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I need one score which combines viewership appeal, popularity or following and brand recall for each team. Which are the teams which have strong impact scores? Which team/s should I choose for my IPL activities in case I want to associate with a particular team?
We have calculated a single impact score which combines four main components:
- Share of viewership: More exciting teams tend to attract viewers to watch more of their matches – CSK, MI and RCB are the most frequently watched teams
- Appeal in Home City: Provides the regional/local loyalty. MI and CSK are ahead of the others in terms of local appeal. They are followed by SRH, Kings XI Punjab and KKR
- National Appeal: Signifies the popularity of the team across India (excluding its home city). Only two teams have a truly national appeal. This year MI takes pole position followed by CSK.
- Share of Brand Recall: How many brands do consumers associate with the team? This score is impacted by two key aspects:
- The team’s overall presence on social media and the number of ads and brand endorsements they do
- The team’s overall viewership – number of brands recalled for a team increases as viewers watch more matches of that team