Cricbuzz Brand Lift Study — Analysis Report

Exposed vs. Control group comparison across key brand metrics for both sponsorship tracks during the IPL 2026 campaign window.

Client: Google India

Platform: Cricbuzz

Campaign: IPL 2026

Fieldwork: Mar 22 – Apr 14, 2026

Control

Exposed

Track A — Google Search AI Mode

Associate Sponsorship

N = 1,000 total respondents

Exposed: 500

Control: 500

Tier 1: 70% · Tier 2: 30%

Aided Brand Recall (Q11)

34% vs 51%

+17 pp lift

p = 0.001 · Significant at 95% CI

"Understands Me" — Google Search (Q7)

41% vs 52%

+11 pp lift

p = 0.004 · Significant at 95% CI

Preferred Platform — Google Search (Q8)

48% vs 57%

+9 pp lift

p = 0.012 · Significant at 95% CI

Positive Sentiment (Q12, 4+5)

62% vs 74%

+12 pp lift

p = 0.002 · Significant at 95% CI

Q7–Q9: Competitive Landscape — Control vs Exposed

Q12: Sentiment Distribution

Q10: Top-of-Mind Unaided Sponsor Recall

Track A — Full Metric Breakdown

Metric	Question	Control	Exposed	Lift	Significance
Aided Recall — Google Search	Q11	34%	51%	+17 pp	p = 0.001 ✓
"Understands Me" — Google Search	Q7	41%	52%	+11 pp	p = 0.004 ✓
"Understands Me" — ChatGPT	Q7	28%	24%	−4 pp	p = 0.18
Preferred Platform — Google Search	Q8	48%	57%	+9 pp	p = 0.012 ✓
Most Excited — Google Search	Q9	32%	44%	+12 pp	p = 0.003 ✓
Positive Sentiment (4 + 5)	Q12	62%	74%	+12 pp	p = 0.002 ✓
Unaided Sponsor Recall — Google	Q10	12%	28%	+16 pp	p < 0.001 ✓

Track B — Google Pixel

Title Sponsorship

N = 2,000 total respondents

Exposed: 1,000

Control: 1,000

Tier 1: 70% · Tier 2: 30%

Consideration — Google Pixel (Q7)

22% vs 35%

+13 pp lift

p < 0.001 · Significant at 95% CI

Awareness — Google Pixel (Q8)

58% vs 71%

+13 pp lift

p < 0.001 · Significant at 95% CI

Purchase Intent — Google Pixel (Q9)

14% vs 23%

+9 pp lift

p = 0.001 · Significant at 95% CI

Trust Impact — Positive (Q11)

— 61%

Exposed only

61% report increased trust from sponsorship

Q7–Q9: Brand Funnel — Control vs Exposed

Q10: Brand Comparison vs Competitors

Q7: Consideration — Full Competitive Set

Q11: Trust Impact of Title Sponsorship (Exposed Only)

Track B — Full Metric Breakdown

Metric	Question	Control	Exposed	Lift	Significance
Consideration — Google Pixel	Q7	22%	35%	+13 pp	p < 0.001 ✓
Consideration — Apple iPhone	Q7	68%	66%	−2 pp	p = 0.42
Consideration — Samsung Galaxy	Q7	54%	52%	−2 pp	p = 0.51
Consideration — OnePlus	Q7	45%	43%	−2 pp	p = 0.55
Awareness — Google Pixel	Q8	58%	71%	+13 pp	p < 0.001 ✓
Purchase Intent — Google Pixel	Q9	14%	23%	+9 pp	p = 0.001 ✓
Brand Opinion — Much/Somewhat Better	Q10	29%	42%	+13 pp	p < 0.001 ✓
Trust Increase (Sig. + Somewhat)	Q11	—	61%	Exposed only	N/A

Methodology & Statistical Notes

Design: Controlled quasi-experimental study. Respondents were assigned to Exposed or Control groups based on verified ad exposure (Q6 screener). Control group respondents who reported seeing the sponsorship were terminated to protect baseline purity.

Sample: Track A: N=1,000 (500/500 split). Track B: N=2,000 (1,000/1,000 split). Quota-controlled for Tier 1 (70%) / Tier 2 (30%) city mix, gender, and age bands 18–34 / 35+.

Statistical Testing: Two-proportion z-tests at 95% confidence level (α = 0.05). Lift expressed in percentage points (pp). All reported lifts marked ✓ are statistically significant.

Fieldwork: March 22 – April 14, 2026. Data collected via CAWI (Computer Assisted Web Interviewing) on mobile-optimised survey forms.