The India Consumer Sentiment Index (CSI) is a monthly analysis and representation of consumer perception on a number of topics. Conducted by Axis My India, a consumer data intelligence company, released a report for this month, highlighting changes in media viewership.

The 14th season of the Indian Premier League has considerably impacted viewership habits and trends. While a whopping 58% don’t watch the IPL, the remaining 42% are divided as follows:

Following are the key points unearthed from the report:

Viewership Trends

1. Consumption of media (this includes TV, Internet, Radio, etc.) has increased for 21% of the families- an increase of 2% from last month.

2. Media viewership among males has increased by 22% and younger age groups of viewers (18-25 YO) have increased by 30%, compared to older age groups.

3. 55% will view the IPL season on cable or Direct-to-home sets. Out of this, 61% are from urban counter cities. 66% of the middle-aged crowd watching the cricket tournament preferred using cable or DTH

4. Also, 45% of the young crowd (18-25 YO) is expected to watch on mobile (Jio Cinema) of which 48% are from rural towns. 64% of the young age groups prefer using their Mobiles (Jio Cinema) for the same.

Brands with the highest recall

The CSI Report also highlighted the top brands capturing viewer attention, facilitating high recall among viewers this IPL season.

Here are the top brands along with their percentage in terms of recall, that have come to be noticed the most during the cricketing season.

The top brands mentioned were Dream 11, Thums Up, Tata Neu, Jio, PayTM, Amazon, LIC, Tata Tiago ev, Kamala Pasand, Kingfisher, TVS, Ceat, Rupay.

Dream11 was the highest-recalled brand, followed by Thums Up, Tata Neu, and Jio. Also, Dream11, Tata Neu, and Jio were the most recalled brands by male viewers.

This analysis helped understand the effectiveness of advertising during the IPL season, using consumer brand recall.

Survey Methodology

Computer-Aided Telephonic Interviews with a sample size of 10,206 people across 35 states and UTs were used to carry out the survey. 64% belonged to rural India, while 36% belonged to urban counterparts.

The regional spread can be summarised as – 26% from the Northern parts, 25% from the Eastern parts, 29% from the Western parts, and 19% from the Southern parts of India.
64% of the respondents were male, while 36% were female. In terms of the two majority sample groups, 32% were from the 36 to 50 YO and 29% from the 26 to 35 YO age group.