OOH’s increased role
The IPL this year has seen higher ticket sales than previous year. And in at least two cities – Mumbai and Kolkata – visibility for IPL on OOH media was significant. This led IOAA to study the story behind this. We asked both the sponsoring brands and their agencies on the objectives of the OOH campaigns, details of media used and the spends compared to previous year and the extent to which the objectives have been achieved this year as compared to previous year. The answers from both cities were quite the same. First the objectives : both were clear – to increase salience and visibility and promote sale of tickets. While in Kolkata, the media used was mainly hoardings and more or less the same as last year, in Mumbai, the principle sponsor increased allocation on OOH this year and used transit and mobile media – trains, bus panels, etc. – in addition to hoardings as they had last year. So, visibility and salience was definitely better. And, end of the day, ticket sales has really gone through the roof this year both at Mumbai and in Kolkata. An obvious fallout has been an increase in TRPs for the TV broadcasts for the matches this year.