PhonePe, Paytm, Myntra reap benefits of IPL advertising, while Zomato scored over Swiggy without an IPL TV ad-Bobble AI report

• Fintech app PhonePe supasses Paytm in advertising war.
  
• Zomato – despite not opting for IPL advertising – led almost all metrics in the food category, edging out Swiggy.
  
• Among the shopping apps, Meesho’s open rate – or the number of times users logged on to the app – declined from pre-IPL to post-IPL , whereas 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 worth.

Bobble AI’s latest market intelligence report analysed data from 80 million android smartphones to study the impact of IPL advertising by a range of apps including Myntra, Dream11, Meesho, Spotify, Swiggy, and Tata Neu.

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

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

However, Zomato led almost all the metrics in the food category, despite not opting for IPL advertising.

The report studied smartphone user behaviour during three time frames – Pre IPL 2022, During IPL 2022 and Post IPL 2022. The majority of users during IPL were aged between 18-24 years, the survey found.

Tata Neu download surged above 8000% but didn’t gain users post IPL

The total installations increased exponentially for the Tata Neu app (8438.1%) as the app's marketing was launched with IPL. Despite this, Tata Neu didn’t gain any users post-IPL and users didn’t open the app after 15 days of downloading it. PhonePe app scored over Paytm in the number of app downloads. Spotify and Swiggy also saw a spike of more than 50% in installations. Dream 11 saw over 79% increase in app downloads across the three periods.

New app installations for Myntra were 25 times higher than that of Meesho’s.

“Advertising during the IPL skyrockets, giving brands a significant amount of reach to their existing customers and target audience. Zomato and PhonePe surpassed their competitors Swiggy and Paytm in almost every category, including the overall market penetration. Since the pandemic, online platforms have gained steady ground,” said Tabrez Alam, chief of business strategy, Bobble AI.

Bobble AI’s report said that most of the apps gained in terms of average session per user (ASU) except for Tata Neu – which saw a 67% reduction.

PhonePe reported an over 22% increase in ASU, beating Paytm that saw a near 14% rise in ASU post 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 are the total users who were active on the said application in the given timeframe. Myntra’s AUs were substantially higher than Meesho's. PhonePe edged out Paytm for AUs in the fintech industry.

Zomato overtakes Swiggy without IPL advertising

Bobble AI also analysed whether advertising during IPL gave an edge to Swiggy over Zomato or not. The data showed that Swiggy didn’t get any such edge. Zomato performed better than Swiggy on all metrics apart from the churn rate.

Churn rate is the percentage of active users who opened the application in the previous 15 days but did not open it in the subsequent 15 days.

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

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