TAM SPORTS HAS RELEASED its IPL 19 Advertising Report, which has analysed data from the first 4 games of this year’s 19th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 18.
The points (for 4 Matches) that are covered in this report include:
· Indexed growth of IPL 19 over IPL 18
· Count of Categories and Advertisers IPL 19 over IPL 18
· Top Categories and Advertisers of IPL 19
· New Categories and Brands in IPL 19 compared to IPL 18
Indexed Ad Volume Growth on Television for IPL 19 Vs IPL 18
>> IPL 19 Opens on a High Note: Ad Volumes Climb 10% vs. Same 4-Match Phase Last Season.
Count of Categories & Advertisers in IPL 19 and IPL 18
>> While IPL 19 recorded higher ad volumes than IPL 18, it featured a 15% narrower category mix and 26% fewer advertisers, pointing towards a more concentrated and high-intensity advertising landscape.
Top Categories and Advertisers of IPL 19 and IPL 18
>> In IPL 18, the Mouth Fresheners category dominated with 14% of total ad volumes, while Ecom-Other Services leads the list in IPL 19.
>> Collectively, the top five categories accounted for 44% of total ad volumes. Mouth Fresheners emerged as only category featuring among the top five categories in both IPL 19 and IPL 18.
>> Notably, top 5 categories were from different sectors in IPL 19, while two of the top five categories in IPL 18 were from the Food & Beverages (F&B) sector.
>> The top 5 advertisers in IPL 19 contributed 36% of the overall ad volumes, with Google. taking the lead. Reliance Consumer Products and Vishnu Packaging continued their strong presence, appearing among the top advertisers in both IPL 19 and IPL 18.
>> Among the leading advertisers, Google secured the top position in all the first 4 matches of IPL 19.
New Categories and Brands in IPL 19 compared to IPL 18 and Categories not in IPL 19 compared to IPL 18
> 9 new categories and 45 new brands advertised in 4 matches of IPL 19 compared to same no. of matches in IPL 18.
> Among the 45 new brands, ‘Google Search Engine’ was the leading brand followed by ‘Google Gemini’.
