Articles related to IPL advertising Nielson Does your TVC cut through the clutter?

? Under Media and Entertainment 28th June 2013

Link - http://www.nielsen.com/in/en/insights/news/2013/does-your-tv-commercial-cut-through-theclutter-.html

The Cadbury Silk television commercial (24%) was found to be the most spontaneously recalled brand among viewers, followed by Appy Fizz (23%), Boost (20%), 7UP (19%), Pepsi (17%) and Vodafone (13%). For the study, Nielsen recorded responses from more than 5,800 respondents in the cities of Delhi, Bangalore, Kolkata, Mumbai and Chennai. It was aimed to understand advertisement recall and visibility amid those that viewers were exposed to during the cricket championship. An extract of the findings from 2 May to 20 reveal the top five sectors and brands for which ads were most spontaneously recalled by respondents. The aim was not only to advertise but also get the message to resonate with as many viewers as possible. Top 5 sectors which made it to the high spontaneous recall rate with the viewers are as follows Sector Food and Beverages Fast Moving Consumer Goods Telecom Infrastructure Consumer Durables Recall rate 91% 59% 34% 23% 19%

Recall rate among men and sectors Recall rate among women and sectors Sector Recall rate Sector Recall rate Automobile 16% Consumer Goods 66% Durables 22% Telecom 2% Telecom 38% Infrastructure 19% Financial Services 9% The findings of the study indicate two driving characteristics of spontaneously recalled brands: 1. Advertisements that feature a celebrity, 2. Have an impactful creative element have a higher chance of registering in viewers minds, and brands with the most recall have a steady mix of both strategies. Some other interesting trends were observed with regard to IPL viewing habits of men and women. Of the men and women who watch cricket, 94 percent of men follow the IPL series, compared with 87 percent of women. Both men and women spontaneously recalled an average of five ads each. When commercials are aired during a break

1. Nearly half (46%) of men and women respondents said they watched ads that were aired during a commercial break, 2. A third (30%) said they changed the channel until the commercial breaks ended. 3. About 5 percent said they put their TV sets on mute during the breaks. It is important to understand if an ad campaign has had an impact in terms of visibility and brand recall among viewers. Social Samosa, Brands include IPL in their Social Media Strategy 22nd April 2013 Link - http://www.socialsamosa.com/2013/04/social-media-strategy-review-ipl-digital-strategy/ The top 3 brands on facebook had more than 9.8 million fans by the end of IPL Tata Docomo, Vodafone Zoozoos and Samsung Mobile. The brands which garnered maximum owing to the huge involvement with fans during this period would be Pepsi and Cadbury Dairy Milk. The most talked about brands were Vodafone Zoozoos, OLX, Pepsi, Tata Docomo and Panasonic. Key insights from the findings were 1. Limited growth of fan base showed divergence from simply increasing numbers to a more meaningful engagement driven strategy. There is low ROI to be gained by increasing the number of fans on facebook, instead the focus is on tapping the active current users on facebook. 2. Engagement is an important metric considering its impact on word of mouth and its underutilized nature. Even for Pepsi, which shows an engagement growth in excess of 400%; the number of people talking about the brand is close to 7.85% of its total Facebook fans. This is a good number for engagement since previously among top 900 Facebook pages ranked on the number of fans, highest engagement levels registered have been below 15%. Huge opportunity for engagement driven by a sound, research-driven content strategy that integrates seamlessly with their marketing communication strategy. The following picture sums up the statistics drawn from the findings.

Further from Lighthouse Insights, link - http://lighthouseinsights.in/cadbury-dairy-milk-indiashubhaarambh-league-social-media-campaign.html

Information the #shubhaarambh campaign by Cadbury Dairy Milk was found. The key driving factor here was to grow the preference for Cadbury dairy Milk and broaden the base for usage of the same. It is an ideal case of how a company which could not use the IPL logo for its campaign still worked its way around the same and found out ways to engage the viewers. The company to have designed the shubhaarambh campaign is Pinstorm. Pepsi IPL and Lighthouse Insights Link www.pepsiipl.com, http://lighthouseinsights.in/take-catches-and-save-runs-with-the-greatindian-catch-by-pepsi-india.html

Termed as the Great Indian Catch, Pepsi established multiple links with the audience. There was a game launched by Pepsi where the whole of India is the field and there are multiple prizes to be won. Similar such schemes were launched by multiple travel sites including Make My Trip, Go Ibibo etc.