This year’s cricketing extravaganza in India—the Indian Premier League (IPL)—is now a part of sports history, but the event provided a wealth of insights regarding the ads that most appealed to fans during the key match between the Chennai Super Kings and the Mumbai Indians.
In looking at the results of a recent Nielsen study to understand ad recall and visibility during the championship, food, beverage and communication brands fared the best. The Cadbury Silk television commercial (24%) was found to be the most spontaneously recalled brand among viewers, followed by Appy Fizz (23%), Boost (20%), 7UP (19%), Pepsi (17%) and Vodafone (13%).
Nielsen conducted the study between 2 May and 3 June during the airing of the 2013 IPL. For the study, Nielsen recorded responses from more than 5,800 respondents in the cities of Delhi, Bangalore, Kolkata, Mumbai and Chennai.
While food and beverages (91%) led with respect to recall among the industries that advertised in May, three-fifths (59%) of the respondents in the study also recalled TV commercials of other fast-moving consumer goods (FMCG). Telecom (34%), infrastructure (23%) and consumer durables (19%) also made it to the top five sectors with high spontaneous ad recall levels.
Men recalled ads from the automobile (16%), durables (22%), telecom (38%) and financial services (9%) sectors more frequently than women, while women recalled more ads in the consumer goods space (66%) than ads from other sectors. Women also had higher recall rates for ads in telecom (28%) and infrastructure (19%).
Cadbury’s Silk ad was the most spontaneously recalled during the tournament, followed by spots from Appy Fizz (23%), Boost (20%), 7UP (19%), Pepsi (17%) and Vodafone (13%).
Recall for Cadbury’s Silk ad increased from 23 percent in the first and second wave of the study to 27 percent in the third wave. Recall for Appy Fizz moved down marginally from 25 percent to 24 percent, while recall for 7UP dropped three percentage points from 21 percent in the first wave to 18 percent in the third wave.
The findings of the study indicate two driving characteristics of spontaneously recalled brands: advertisements that feature a celebrity, or have an impactful creative element have a higher chance of registering in viewers’ minds, and brands with the most recall have a steady mix of both strategies.