This year’s IPL edition closed with Mumbai Indians walking away with the trophy for the third time. The event turned out to be a perfect pitch to play not just for the players but for the advertisers too. The tenth edition of the cricket league had over more than 100 sponsors for the event and the teams.
As IPL gave marketers an audience to reach through TV ads, brands shifted gears from television and conventional media to social media in the past ten years.
Sony, the official TV broadcaster of the IPL, was set out to gain Rs.1300 cr from this year's IPL ad-spots, an 18% increase from last year's IPL.
With the conclusion of IPL 2017, Sony was able to complete its target of Rs.1300 cr. But what was interesting to know was how well these advertisers performed.
XOR Labs’ recent digital marketing report on IPL-2017 analysed how IPL sponsors performed this season, which brands stayed ahead of their game, and which ones lost.
The report tracks marketing activities on social media, content strategy, and display marketing.
Handset makers (Vivo, Motorola & Gionee) accounted for 23% of the total content shared on social media during IPL.
Telecom giants (Vodafone, Jio, and Idea) grabbed the top position attracting exactly one-fourth of the overall video engagements in IPL 2017.
Top three online brands’ (BookMyShow, Amazon, and Make My Trip) average engagement per activity was 4.74 times the average engagement per activity of all the other brands combined.
When it comes to advertising, the thing is you are going to lose money. But with the help of analysis, you get insights into what is working for you and what isn’t. It is useful to know what mistakes you are making and how you can rectify them.
To find out more about how each brand performed, you can download the report here.