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PhonePe, Paytm, Myntra benefit from IPL ads, while Zomato scored above Swiggy without an IPL TV ad-Bobble AI report

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  • Fintech app PhonePe stops Pay in the advertising war.
  • Zomato – despite not opting for IPL ads – led almost all stats in the food category, but came out swiggy.
  • Of the shopping apps, Meesho’s open rate — or the number of times users logged into the app — dropped from pre-IPL to post-IPL, while Myntra‘s grew.

IPL advertising gives brands access to millions of Indians – the 2022 edition had a total of 229 million television viewers. It is often referred to as ‘India’s Superbowl’ in terms of advertising value.

Bobble AI’s latest market intelligence report analyzed data from 80 million Android smartphones to determine the impact of IPL advertising across a range of apps, including Myntra, Dream11, Meesho, SpotifySwiggy, and Tata Neu.

An analysis of the impact of television advertising around IPL has shown that the fintech application PhonePe reaped the maximum benefits with the highest user penetration after IPL. This was followed by Paytm and Meesho. PhonePe, Myntra and Dream11 saw the largest increase in the average session per user after IPL.

Average session per user is defined as the average number of times the app is opened in the given time period.

Zomato, however, led almost all stats in the food category, despite opting not to opt for IPL advertising.

The report studied smartphone user behavior over three time periods – Pre IPL 2022, During IPL 2022 and Post IPL 2022. The majority of users during IPL were between the ages of 18 and 24, the study found.

Tata Neu download soared above 8000% but got no users after IPL

The total number of installs increased exponentially for the Tata Neu app (8438.1%) when the marketing of the app with IPL was launched. Despite this, Tata Neu didn’t get any users after IPL and users didn’t open the app after 15 days of downloading. PhonePe app scored above Paytm in the number of app downloads. Spotify and Swiggy also saw a more than 50% spike in installs. Dream 11 saw more than 79% more app downloads across the three periods.

New app installs for Myntra were 25 times higher than Meesho’s.

“Advertising during the IPL is skyrocketing, giving brands significant reach with their existing customers and target audience. Zomato and PhonePe outperformed their competitors Swiggy and Paytm in almost every category, including overall market penetration. Since the pandemic, online platforms have gained a foothold,” he said Tabrez Alamhead of business strategy, Bobble AI.

The Bobble AI report said most apps won in terms of average session per user (ASU), except for Tata Neu – who saw a 67% reduction.

PhonePe reported a more than 22% increase in ASU, outperforming Paytm, which saw a nearly 14% increase in ASU after IPL. However, there was no change in ASU for the Swiggy app.

Dream11 saw an 83% increase in active users (AUs) during IPL. Active users is the total number of users who were active on the said application in the specified time period. Myntra’s AUs were significantly higher than Meesho’s. PhonePe beat Paytm for AUs in the fintech industry.

Zomato overtakes Swiggy without IPL advertising

Bobble AI also analyzed whether advertising during IPL gave Swiggy an edge over Zomato or not. The data showed that Swiggy got no such advantage. Zomato outperformed Swiggy on all stats except churn rate.

Churn rate is the percentage of active users who opened the application in the last 15 days, but not in the following 15 days.

Zomato’s open rate (7.3%) – defined as the number of times users logged into an app – was higher than Swiggy’s (1.93%). Zomato had over 38% more active users than Swiggy during IPL. Advertising during IPL didn’t help Swiggy outperform Zomato, its main competitor.

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