MUMBAI: TAM Sports has released the “Final TV advertising update: TAM Sports-IPL 17 Advertising Update”, which has analysed data from all 74 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 74 Matches) that are covered in this report include:
· Ad Volumes of IPL 17
· Count of Categories, Advertisers and Brands IPL 17
· Top Categories, Advertisers and Brands of IPL 17
· New Categories in IPL 17 compared to IPL 16 and vice-a-versa
· Usage of Ad Length during commercial breaks of IPL 17
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 May’24
Inclusions
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across 25 channels for IPL 17 and 26 for IPL 16.
The study is on All Live matches during IPL Season 17 and 16 only i.e. excluding PRE-MID-POST
Programs. Total 3 Matches washed out without a ball being bowled in IPL 17.
The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer & Official Broadcaster (Star Network)]
Key Takeaways
1. Average ad volume per channel per match increases by 20% in IPL 17 compared to IPL 16.
2. Dream11.com, Vimal Elaichi Pan Masala, and Kamala Pasand Silver Coated Elaichi among top 5 common brands in IPL 17 and IPL 16.
3. Categories, Advertisers, and Brands tally increase by 40%, 26%, and 21% respectively during IPL 17 compared to IPL 16.
4. IPL 17 introduces 30+ new categories; 10+ categories from IPL 16 absent.
5. Pan Masala tops in IPL 17 and IPL 16; Ecom-Gaming drops to 3rd place in IPL 17 from 2nd in IPL 16.
6. 11-20 second ads most preferred during commercial breaks in IPL 17, followed by less than 10 Second Ads.
Avg. Ad Volume per channel per match surge by 20% during IPL 17 compared to IPL 16
>Ad volumes rebound in current IPL Season after a 50% drop in IPL 16 over its previous year
Index: IPL 16 = 100
Indexed ad vol. growth at different Tournament stages of IPL 17
League Matches – 119
First Play-off – 123
Eliminator – 157
Second Play-off – 145
Final – 09
Tally of categories, advertisers and brands increased during IPL 17 compared IPL 16
>Tally of Categories, advertisers and brands rose by 40% (50+ to 70+), 26% (65+ to 85+) and 21% (125+ to 155+) respectively during IPL 17 compared IPL 16
Among the top 5 Categories in IPL 17, 2 of them belonged to F&B Sector
>Pan Masala topped IPL 17 and IPL 16, Ecom-Gaming slides down to 3rd place in IPL 17 from 2nd in IPL 16.
>During IPL 17, the top five categories accounted for 43% of total ad volume, compared to 52% in IPL 16.
Parle Products Topped in terms of advertising with 10% share during IPL 17
>During IPL 17, the top five sponsors contributed 33% of ad volume, while the top five in IPL 16 contributed 37%.
>Sporta Technologies, K P Pan Foods & Vishnu Packaging among the Top 5 advertisers were common between IPL 17 & IPL 16.
Parle Food Products lead the list of brands during IPL 17 While Dream11.com during IPL 16
>Top 5 brands contributed 32% share of ad volumes in IPL 17, while top 5 of IPL 16 contributed 30%.
>Dream11.com, Vimal Elaichi Pan Masala & Kamala Pasand Silver Coated Elaichi among the Top 5 brands were common between IPL 17 and IPL 16.
New categories in IPL 17 compared to IPL 16 || Categories not appearing in IPL 17 compared to IPL 16
>In IPL 17, there were 30+ new categories compared to IPL 16, & 10+ categories that did not feature in IPL 17 compared to IPL 16.
>Among the new categories, Range of Food Products topped the list followed by Securities/Sharebroking Organization.
Usage of Ad Length during commercial breaks of IPL 17 and IPL 16
>During commercial breaks, 11 – 20 second ads were the most preferred, followed by < 10 second ads.
>Ads with 40+ seconds had only 0.1 % ad insertion share
