Understanding second-screening at the IPL | WARC | The Feed

Understanding second-screening at the IPL

Seven in ten fans of the upcoming Indian Premier League (IPL) say they’ll be watching every match on TV – and most of them will be using their smartphones for related activities at the same time. 

Why it matters

The huge popularity of the IPL means it’s a big draw for brands which have multiple opportunities to reach consumers beyond just television. Research by mobile tech firm Glance finds that most fans will also be second-screening – watching match commentary on various platforms and browsing social media, for example – and savvy brands can tap this trend to successfully engage them.

What fans want 

The study identified widespread interest in interactive content: 

• 56% of respondents would like to take part in live watch parties with celebrities
• 53% would participate in social media polls and quizzes on the match
• 49% would like cricket games or fantasy cricket on various apps
• 48% prefer influencer- and celebrity-led ads; an equal percentage like ads that lead to good shopping or dine-out deals.

Key quote

“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” – Piyush Shah, co-founder of InMobi Group and president and COO, Glance.

Sourced from Pitch [Image: Pexels]