Brand Association
DECIPHERING THE CORRELATION AND IMPACT OF VIEWERSHIP, FOLLOWERS AND BRAND RECALL PLAUSIBLE
Marketing Question: I am a key sponsor of an IPL team. Does my top of mind brand recall depend on the performance of my team? Does it also depend on my brand’s strength and my team’s overall presence on various ads and social media?
Data Interpretation
- After winning 4 out of 6 matches, KKR’s Fan Base and Nokia’s TOM peaked in week 3. After losing 6 matches in a row, KKR’s fan base took a dip, and so does Nokia’s TOM. It proves that TOM recall of the associated brand (Principal Sponsor – Nokia) moved synchronously with KKR’s performance and Fan base.
- SRH won 3 out of 4 matches at the start of the season, thereby increasing its Fan Base. Throughout the tournament, SRH witnessed an inconsistent performance.
- Coolwinks, the principal sponsor of SRH, garnered higher TOM recall during later weeks as well, poor performances of SRH notwithstanding. This may be because Coolwinks was present on the front of SRH’s jersey. Another factor that may have led to increased TOM recall for Coolwinks is that the last few matches of SRH generated higher viewership, and SRH ultimately qualified for the playoffs.