MUMBAI: TAM Sports has released its final report of Indian Premier League 2021 – ‘TAM Sports-IPL 14 Advertising Report’, based on data culled from IPL 13 and IPL 14.
This IPL report is for all 60 matches of IPL 14 and for all the channels on which matches were telecast.
Points covered (for 60 Matches) in the report:
· Count of Categories, Advertisers and Brands IPL 14 vs. IPL 13
· Top Categories and Advertisers of IPL 13 and IPL 14
· New Categories and Brands in IPL 14 compared to IPL 13
· Ad length used during IPL14
Inclusion:
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across 24 Star Network channels for IPL 14 and 21 for IPL 13.
The study is on All Live matches during IPL Season 14 and 13 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
Ad Volumes during 60 matches of IPL 14 dropped by 0.8% compared to IPL 13
Tally of advertisers grew by 11%, whereas count of brands decreased by 6% in IPL 14 compared to IPL 13
During 60 matches of the IPL 14, the Top 5 categories collectively contributed 36% of overall ad volumes
Sporta Technologies (Dream 11) and FX Mart (Phonepe) were among the Top 5 advertisers in both IPL 14
and IPL 13
Top 5 brands contributed 18% share of ad volumes during 60 matches of IPL 14
Securities/Sharebroking Organization topped the list of new categories in IPL 14, followed by Hair Dyes category
Ad Volumes in Final of IPL 14 dipped by 37% compared to final of IPL 13
Indexed ad volume growth in first leg of IPL 14 was 7%, whereas in second leg of IPL 14, indexed ad volume dropped by 8% over IPL 13.
Tally of advertisers increased during IPL 14 compared to IPL 13
Tally of advertisers grew by 11%, whereas count of brands decreased by 6% in IPL 14 compared to IPL 13
Between IPL 14 and IPL 13 there were 3 common categories among Top 5
Ecom-Education was on top in IPL 14, while in IPL 13 Cellular Phones-Smart Phones led the list.
During IPL 14, the Top 5 categories collectively contributed 36% of overall ad volumes.
Sporta Technologies Topped in terms of advertising with 5% share during IPL 14
Top 5 advertisers contributed 20% share of ad volumes during 60 matches of IPL 14.
Sporta Technologies and FX Mart among the Top 5 advertisers were common between IPL 14 and IPL 13.
Leading Advertisers under Top 5 Categories – IPL 14
Ecom-Education
1. Think & Learn
2. Sorting Hat Technologies
3. Whitehat Education Technology
Ecom-Gaming
1. Sporta Technologies
2. Galactus Funware Technology
3. Gameskraft Technologies
Ecom-Wallets
1. FX Mart
2. Dreamplug Technologies
3. Google
Pan Masala
1. K P Pan Foods
2. Vishnu Packaging
3. Dilbagh Group
Ecom-Financial Services
1. Billion Brains Garage Ventures
2. Bitcipher Labs LLP
3. Policybazaar Insurance Brokers
Dream11.com was the top advertised brand during both IPL 14 and IPL 13
Top 5 brands contributed 18% share of ad volumes during 60 matches of IPL 14.
Dream11.com, Phonepe and Amazon.in among the Top 5 brands were common between IPL 14 and IPL 13.
New categories in IPL 14 compared to IPL 13 || Categories not appearing in IPL 14 compared to IPL 13
30+ new categories appeared in 60 matches of IPL 14 compared to IPL 13.
Among the new categories, Securities/Sharebroking Organization topped the list followed by Hai Dyes.
Usage of Ad Length during commercial breaks of IPL 14
10-20 seconds ads were utilized the most during commercial breaks, followed by 21-40 seconds ads.
Related Report
Ad Volumes during 1st 51 games of IPL 14 up 6% vs IPL 13: TAM
