Do you have a favourite IPL team? Half of all fans don't, says a new survey

Conducted by selling analytics institution Crisp and selling bureau Kadence, the survey recovered that Chennai Super Kings (CSK) was the squad astir fans resonated with, contempt not being astatine the apical of the points array this year. 

The survey, involving astir 20,000 radical successful 13 Indian cities, recovered that portion astir fans were team-agnostic, 32% favoured CSK, underscoring its presumption arsenic a apical franchise. As galore arsenic 86% of respondents favoured 1 of lone 4 teams – CSK, Royal Challengers Bangalore (RCB), Mumbai Indians (MI) and Kolkata Knight Riders (KKR). 

Also read: IPL, elections are each just crippled connected amerciable betting apps

The survey focused connected brand-recognition dynamics during the league, and tracked astir 130 brands successful 25 merchandise categories. Respondents were from the apical metros and tier-2 cities including Kolkata, Lucknow, Delhi, Chandigarh, Ludhiana, Jaipur, Udaipur, Ahmedabad, Chennai, Surat, Mumbai, Pune and Hyderabad. 

The Dhoni effect

Mahendra Singh Dhoni's popularity played a large relation successful making CSK a instrumentality favourite. The squad has an 86% pursuing successful Chennai – surpassing the Daredevils' popularity successful Delhi and the Super Giants' popularity successful Lucknow – but its entreaty transcends geographical boundaries. 

The survey besides recovered that instrumentality allegiance isn't driven solely by victories connected the field. Despite their accordant occurrence successful the IPL, CSK fans mostly clasp their squad to a precocious modular portion fans of Royal Challengers Bangalore (RCB) – which is yet to assistance the trophy – are much lenient, the survey found, suggesting a RCB fans person a much affectional transportation with their team. However, CSK's immense instrumentality basal is not needfully reflected successful its valuation compared to those of different teams, indicating instrumentality loyalty doesn't needfully construe into marque value. 

While established teams bid premium terms tags, determination are besides opportunities for other teams specified arsenic Rajasthan Royals (RR), which is presently successful 2nd place. Sunrisers Hyderabad and Lucknow Super Giants are besides showing promise, with beardown performances this year.

Ads rates plateau

Mint reported earlier that advertizing rates person been stagnant successful this year's IPL, and manufacture experts person predicted a continued presumption quo successful some tv and digital. Despite hopes for an summation successful advertizing rates, media buyers person confirmed that rates stay unchanged. 

Also read: IPL 2024: How galore ads is excessively galore ads?

Both Star Sports and Jio, holders of the broadcast and integer rights, respectively, saw nary maturation implicit past year's advertisement rates. Sponsors are allocating ₹12.5 lakh for 10 seconds successful modular explanation (SD) and ₹5.3 lakh successful HD connected Star Sports. For Jio Cinema, pre and post-match ceremonies volition outgo ₹200 per mille oregon 1,000 impressions. On connected TV, a spot volition fetch ₹6.5 lakh. These rates reflector those of the erstwhile period.

Star Sports and Jio's combined revenues from IPL advertisement slots dipped to astir ₹4,000 crore successful 2023 from ₹4,600 crore successful 2022. This year's apical sponsors are Dream11, Asian Paints, Vimal, Thums Up Charged, Havells, Joy Cosmetics, Dettol, Harpic, Vanessa, Amul, Groww, Rupay and HDFC PayZapp. 

Overall sports sponsorships soared to ₹15,000 crore successful 2023, up 10.95% from ₹14,209 crore successful 2022, according to a study by GroupM ESP, the entertainment, esports and sports part of GroupM India.

Also read: Cricket spirits soar, but IPL's advertisement rates are flat

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Published: 08 May 2024, 01:30 PM IST