MUMBAI: TAM Sports has released the TAM AdEx Sports – IPL 16 Advertising Report, which has analysed data from the first 7 games of this year’s 16th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 15.
Count of channels during IPL 16 are 25 and during IPL 15 it was 20.
The points (for 7 Matches) that are covered in this report include:
· Count of Categories, Advertisers and Brands IPL 16
· Top Categories and Advertisers of IPL 16
· New Categories and Brands in IPL 16 compared to IPL 15
Count of Categories, Advertisers and Brands IPL 16
Categories 25+
Advertisers 35+
Brands 60+
> No. of Categories, Advertisers and Brands dropped in IPL 16 compared to same no. of matches in IPL 15.
Top Categories and Advertisers of IPL 15 and IPL 16
> During first 7 matches, the Top 5 categories’ list had 3 categories from ‘F&B’ as compared to 4 categories from ‘E-commerce’ sector in IPL 15.
> The Top 5 categories together had more than 55% share of Ad Volumes in IPL 16. 2 out of Top 5 categories were common between IPL 15 and 16.
> Top 5 Advertisers contributed nearly 40% share of Ad Volumes during 7 matches of IPL 16. Sporta Technologies & K P Pan Foods were the only common advertisers among Top 5 during IPL 16 and IPL 15.
IPL 16
Rank Top Advertisers % share
1 Sporta Technologies 11%
2 K P Pan Foods 08%
3 Bharti Airtel 07%
4 Coca Cola India 07%
5 Vishnu Packaging 05%
IPL 15
Rank Top Advertisers % share
1 Sporta Technologies 06%
2 K P Pan Foods 04%
3 Bundl Technologies 04%
4 Spotify India 03%
5 Gameskraft Tech 03%
New Categories and Brands in IPL 16 compared to IPL 15 and Categories not in IPL 16 compared to IPL 15
> 11 new categories and 45 new brands advertised in 7 matches of IPL 16 compared to same no. of matches in IPL 15.
> Among the new categories, majority of the E-commerce categories didn’t advertise in IPL 16 compared to IPL 15.
> Among the 45 new brands, ‘Airtel 5G Plus’ topped the list followed by ‘Vivo V27 Series’.
Summary
Count of New Categories 11
Count of Categories not in IPL 16 compared to IPL 15 27
Count of New Brands 45
Top 5 New Categories (Present in IPL 16 but not in IPL 15)
Biscuits
Moisturising Lotion/Creams
Luggage
Tyres
Ecom-Auto Products & Services
Top 5 Categories not in IPL 16 compared to IPL 15
Ecom-Education
Ecom-Online Shopping
Ecom-Wallets
Ecom-Media/Entertainment/Social Media
Ecom-Food/Grocery
Top 5 New Brands (Present in IPL 16 but not in IPL 15)
Airtel 5G Plus
Vivo V27 Series
Parle Platina Hide & Seek Black Bourbon
Joy Hello Sun Sunblock Anti-Tan Lotion
Thums Up Charged
