82% of IPL fans would like to see more brands create interactive digital ads: iCubesWire Survey

iCubesWire Survey conducted during the IPL season among 1,017 respondents across India studies viewers' behaviour on interactive animation ads during matches.

iCubesWire survey was conducted on the interactive animation ads displayed during the Indian Premier League (IPL) matches. The survey results revealed that a significant majority of IPL viewers, 95% to be exact, said that they witnessed interactive animation ads during matches.

The survey was conducted among 1,017 respondents across India in April 2023. 85% of respondents said that interactive advertisements are more effective than other types of advertisements.

Moreover, the survey reveals that 56% of respondents like interactive video animation digital ads, while 17% like interactive audio ads, 22% like mini-game interactive ads, and 5% don’t like interactive digital advertisements. 

The survey also revealed that 82% of IPL fans would like to see more brands create interactive digital ads during future IPL seasons.

“Advertising during the IPL has become an essential component of the game-day experience, and our survey revealed an astounding 85% engagement rate among IPL viewers which shows that fans appreciate ads that are creative, relevant, and unobtrusive. This highlights the immense potential for brands to connect with their target audience through IPL advertising and we look forward to seeing more innovative and impactful campaigns in the future." Sahil Chopra, CEO, iCubesWire, said.

In addition, 45% of respondents believe that instant rewards help them remember a brand. In comparison, 31% of people are influenced by new launches, while 11% of respondents stated that repetitive engagement is the key to brand recall. Interestingly, 13% of people indicated that they are more likely to remember a brand that engages them in an interesting way. 

These findings suggest that brands need to tailor their marketing strategies to cater to different audiences' preferences and habits to enhance brand recall.

Also Read: #SSIPLWatch: Inside JBL’s IPL marketing strategy with Vikram Kher

Looking ahead, the growth of ads during IPL is expected to continue, with projections showing a CAGR of 8.9% from 2020 to 2025. This growth is expected to be driven by increased digital adoption and the continued popularity of the tournament among fans. 

Key Findings: 

• According to the survey, 95% of respondents have seen ads during the IPL season that they can interact with on your phone or computer.
• 85% of IPL viewers have interacted with interactive ads, with only 17% reporting no experience, indicating their effectiveness in capturing attention.
• Over 20% of IPL fans (22%) rated their enjoyment of interactive ads at 9 to 10 on a scale of 1 to 10. With an additional 23% rating them 7 to 8, it's clear that these ads are resonating with viewers and making a positive impact.
• Further, the survey shows that 56% of respondents prefer interactive video animation ads, 22% like mini-game interactive ads, 17% like interactive audio ads, and 5% dislike interactive digital ads.
• In addition, 85% of respondents found interactive ads to be more effective than other types of ads, according to the survey, while 15% did not share the same sentiment.
• Also, 45% of respondents believe instant rewards help them remember a brand, while 31% are influenced by new launches, 13% are more likely to remember a brand that engages them in an interesting way, and 11% believe repetitive engagement is key to brand recall.
• Over 30% of IPL fans (34%) rated their brand recall through interactive ads at 4 to 6 on a scale of 1 to 10. With an additional 25% rating them from 1 to 3, 22% rating 7 to 8 and 19% rating to 9 to 10.
• 30% rated 1 to 3 and 4 to 6 on a scale of 1 to 10 likely to buy from a brand that uses interactive ads, such as scratch and reveal, tap-to-play video, mini-games, or 3D visuals. Whereas, 20% rated 7 to 8 and 19% rated 9 to 10.
• In addition, 82% of IPL fans would like to see more brands create interactive digital ads during future IPL seasons.