The report has revealed some surprising insights into how IPL viewers engage with the mobile content on various platforms, during the live match broadcasts.
Glance conducted an on-device survey on customer intelligence platform InMobi Pulse, with more than 1500 mobile users in India between 1st and 6th February 2022.
Close to 70% of these respondents identified themselves as ‘die-hard fans’ of IPL, and 72% said that they will be watching every IPL match. While 69% watch IPL on television, 61% said that they also watch matches on their smartphones.
The standout element of the report, however, is that a whopping 70% of the respondents said that they constantly use their phones even while the match is on. Watching match commentary on various platforms, browsing social media, and taking part in online contests alongside matches emerged as some of the top activities on mobile during matches.
The study found that content themes that are gaining popularity include live reaction videos of celebrities watching matches, behind the scenes snippets, unknown facts about favorite players, and expert match analyzes.
Glance IPL and the Second Screen report further asked these respondents about the types of content they would like to interact with during the IPL matches. 56% of respondents said they would like to take part in live watch parties with celebrities, and 53% said they would participate in social media polls and quizzes on the match.
Also, 49% of the respondents opted for cricket games or fantasy cricket on various apps, while an equal percentage of them said they would bet on live matches. For brands and advertisers, this showed that interactive content formats will be one of the biggest engagement drivers to connect with audiences during the IPL.
“IPL is a social phenomenon, both in the offline and the virtual world. People not just love watching cricket, but also love engaging with mobile content that gives them a 360-degree experience of the IPL and allows them to become a part of a community, “said Piyush Shah, Co-founder of InMobi Group and President and COO, Glance.
“The evolving nature of IPL and the rise of interactive cricket content consumption on second screens, led by smartphones, gives brands the opportunity to cut through the clutter of IPL, and connect with their audiences in a meaningful and impactful way,” added Shah.
The Glance report further outlined strategies that brands can leverage to tap into this growing trend of consuming second screen content during the IPL. These included using branded storytelling around cricket, launching customized polls and quizzes, designing watch parties with celebrities, and more, on popular platforms.
When asked about ads that audiences would not mind engaging with, 54% of respondents chose branded polls & quizzes that test their cricket knowledge, closely followed by ads that involved winning a contest. 48% of users preferred influencer and celebrity-led ads, with an equal percentage voting for ads that lead to good shopping or dine-out deals.
Source: Media Release
Uttar Pradesh captain and Lucknow Super Giants all-rounder Karan Sharma signed up by IOS Sports
Rahmanullah Gurbaz: Know All About the ‘Wonder Kid’ signed by Gujarat Titans for IPL 2022
BCB rests Shakib from all forms of cricket till April 30, local franchise upset
IPL 2022: Rahmanullah Gurbaz joins Gujarat Titans as a replacement for Jason Roy
RCB to name captain on March 12: This player is frontrunner to lead Royal Challengers Bangalore in IPL 2022
Afghan opener Gurbaz likely replacement of Roy in Gujarat Titans
Will Smith able to solve SA players’ IPL impasse before ending stint on March 31? Nortje doubtful
Bangladesh Cricket Board (BCB) question Shakib’s commitment after refusal to tour South Africa
Delhi Capitals (DC) IPL 2022 Full Schedule & Time Table: Match List, Dates, Timings, Venues
Kolkata Knight Riders (KKR) IPL 2022 Full Schedule & Time Table: Match List, Dates, Timings, Venues
IPL 2022: Chennai Super Kings captain MS Dhoni dons another intriguing look in new ad campaign
Lucknow Super Giants (LPS) IPL 2022 Full Schedule & Time Table: Match List, Dates, Timings, Venues
Get breaking news alerts.
You have already subscribed