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BRAND IMPACT SCORES
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?
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:
- 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
- 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.