MUMBAI: It’s a well-established fact that the Indian Premier League is a sure fire property to help brands get off the mark with consumers and even score well with them. Hundreds of brands have bought what is considered to be some of the priciest sponsorships and free commercial time slots and reaped just rewards.

Now here’s some more research and analysis which proves how solid and steady a partnership the IPL can build with brands. Brought out by the digital first agency, Mumbai-based Tidal7, it highlights, how IPL2023 shaped into a tournament bigger than ever before with a record of concurrent viewers on JioCinema and a total audience of 505 million on Disney Star. That helped brands to get a tremendous leg up in terms of consumers conducting searches on them or visiting their websites.

“We have looked at the brand search volumes and traffic data for a few of the prominent brands to demonstrate the differential digital brand lift that the IPL campaigns delivered,” says Tidal7’s head Venkat Mallik

Amongst the brands it studied include Tata Tiago EV, Rupay credit card on UPI, Tata Neu, Jindal Panther TMT Rebars and Vega trimmers.

To begin with, Tata Tiago saw an upsurge of 190 per cent in organic searches between March 2023 and April 2023 from 44,500 to 129,200 searches, even as direct traffic to the Tiago website skyrocketed 1,106 per cent from 4,100 to 49,900 from April 2023 to May 2023.

Thanks to the high decibel advertising fired at viewers, Rupay credit card saw a jump of 439 per cent in search volumes on Google between March 2023 and April 2023.  Visitors tromping onto the brand’s website directly increased 235.72 per cent from 43,460 to 1.5 million in the same period even as organic searches rose 229.45 per cent from 11,240 to 37,030.

Tata Neu which accounted for three per cent of ad volumes during the IPL had some good outcomes too. Internet surfers using the brand’s keywords on Google rose 124 per cent between April and May 2023. Search volumes for both Jindal Panther TMT bars and Vega Trimmers rose 83 per cent each between April 2023 and May 2023.

“Essentially, many of the advertisers did get a massive lift in branded search volumes and organic traffic from their advertising on the IPL,” highlights Mallik. “That is not possible using any other single event or media platform at this stage in India. The IPL is indeed the NFL of India.”

With that kind of endorsement, it’s no wonder that the BCCI and IPL mandarins, Disney Star and JioCinema executives are grinning from ear to ear.