MUMBAI: TAM Sports has released the TAM Sports – IPL 17 Advertising Update 8, which has analysed data from 64 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 64 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
· Common and Exclusive brands on National Channels vs. Regional Channels in 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 14th May’24
Indexed Ad Volume Growth/Per Channel on Television for IPL 17 Vs IPL 16
>> Television Advertising for IPL 17 reflected growth of 18% in ad volumes/per channel, compared to IPL 16.
Count of Categories & Advertisers in IPL 17 and IPL 16
> In IPL 17, the count of Categories and Advertisers were increased by 45% and 33% respectively compared to IPL 16.
Top Categories and Advertisers of IPL 17 and IPL 16
> The top 5 categories in IPL 17 collectively added 45% share of ad volumes with Ecom-Gaming leading the list. Also, out of the top 5 categories, 2 of them belonged to F&B Sector.
> Ecom-Gaming and Pan Masala were the only common categories between IPL 17 & IPL 16.
> In Advertisers, Parle Products secured 1st position with 11% share of ad volumes during IPL 17. Additionally, Sporta Technologies and K P Pan Foods were the common advertisers between IPL 17 and IPL 16.
> Together, the top 5 advertisers of IPL 17 covered 35% share of ad volumes.
> Parle Products was the top advertiser in 44 matches of IPL 17.
IPL17
Rank Top Advertisers (Brand) % share
1 Parle Products 11%
2 Sporta Technologies (Dream11.Com) 8%
3 Vishnu Packaging (Vimal Elaichi Pan Masala) 7%
4 Vini Product (Fogg) 5%
5 KP Pan Foods (Kamla Pasand Silver Coated Elaichi) 4%
IPL16
Rank Top Advertisers % share
1 Sporta Technologies (Dream11.Com) 10%
2 K P Pan Foods (Kamla Pasand Silver Coated Elaichi) 8%
3 Parle Biscuits 7%
4 Coca Cola India 7%
5 Bharti Airtel 7%
New Categories and Brands in IPL 17 compared to IPL 16 and Categories not in IPL 17 compared to IPL 16
> In IPL 17, there were 34 new categories and 112 new brands present compared to IPL 16.
> Out of the top 5 New Categories, 2 of them were from F&B Sector and 2 belonged to BFSI Sector.
> Among the top 5 New Brands in IPL 17, Parle Food Products secured 1st position, followed by Fogg.
Common and Exclusive brands on National (Hindi+English) Channels vs. Regional Channels in IPL 17
> In IPL 17, Dabur Real Range was the leading brand on Hindi+English Language Channels. Also, Mobil Super/Mobil Super Moto dominated the top brands list on Regional Language Channels.
> During the 64 matches of IPL 17, there were total 108 brands that advertised on both Hindi+English Language Channels and Regional Laguage Channels in which Parle Food Products was the leading brand.
