Fintech Brands Strive For Attention, Consumer-centric Brands Savour High Recall: e-DART IPL' 24 Report

The most recent e-DART IPL'24 report, produced in association with Kadence International and Crisp Insights, presents a story of brand recall and engagement during the competition. Fintech companies are vying for attention amid the IPL frenzy, while consumer-focused behemoths like Dream11, Tata Group, Jio, My11 Circle, Pepsi, and CEAT dominate the league of brand memory.

The results highlight how consumer brands are successful at drawing in IPL viewers; Dream11 leads with 38 per cent recall, closely followed by Tata at 32 per cent and Jio at 27 per cent. By demonstrating the resonance and influence these brands have on IPL watchers, this trend upholds their leadership in terms of brand visibility and engagement.

According to the report, there is a significant impact that IPL-related businesses have on young audiences. Specifically, 70 per cent of teens indicate that their interactions with these companies have resulted in good outcomes or impressions. Teenagers throughout the country have shown that watching the Indian Premier League (IPL) can lead to positive customer experiences, ranging from improved brand perception to greater product consideration.

The study also shows that viewer engagement and brand recall are positively correlated, with more engaged viewers displaying stronger brand awareness. Interestingly, viewers of mobile displays remember brands better than viewers of larger screens, suggesting that IPL viewers' media consumption habits are changing.

Superfans, who make up 16 per cent of the IPL audience, are the unsung heroes of brand recall amidst the IPL fervour. These devoted fans actively participate in brand conversations and pay closer attention to more brands, increasing brand awareness and building long-term customer loyalty.

Brands that connect themselves with IPL teams or secure sponsorship arrangements stand to gain enhanced exposure and resonance among viewers nationally, as sponsorship plays a crucial role in raising brand visibility and encouraging consumer engagement.

These insights provide recommendations for brands that want to have the most impact and engagement possible during the Indian Premier League (IPL) by creating customised marketing campaigns that connect with cricket fans all over India.