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Impact of Elements of Ad’s on Sports Fan Attitude during a Live Sporting Event

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The purpose of this paper is to understand the impact of various elements of ads like ad timings, ad placement, ad type, ad frequency, duration of the ad, celebrity’s ad endorsement influence, etc., on sports fans’, in particular, cricket fans mood and attitude during a live sporting event like Indian Premier League (IPL). The study involves a mix of in-depth telephonic interviews and Microsoft Teams video call interviews of 35 sports, especially cricket enthusiasts. A snowball sampling method was used. Based on the respondents’ viewing experience of a live T20 cricket match, the impact of various ads’ elements on their attitude change while viewing the live cricket match was ascertained. The study suggests that individual responses to an advertisement vary based on its elements like type, location, timings, frequency, duration, and celebrity’s ad endorsement influence during the cricket match. The paper has a limitation with references related to the Indian context, as most of the work has been done with a different set of people (other than Indian) and on a different sport. The research seems to be one give insights about cricket fans’ mood and their perception of advertisements in a developing country like India.


Raghav Gupta, Aradhana Gandhi. Impact of Elements of Ad’s on Sports Fan Attitude during a Live Sporting Event. Cardiometry; Issue 24; November 2022; p.867-876; DOI: 10.18137/cardiometry.2022.24.867876; Available from:


Indian Premier League (IPL),  Cricket fans,  Ad type,  Ad placement,  Ad timings,  Ad frequency,  Duration of the ad,  Ad endorsement
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