MUMBAI: TAM Sports has released its fifth update of the TAM AdEx Sports – IPL 15 Advertising Report, which has analysed data from the first 39 games of this year’s 15th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 14.
The points (for 39 Matches) that are covered in this report include:
· Indexed Ad Volume Growth IPL 15 vs. IPL 14
· Count of Categories, Advertisers and Brands IPL 15 {weekly comparison}
· Top Categories and Advertisers of IPL 14 and IPL 15
· New Categories and Brands in IPL 15 compared to IPL 14
· Usage of Ad Length during commercial breaks of IPL 15* New Point
INCLUSION
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across 21 Star Network channels for IPL 15 and 22 for IPL 14.
The study is on All Live matches during IPL Season 15 and 14 only i.e. excluding PRE-MID-POST Programs.
The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer & Official Broadcaster (Star Network)]
Highlights
1. Ad Volumes per channel during 39 matches of IPL 15 grew by 5% compared to IPL 14
2. Tally of category grew by 10%, advertisers by 5%, and brands increased by 1% in IPL 15, while comparing avg. count of first 4 week vs. 5th week of IPL 15.
3. During 39 matches of the IPL 15, the Top 5 categories collectively contributed 39% of overall ad volumes
4. Sporta Technologies, Think & Learn and K P Pan Foods were among the Top 5 advertisers in both IPL 15 and IPL 14
5. Top 5 brands contributed 22% share of ad volumes during 39 matches of IPL 14
6. Corporate/Brand Image topped the list of new categories in IPL 14, followed by Ecom-Auto Rental Services category
Indexed ad volume growth per channel
Ad Volumes in first 39 matches/channel of IPL 15 grew by 5% compared to same number of matches in IPL 14.
Tally of Categories, Advertisers and Brands increased during 5th week of IPL 15 compared avg. count of first 4 weeks of IPL 15
Tally of Category grew by 10%, advertisers grew by 5%, whereas count of brands showed marginal growth of 1% in 5th week of IPL 15 compared first 4 weeks of IPL 15.
Among Top 5 of IPL 15 and IPL 14, there were 4 categories that were common
Ecom-Gaming was on top in IPL 15 as well as in IPL 14.
During IPL 15, the Top 5 categories collectively contributed 39% of overall ad volumes.
Sporta Technologies Topped in terms of advertising with 7% share during IPL 15
Top 5 advertisers contributed more than 20% share of ad volumes during 39 matches of IPL 15.
Sporta Technologies, Think & Learn and K P Pan Foods among the Top 5 advertisers were common between IPL 15 and IPL 14.
Dream11.com was the top advertised brand during both IPL 15 and IPL 14
Top 5 brands contributed 22% share of ad volumes during 39 matches of IPL 15.
Dream11.com was the only common brand among the Top 5 of IPL 15 and IPL 14.
New categories in IPL 15 compared to IPL 14 || Categories not appearing in IPL 15 compared to IPL 14
15+ new categories appeared in 39 matches of IPL 15 compared to IPL 14.
Among the new categories, Corporate/Brand Image topped the list followed by Ecom-Auto Rental Services.
Usage of Ad Length during commercial breaks of IPL 15
10-20 seconds ads (88%) were utilized the most during commercial breaks, followed by 21-40 seconder ads (11%).
Related Report
84 new brands advertised in 31 matches of IPL 15: TAM
