IPL matches have gone on to become some of the most exciting social experiences in the country. In 2018, the average per match stadium attendance ran upwards of 30,000 and millions more tuned into their devices and screens. These IPL fans are a goldmine for marketers. With big buck investments in IPL marketing across all platforms, are brands digging deep into audience personas of viewers that they are marketing to this season?
We dived into the audience insights at the 2019 IPL matches played thus far. We estimate that this audience comprises of 79% males and 21% females. But what else do we know about them?
The screen life
Analysing the device brand of choice, along with the carriers and app usage patterns among IPL stadium-goers, yielded some crucial insights. Samsung takes the cake in terms of being the top smartphone brand being used by 30% of the audience, with Jio emerging as the carrier of choice used by 43% of the audience.
As for app usage, Facebook and WhatsApp remain the top 2 apps across categories being used by 58% and 54% of the audience respectively, with Hotstar reigning supreme as the streaming app of choice at 38% and Flipkart being the favoured e-commerce app among IPL fans at 34%.
Ola vs Uber? IPL fans seem to prefer Ola (42%) as their preferred ride-sharing app, with Uber (35%) not that far behind.
Top 5 App Categories:
- Arts & Entertainment
- Video Gaming
- Technology & Computing
- Hobbies & Interests
… And the off-screen life
Beyond the online browsing and app usage behaviour, we dug deep into real-world category and brand affinities of IPL match viewers. These conclusions are based on the frequency of visits to brands and categories within the last 90 days. Here’s what we found –
When it comes to brand affinities, Dominos is the QSR brand that’s most frequented by IPL fans across cities, with Louis Philippe the favoured Fashion retail brand. As for footwear brands, Bata reigned supreme coming up trumps over the likes of Metro and Woodland.
And finally, a number of parents are in attendance at the family experience that IPL matches have gone on to become. Mothercare, Funskool, and Hamleys are the top three favourites for kids’ brands among this audience.
Here are the Top 3 brands per category:
Top 5 most visited Lifesight audience categories
- Hardware & DIY Shoppers
- Commercial Buildings Visitors
- Restaurant Customers
- Religious or Spiritual Venue Visitors
- Clothing and Accessories Shoppers
With audience insights that take into account holistic insights about the online and real-life interests, lifestyles, and needs, marketers benefit in two ways –
- Targeting – More informed decision-making on targeting the right audience
- Contextualization & personalization– By targeting consumers with the right messages at the right time, based on real lifestyle needs and affinities, brands stand a much higher chance of conversion
Is your brand making full advantage of holistic audience insights?