Havas Media Group launches Hi-Cricket

21 Apr,2021

By Our Staff

Havas Sports & Entertainment has partnered with YouGov, a research and data analytics group, to launch Hi-Cricket, a proprietary study to understand the impact of the Indian Premier League (IPL) 2021 in influencing brand health metrics across categories.

The study, led by the Havas Insight team, has respondents from key cities to get a deeper understanding of how a larger than life platform such as IPL helps influence mind measures. Hi-Cricket will also answer the role of premium media buys in impacting brand health, one of the most critical questions raised by advertisers today.

Mohit Joshi

Mohit Joshi

Said Mohit Joshi, CEO, Havas Media Group India: “Hi-Cricket 2021 is a culmination of Havas’ Meaningful Brands philosophy and data from YouGov’s Cube. While there is a lot of discussion on IPL performance and viewership, this unique study helps to not only understand consumers’ level of engagement with the game but also allows advertisers to track the impact of IPL 2021 on brand health metrics like Awareness, Consideration, Familiarity and Recommendation. The research uses customised quantitative structured questionnaire and encompasses Tier 1 & 2 cities. Designed to constantly monitor brand trends on key brand health indicators, along with Meaningful attributes, this study will help advertisers understand the overall impact of their association with IPL. Hi-Cricket is the first initiative by Havas Insights and Havas Sports and Entertainment; we also intend to take the partnership into other sporting domains such as the Olympics, Hockey, Football and Kabaddi.”

Deepa Bhatia

Deepa Bhatia

Added Deepa Bhatia, General Manager, India, YouGov: “According to YouGov India profiles’ data, IPL is one of the biggest sports assets along with ICC Cricket T20 World Cup. Sports assets have impacted the recall of brands globally. YouGov panel constitutes data of 2 lakh active panel respondents who have participated in various surveys. During the IPL season, YouGov will consistently reach out to people who watch IPL to set up the study. Using Havas’ Meaningful attributes, the customised Hi-Cricket study will help us understand what drives meaningfulness for brands and to what extent are campaigns able to drive perceptions for brands based on functional, personal and collective benefits.”



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