Chennai Super Kings, Mumbai Indians, and Royal Challengers Bangalore fight for the top spot as fan favourites – Report

Chennai Super Kings, Mumbai Indians, and Royal Challengers Bangalore fight for the top spot as fan favourites – Hansa Research’s IPLomania Report 2023*

The Indian Premier League (IPL) has long been a source of excitement and passion for cricket fans across the globe. Every year, the IPL brings new thrills and surprises to its audience, captivating viewers with its high-energy matches and top-notch players. This year is no exception, as the 14th edition of the IPL is in full swing, drawing in viewers from all corners of the world and recently celebrating its 1000th game. Amidst this excitement and fervor, Hansa Research’s IPLomania 2023* brings out valuable insights into the viewership trends, brand recall, and preferences of IPL fans.

According to IPLomania 2023, TV viewership continues to be the primary driving force behind IPL viewership, with 33% of viewers tuning in solely on TV, while only 10% of viewers watch exclusively on OTT platforms. Dual viewership, however, remains the most popular choice for IPL viewership, with 57% of viewers opting for it. Interestingly, TV viewers have a better recall of IPL features than OTT viewers, with 59% of recall for the Super Sixes feature on TV and 54% on OTT.

The study’s findings shed light on the fascinating relationship between IPL fans and their favorite players. A whopping 40% of the fans are driven by their adoration for specific players when it comes to supporting the team. This underscores the immense influence of players in shaping the perceptions and loyalties of IPL fans. Moreover, despite the inclusion of two new teams namely Gujarat Titans and Lucknow Super Giants, Chennai Super Kings, Mumbai Indians, and Royal Challengers Bangalore remain the top favoured teams in IPL 2023, reaffirming their status as fan favourites. The study also revealed that the top three cricketers who have captured the hearts of the IPL audience are MS Dhoni, Virat Kohli, and Rohit Sharma further cementing their superstar status in the cricket world.

Information Basis IPL 2023
Viewership Only TV viewership is 33%, Only OTT viewership is 10%, Dual Viewership is at 57%
Feature Recall Best on TV – example – Super Sixes feature has 59% recall on TV and 54% on OTT
Changes in Viewership OTT viewership has decreased from 16% to 10% in 2023
Audience Preference 40% of the audience are driven by their favourite player for supporting the team
In-Stadia Property Recall Player Jersey has captured maximum eyeballs with 64% recall
Brand Recall Tata has the Highest Sponsor Awareness whereas Dream 11 has the Highest Advertiser Recall
Top Favoured Teams CSK, Mumbai Indians, and RCB remain the top favoured teams of IPL 2023
Top Players Dhoni, Virat Kohli, and Rohit Sharma remain the top players of IPL 2023
Program Feature Recall Super Sixes with 61% recall is the program that has the highest recall among IPL Program features

The report’s insights also revealed the crucial role of in-stadia properties in enhancing the viewership experience. The study found that Player Jersey has captured the maximum eyeballs, with an impressive 64% recall among IPL fans. This indicates the immense branding potential of in-stadia properties in making a lasting impression on the audience. Moreover, the IPLomania 2023 study showed an improvement in the brand recall of key sponsors compared to last year, emphasizing the growing effectiveness of sponsorships in IPL.

Furthermore, the study identified Super Sixes as the most memorable In-Program feature among IPL Program features, with a remarkable 61% recall rate. This highlights the appeal of this particular feature to IPL fans, and the potential of in-program features to create lasting impressions and engage with audiences.

Highlighting the importance of IPLomania, Pramod Pawar, Head – IPLomania Study, Hansa Research said, “As the Indian Premier League (IPL) continues to grow in popularity and reach, it’s critical for brands and teams to stay abreast of the latest viewership trends and insights. Through our syndicated report, we offer a comprehensive analysis of the viewership experience in the IPL ecosystem. Our report not only tracks the following and affinity of IPL teams but also measures the return on investment of sponsorships and assesses the effectiveness of in-stadia and in-program properties. It is a valuable resource for brands and teams looking to make a mark in the world’s most exciting cricket league.”

The study comes at a time when IPL viewership is at an all-time high, with audiences eagerly awaiting each match. IPLomania 2023 provides an in-depth analysis of the key drivers of viewership, helping stakeholders in the IPL ecosystem better understand and cater to their audiences.

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