Inside IPL 2026 - India's biggest entertainment festival
The Pulse report (Releasing Jan 5, 2026) contains 10 key findings - how brands should use them, and creative cues.
The Pulse report (Releasing Jan 5, 2026) contains 10 key findings - how brands should use them, and creative cues.
Created for:
Media planning
Creative
Activation, experiences
Fandom study
Recent media features:
Pulse quant data : TOP 10 findings + implications + frameworks for brands . Best for: teams, agencies that need signal fast to brief.
Releasing Jan 5, 2026
The full report : 9 chapters. A deep-dive into IPL audiences: from auction day to match day, content preferences to ad choices and full top 4 franchise fandom breakdowns. Multi-method layered qual gathered through full immersion with fans.
93%
have a certain level of planning around IPL matches - especially big games.
82%
admit that their mood remains affected hours after a match.
60%
feel frustrated by ads. Too many ads, too repetitive.
The IPL is India's biggest entertainment festival. It runs across the summer months - but the true kickoff for fans happens on auction day - a full 3 months before a ball is ever bowled.
Over 6 months of the year, fans are deeply immersed and engaged - tracking player metrics, hunting for tickets, and match schedules, and assembling their dream fantasy squads. The IPL is no timepass.
A research report + blueprint on how IPL attention actually works across screens, households, friend groups, and fan identities, and what that means for brands, media, and culture-led strategy during India’s biggest seasonal entertainment wave.
Built to help teams plan with real signal: when attention opens, what drives emotion, how fandom shifts by team, and how behaviour changes during live match moments.
Available in 2 parts
Part 1: IPL PULSE REPORT (Jan 5, 2026)
All the pulse quant data + implications + frameworks for brands ..... Releasing Jan 5, 2026
Best for: teams that need signal fast to brief.
99k+
Pages from PART 1: IPL pulse report 2026
PART 2: INSIDE IPL THE FULL REPORT IN 9 CHAPTERS
SS Chapter 1 of the full report- pre-design layout
In true Folk Frequency style, this report has been painstakingly put together over months through true matching : finding fans in the wild and enticing them to participate through social media, and fandom networks on the internet. Our quant pulse, social mining, qual interviews and diaries are all with fans across the spectrum of age, location and demographic types.
Buying the Pulse? Upgrade anytime—₹99K credited in full toward the Full Report.
INSIDE IPL - 120 pages of everything in the first pulse + 9 chapters
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Full qual on the emotional engine of IPL viewing (tensions, meanings, identity work) derived through multiple phased ethnographic methodologies
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4 big team fandom breakdowns
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Rituals, second-screen, creator loops explained with cultural texture (not just observed)
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What, when and how brands should engage on and off screen, in tense and fun moments.
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Custom built frameworks for fandom engagement, capturing attention, moment machine and more.
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Evidence Appendix (“receipts”): best anonymised diary moments + group quotes + sweep examples, tagged to chapters
Best for: teams building Mar–May season work and needing alignment across functions.
Price on request (2 editions available)
...... Releasing Jan 29, 2026.
Coming in Feb
We’re rolling out INCREDIBLE (if we may so so ourselves, add-ons for teams that want live intel through the season—including a Live War Room, closed-door sessions / salons, and in-person events for teams to experience LIVE with fandoms. Details and availability will be announced shortly, however we have very limited capacity to take on brand teams so please reach out early.
Audience needs, , journeys and viewing behaviour.
From auction day - to the last ball bowled.
Fandom mapping - everyday fans to superfans and meme creators
Rules of engagement - what fans do, like, want and HATE (ads, events, promotions and more)
