MUMBAI: TAM Sports has released the TAM Sports – IPL 17 Advertising Update 3, which has analysed data from the first 23 games of this year’s 17th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 16.
The points (for 23 Matches) that are covered in this report include:
· Indexed growth of IPL 17 over IPL 16
· Count of Categories, Advertisers and Brands IPL 17
· Top Categories and Advertisers of IPL 17
· New Categories and Brands in IPL 17 compared to IPL 16
Count of channels during IPL 17 are 24 and during IPL 16 it was 25.
Advertising Type: Commercial Advertising on Television || Only Live Matches; Excluding Pre-Mid-Post Programs
Excludes Promos, Fillers, Short Programs || % share based on Ad Volumes
>IPL 2023: 31st Mar’23 to 4th Apr’23
>IPL 2024: 22nd Mar’24 to 26th Mar’24
Indexed Ad Volume Growth/Per Channel on Television for IPL 17 Vs IPL 16 (23 Matches)
>> Television advertising for IPL 17 experienced a 6% increase in ad volumes per channel compared to IPL 16 during the first 23 matches played
Count of Categories & Advertisers in IPL 17 and IPL 16 (23 Matches)
> During IPL 17, the count of categories (55+ vs 30+) increased by 65%, and for advertisers (60+ vs 45+) by 37% compared to IPL 16.
Top Categories and Advertisers of IPL 17 and IPL 16 (23 Matches)
> The top 5 categories present in IPL 17 together covered 50% share of ad volumes with Ecom-Gaming leading the list.
> Among top 5 categories, Ecom-Gaming and Pan Masala were the common categories in IPL 17 and IPL 16.
> Two of the top five categories in IPL 17 belonged to the F&B sector.
> Sporta Technologies clinched the top position among advertisers in 16 matches, while Parle Products emerged as the leading advertiser in 7 matches during IPL 17.
> Together, the top advertisers added more than 38% share of ad volumes in IPL 17.
> Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present among top 5 of IPL 17 & IPL 16.
New Categories and Brands in IPL 17 compared to IPL 16 and Categories not in IPL 17 compared to IPL 16 (23 Matches)
> In the 23 matches of IPL 17, there were 37 new categories and 86 new brands present compared to the same no. of matches in IPL 16.
> Parle Food Products and Airtel Xstream Fiber secured 1st and 2nd positions among th 73 new brands present in IPL 17.
