MUMBAI: VIVO, the official title sponsor of the IPL 2018, was the most advertised brand on television during the first three weeks of the tournament between April 7 and April 2016 according to data provided by the Broadcast Audience Research Council (BARC) India.
The Chinese smartphone maker aired a total of 4,547 ad insertions during that period, with their ads featuring Bollywood superstar Aamir Khan, the data released by the television viewership measurement agency reveals.
Insertions is the number of times an ad was aired during the live telecast of the IPL matches.
On the other hand, Reliance Jio has also shown its dominance on television with their special campaigns featuring cricketers across some teams and Bollywood actress Deepika Padukone dancing on their jingle. Jio sponsors all the eight franchises and has been the second most advertised brand in the IPL 2018 so far with 2,757 insertions.
While beverages giant Coca-Cola is ranked third in the list with 1,736 insertions, brands such as Parle and Asian Paints feature in the top 10 as well and are already reaping the benefits of their ad campaigns in the competition so far.
“In terms of reach and impact, IPL is one of the best media properties in the country. It has a national appeal cutting across languages and geography. It has always helped us in creating awareness and buzz around our products which also creates an impact on sales,” Mayank Shah, category head, Parle Products told Mint.
Asian Paints has been associated with the IPL since the last three years and claims to be running its biggest IPL campaign this year.
“For a market leader that has a wide footprint like us and caters to a varied cross section of audiences, IPL is a great launch pad for new communication or new story. And it has given our communication the breadth as well as the depth it needed. With the multiple IPL feeds on Star, quick reach is something that we have managed to leverage. In addition to our on air presence on TV other than IPL, we have surround media, integrations and activations planned in key geographies helping build multiple legs to our campaign,” Jaideep Kanse, general manager, brands, Asian Paints told the business daily.
