week 1
• dnaindia.com Week 2
• dnaindia.com Week 3
• cricket country.com Week 4
• cricketcountry.com Week 5
• Cricketcountry.com Week 6
Week 1 1%
Week 2 8%
Week 3 8%
Week 4 24%
Week 5 26%
Week 6 32%
Weekly Buzz
Period: 8th Apr-24th May Source: TC&S
Owner Celebrities Buzz
26%
23%
9% 8% 7%
6% 6% 5% 5%
2%
0%
5%
10%
15%
20%
25%
30%
Preity Zinta Shahrukh Khan
Vijay Mallya Mukesh Ambani
Gauri Khan Juhi Chawla Shilpa Shetty
Raj Kundra Nita Ambani
Varun Manian
Preity Zinta tops the list of celebrities with Shahrukh Khan at the 2nd position
Period: 8th Apr-24th May Source: TC&S
Top 10 Keywords
260 250
228 228 224 224
198 197 193 190
0
50
100
150
200
250
300
Mumbai Indians
DNA Delhi Daredevils
Kings XI Punjab
Chennai Super Kings
CSK Rajasthan Royals
KKR Rohit Sharma
Kolkata Knight Riders
Mumbai Indians tops the list of keywords with a close follow by DNA at the 2nd position
Period: 8th Apr-24th May Source: TC&S
1st ever Indian sports league
Has undergone many marketing and Brand building exercises
Along with its 8 participating teams, IPL event on the whole has built its own Brand
New Brands in the form of the teams have become household names. They were non-existent before. This has given birth to a business opportunity that all possible sectors are cashing in on
From its unique IPL tune to various advertising campaigns every season, IPL has made its separate positioning in the minds of its Prosumers
Its audience is spread all around the globe
IPL the Brand Game
Brand Performance League
The 1st season of IPL saw over 100 advertisers with over 150 Brands on air with the tournament on TV
The number of advertisers has kept increasing ever since, including the various endorsements to the on ground advertising
Advertisers look at IPL as a Strategic Marketing Initiative More and more Brands are willing to be associated with the league for various marketing initiatives like: impact, continuity, reach or frequency
Every visible part of the IPL player’s attire is taken up by a Brand
From being a principle team sponsor to some other associations, Brands are only adding to the cluttered competition.
This association should be evaluated beyond the exposure it gets on ground
Introducing BuzzAngles
The Digital world has given rise to a new breed of influencers, opinion leaders, critics or in some cases just a voice wanting to be heard. It is a complex world and most times replete with jargon or terms which are not easily understood. Having said that, brands are built or (sometimes) destroyed overnight as opinions or experiences are floating freely for anyone who is willing to lend an ear.
In order words the digital world is a necessary evil and listening, tracking and most importantly measuring the impact on the brand has become very crucial and complex at the same time. Making sense out of the data on a common platform is also a huge challenge.
BuzzAngles focuses on measuring what is relevant along with detailed analytics on the brand. It keeps you informed about the dynamics of the digital medium, by Monitoring, Capturing and Analyzing the information. It delivers knowledge that can be visualized and represented via web application and mobile app keeping your focus only on decision making.
BuzzAngles
BuzzAngles intends to come out with periodic reports focusing how the Brands sponsoring IPL are mentioned in the Digital Space The Digital PR
Blogs
Social Media
The report will focus only on the Brands visibility, the way it is perceived in this Digital Space
To know about BuzzAngle Platform Click Here
BuzzAngles Similar PPT’s
IPL7 Synopsis ppt- http://goo.gl/hP4hHg
Pre IPL8 Buzz- http://goo.gl/Gje8yN
IPL8 game of brands 2015- http://goo.gl/bqzC9n
IPL8 game of brands Week 1&2- http://goo.gl/IlNujb
Disclaimer
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