This article is based on a survey carried out in Navi Mumbai among those who had viewed IPL matches on television during the third season in April-May 2010. It is primarily an advertising research and tries to identify the products and brands most often recalled by the viewers, among those advertised during the telecast of IPL matches. It also explores related issues such as influence of the advertisements on the buying decision, interest in watching IPL matches in multiplexes without the ad breaks, etc.

The Indian Premier League (IPL) has completely transformed the way cricket is played in India and in the world at large. It has also changed the way the advertisement world perceives cricket. IPL has become so successful that revenue generation has been enormous. Several small, medium and large advertising firms have benefitted from the popularity of IPL.

The primary objective of the survey was to find out the top of mind awareness of the products and brands advertised during the telecast of IPL matches.

The study was exploratory in nature as the objective was to gain a broad understanding of whether and to what extent advertisements that are aired during IPL match telecasts are recalled by the viewers and their general response towards the same. The study was based on a survey conducted in Navi Mumbai. Data was collected using convenience sampling. The total sample size was 129. Data was collected only from respondents who had watched IPL matches on television, at least to some extent.

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