About 71 percent of Indian Premier League (IPL) viewers are influenced in their purchasing decisions by the presence of a Bollywood star in streaming advertisements, according to a report published on Thursday.
With IPL fever running high across the country, a survey of 1,000 respondents by digital marketing agency iCubesWire found that 74 percent of them agreed that their purchasing decisions of streaming IPL ads were influenced by such ads, that are aimed at children or that appeal to the younger age segment.
“This survey clearly demonstrated that brands are still looking to Bollywood celebrities to get their message across to end consumers, a trend we believe will continue as many OTT celebrities also join the fray” , said Sahil Chopra, CEO of iCubesWire.
The report goes on to say that 73 percent of respondents prefer watching ads that showcase Indian culture or heritage.
As the coronavirus pandemic has transformed the way people buy products, health-related ads during IPL streaming have also seen a surge, with 78 percent of respondents investing in their physical fitness and health.
According to the report, 64 percent of respondents enjoy watching IPL games on TV, while 32 percent of people enjoy watching on their mobile phones. About 80 percent of respondents also said they enjoy participating in community viewing virtually and chatting with friends and family through the streaming apps.
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