BRAND IMPACT SCORES

Marketing Question: 

Which teams should I choose for my IPL activities in case I want to associate with a particular team? Is there any single score which combines viewership, popularity & brand recall? 

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 regional/local loyalty. CSK and MI are the top 2 teams with high home city appeal, followed by RCB and KKR 
• National Appeal: Signifies the popularity of the team across India (excluding its home city). CSK & MI have a higher national appeal.  
• Share of Brand Recall: How many brands do consumers associate with the team? This score is impacted by two key aspects: 

1. The team’s overall presence on social media and the number of ads and brand endorsements they do
2. The team’s overall viewership – number of brands recalled for a team increases as viewers watch more matches of that team 
3. The three most watched teams – which also have a strong social media following – lead in this area. CSK garners the highest share followed by RCB & DC.