Fan loyalty measured
Is there a way to quantify fan loyalty to understand how to use it to maximise profits for your IPL team? Apparently, there is. A study by Dentsu Sports, a division of Dentsu, says there are four factors that help people decide team loyalties: Human factor (HF), Perceived Energy (PE), Performance and Engagement.
| Factor | Highest Recall |
| Presence of Mumbai International Stars | Mumbai |
| Owner branding | Kolkata |
| Made it to Semi Final/ Final/ Won | Jaipur |
| Captain recall of each team | Chennai |
| TRPs | Kolkata |
Performance and Engagement, on the other hand, build longterm loyalty and ensure TRPs.
The study, conducted among 2,099 online users, had Rajasthan Royals on top in Performance but low on HF and Engagement. Knight Riders scored the highest in HF and Engagement.
“To sustain ‘fandom’ teams need to focus on Performance and Engagement,” the study notes.
The message is clear: it’s not about the stars. Fans will remain loyal and pay to watch only a team that wins.
