Indian Premier League's (IPL) TV Advertisements: A Reaction Profile

Abstract

In a cricket crazy nation like India, any cricket event draws marketers’ attention as marketers can advertise their products and services to the masses through television commercials and other means. However, it is also imperative for the sporting event itself to create its own branding through advertisements and promote itself. In this research paper our focus remains upon the IPL’s (Indian Premier League) TV advertisements which are generally released before the start of the event on various TV channels across India. We take into account IPL’s four TV advertisements for four years viz. a TV advertisement for 2013, 2014, 2015 and 2016. Each of these TV advertisements promoted IPL as an extravaganza and reminded people to watch it without fail. Our objective is to assess the reaction of viewers on various variables of IPL’s TV advertisements. To analyse the reaction profile of viewers we use fuzzy logic technique, which enables us to understand the opinions of viewers about IPL TV commercials in a practical manner.