Havas Media Group India’s Hi-Cricket 2022 report out

28 Mar,2022

By Our Staff


Havas Media Group India has partnered with YouGov, a global research and analytics agency, for its syndicated study that helps advertisers measure the impact of their ads during the Indian Premier League (IPL) 2022. The study helps establish the efficacy of IPL as a platform when it comes to influencing mind measures and also answers one of the most critical questions that advertisers have today: the role of premium buys on brand health.


Said Deepa Bhatia, General Manager, India, YouGov: “The Hi-Cricket research that YouGov India conducts annually in partnership with Havas Media Group India has become one of the most pivotal research exercises for us. Hi-Cricket provides an in-depth, customised look into the coveted Indian Premier League (IPL) as an advertising and sponsorship vehicle and is an invaluable tool for brands and marketers to understand how the tournament delivers on their marketing objectives. This is critical given the exponential growth in investment that’s pumped into this cricketing extravaganza by brands, which has in fact made the IPL the biggest platform to create long-term brand image and value. IPL 2022 is coming back with it’s the first season in an endemic world. This study is designed to deliver valuable insights into a post-Covid world, within Havas’ Meaningful Brands framework.”


Commenting on the study, Sanchita Roy, Head of Strategy, Havas Media Group India, added: “Hi-Cricket 2022 is in alignment with our philosophy of ‘Meaningful Media’ – fundamentally, this means media that is trusted, engaging and influential – and YouGov’s Cube philosophy (people, time and variables). The recent study tracks the impact of IPL 2022 on brand metrics in the endemic world as people have finally come out of isolation. IPL is all about community building and enjoying the sports league with family and friends, so sentiments surrounding it are undoubtedly high. Involvement with IPL goes far beyond the actual matches as there are peripheral properties including Fantasy Leagues and Gaming that ensure high engagement of viewers thereby making it the best choice for brands to connect with the audience. This makes Hi-Cricket a real time solution that consistently and accurately measures and monitors brand trends based on key indicators. It helps us identify the most Meaningful Brands and drive Meaningful Conversations with our clients as we help them understand the overall impact of their association with the IPL.”


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