In an online research conducted by AZ Research, Mumbai Indians was the most favourite team in IPL 2010. It was the most favourite team for 54% of the followers. Its appeal, however was a little lower amongst women at 41% as compared to men at 58%. A significant percentage of women liked Chennai Super Kings most. In conjunction with this, Sachin Tendulkar was the most favourite cricket in IPL 2010 – liked most by 52% of the viewers. Like Mumbai Indians, appeal of Sachin is also higher amongst men at 56% and comparatively lower amongst women at 38%. Sachin is followed by MS Dhoni who is liked most in IPL 2010 by 14% of viewers – only 8% amongst men and 33% amongst women.
AZ research did an online research to assess viewer-ship and feedback to IPL 2010. This research was done amongst cricket followers, males and females in the age band of 15 to 50 years. Sample size of 1550 interviews was achieved in this research. This research brings forward some interesting findings about viewership and preferences of viewers regarding IPL 2010.
Appeal of Mumbai Indians is over powering and is impacting perceptions of all dimensions of appeal. It is also seen as the most stylish and most aggressive team. After MI, RCB has a clear lead on being the most stylish team. These are followed by CSK and KKR on being most stylish teams. MI leads on being the most aggressive team also. However, after MI, CSK has a clear lead on being the most aggressive team.
Since IPL is expected to be an amalgamation of cricket and glamour this research also asked the IPL 2010 followers on who was the most stylish team ambassador in IPL 2010. Expectedly Shahrukh Khan emerges as the most stylish ambassador for an IPL team. He is followed by Preity Zinta who leads over Shilpa Shetty and Deepika Padokone. Katrina Kaif also emerges almost at par with Preity Zinta. Nita Ambani and Vijay Mallya feature at position 5 on this – just ahead of Deepika Padukone.
Amongst the viewers of IPL 2010, DLF is the most recalled brand. Being the main sponsor for 3 consecutive years has given DLF a significant recall. On the top 10 recall positions, there are 7 brands which are either cell phone handsets or mobile operators. Recall of brands on top ten positions is detailed herewith.
Rank 1 - DLF (78% recall)
Rank 2 - Kingfisher (71% recall)
Rank 3 - Aircel & Royal Challenge (both at 65% recall)
Rank 4 - Idea (59% recall)
Rank 5 - Vodafone (56% recall)
Rank 6 - Nokia (51% recall)
Rank 7 - UltraTech Cement (48% recall)
Rank 8 - Hero Honda, Karbonn, Maxx (all at 45% recall)
Rank 9 - Deccan Chronicle (43% recall)
Rank 10 - Videocon mobile (39% recall)
This research was conducted online and feedback was received from about 18 cities of India. 33% of the sample size was students while 67% was working class, mostly were middle level executives.
Contributed by : AZR Online