IMPACT SCORES

Marketing Questions: 

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? 

Marketing Insights: 

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