MUMBAI: TAM Sports has released the TAM Sports – IPL 17 Advertising Update 7, which has analysed data from 55 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 55 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 6th May’24
Indexed Ad Volume Growth/Per Channel on Television for IPL 17 Vs IPL 16
>> On Television, Indexed ad volumes/per channel for IPL 17 registered growth of 16% compared to IPL 16.
Count of Categories & Advertisers in IPL 17 and IPL 16
> The count of Categories and Advertisers of IPL 17 were increased by 45% and 29% respectively compared to IPL 16.
Top Categories and Advertisers of IPL 17 and IPL 16
> Among the top 5 categories present in IPL 17, 2 of them belonged to F&B Sector. Also, the top 5 categories of IPL 17 contributed 45% share of ad volumes.
> Ecom-Gaming and Pan Masala were the only common categories between IPL 17 & IPL 16.
> Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present between IPL 17 & IPL 16.
> Together, the top 5 advertisers of IPL 17 covered 35% share of ad volumes.
> Parle Products was the leading advertiser in 38 matches of IPL 17.
New Categories and Brands in IPL 17 compared to IPL 16 and Categories not in IPL 17 compared to IPL 16
> There were 34 new categories and 107 new brands present in IPL 17 compared to IPL 16.
> Two each out of the Top 5 New Categories were from F&B and BFSI Sectors.
> Among the top 5 New Brands in IPL 17, Parle Food Products dominated the list followed by Fogg.
Common and Exclusive brands on National (Hindi+English) Channels vs. Regional Channels in IPL 17
> Dabur Real Range was the top brand on Hindi+English Language Channels. Whereas, Mobil Super/Mobil Super Moto secured 1st position on Regional Language Channels.
> During the 55 matches of IPL 17, there were total 100 brands that advertised on both Hindi+English Language Channels and Regional Laguage Channels with Parle Food Products leading the list.
