Havas Sports & Entertainment, a sports & sponsorship specialised vertical from the Havas Media Group umbrella joined hands with YouGov, an international research & data analytics group, to launch HI-CRICKET, a relevant study to understand the impact of the Indian Premier League (IPL) 2021 in influencing brand health metrics across categories.
Havas Insight Team has respondents from main cities of India to get in depth 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. Keeping in line with Havas Group’s Meaningful Brands philosophy, HI-CRICKET 2021 will help brands to further know their meaningful connect with consumers and will also identify the most meaningful campaigns during IPL this year. Havas’ Meaningful Brands framework constitutes of benefits brands offer across Functional , Personal and Collective parameters. Past learnings have shown that these benefits collectively drive brand performance. Each phase of respondents will track the impact of the game on brand health and capture shifts along with attributes that drive meaningfulness as the league. progresses. 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 regularly reach out to people who watch IPL to set up the study. Using Havas’ Meaningful attributes, the customised HI-CRICKET study will help in understanding what drives meaningfulness for brands and to what extent are campaigns able to drive perceptions for brands based on functional, personal and collective benefits. The respondents which are being included in studies over 5 phases from 1st April to 1st June 2021 will result in regular updates.
