MUMBAI: TAM Sports has released the TAM AdEx Sports – IPL 16 Advertising Report, which has analysed data from the first 44 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 44 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
Count of Categories & Advertisers in IPL 16
IPL 16 M01 – M22 M23 – M44
Categories 30+ 40+
Advertisers 45+ 50+
> As 60% of the tournament gets completed, matches 23 to 44 of IPL 16 saw an increase of 26% in the number of categories and 11% in the count of advertisers, compared to matches 1 to 22.
Top Categories and Advertisers of IPL 16 and IPL 15
> Throughout matches 1 to 43 of IPL 16, Ecom-Gaming and Pan Masala both managed to secure a place in the top 5 categories.
> The top 5 categories in IPL 16 accounted for almost 60% of the total ad volumes of the tournament. Ecom-Gaming and Pan Masala were the only categories among top 5, that appeared in both IPL 16 and 15.
> In IPL 16, three out of the five categories belonged to the F&B sector.
> In the 44 matches of IPL 16, the top 5 advertisers accounted for 40% of the total ad volumes. Sporta Technologies & K P Pan Foods was the only advertiser to appear in the top 5 of both IPL 15 and IPL 16.
New Categories and Brands in IPL 16 compared to IPL 15 and Categories not in IPL 16 compared to IPL 15
> In the same number of matches as IPL 15, which is 44, IPL 16 featured 16 new categories and 75 new brands during its advertisements.
> Two out of the top 5 new categories in IPL 16 belonged to the ecommerce sector, compared to four in the same sector during IPL 15.
> 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
> During the 44 matches of IPL 16, Coca Cola advertised its two brands, Maaza Aam Panna and Maaza, exclusively on Hindi+English language sports channels and regional language sports channels, respectively.
> Total 75 brands advertised on both Regional and Hindi+English sports channels during 44 matches of IPL 16. “Dream11.Com” was leading the list of common brands.
