MUMBAI: TAM Sports has released the TAM AdEx Sports – IPL 16 Advertising Report, which has analysed data from the first 35 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 21.
The points (for 35 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
· Common and Exclusive brands on National vs. Regional Sports Channels (New)
Count of Categories & Advertisers in IPL 16
> There was an increase in the number of categories after every seven matches during IPL 16
Categories 25+ 27+ 29+ 31+ 33+
Advertisers 35+ 39+ 37+ 39+ 38+
Top Categories and Advertisers of IPL 16 and IPL 15
> In IPL 16, Ecom-Gaming & Pan Masala, managed to be in the Top 5 List of Categories throughout all the 35 matches. Ecom-Gaming topped the charts in both IPL 16 (18%) and IPL 15 (15%).
> The Top 5 categories in IPL 16 together had 59% share of Ad Volumes. Ecom-Gaming & Pan Masala were the only common categories in IPL 16 and 15.
> Out of the total 5 categories, 3 of them belonged to F&B Sector in IPL 16.
> Top 5 Advertisers contributed 39% share of Ad Volumes during 35 matches of IPL 16. Sporta Technologies & K P Pan Foods were the common Advertisers in IPL 15 & IPL 16.
> Sporta Technologies was the leading advertiser during all the 35 matches of IPL 16.
New Categories and Brands in IPL 16 compared to IPL 15 and Categories not in IPL 16 compared to IPL 15
> 16 new categories and 70 new brands advertised in 35 matches of IPL 16 compared to same no. of matches in IPL 15.
> Out of the top 5 new categories in IPL 16, only 2 were from the ecommerce sector, whereas all the top 5 categories in IPL 15 belonged to the ecommerce sector.
> Among the 70 new brands, ‘Airtel 5G Plus’ was the leading brand followed by ‘Rajshree Silver Coated Elaichi’.
Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels in IPL-16
> Maaza Aam Panna was top exclusive brand on Hindi+English language Sports channels, whereas Maaza leads the exclusive brands on Regional sports channels.
> Total 68 brands advertised on both Regional and Hindi+English sports channels during 35 matches of IPL 16. “Dream11.com” was leading the list of common brands.
