MUMBAI: TAM Sports has released the TAM AdEx Sports – IPL 16 Advertising Report, which has analysed data from the first 54 games of this year’s 16th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 15.
Count of channels during IPL 16 are 25 and during IPL 15 it was 21.
The points (for 54 Matches) that are covered in this report include:
· Count of Categories, Advertisers and Brands IPL 16
· Top Categories and Advertisers of IPL 16
· New Categories and Brands in IPL 16 compared to IPL 15
· Common and Exclusive brands on National vs. Regional Sports Channels
Count of Categories, Advertisers & Brands in IPL 16
> Matches 28 to 54 of IPL 16 witnessed increase of 29% in the number of categories, 19% in the count of advertisers and 10% in the count of brands compared to matches 01 to 27.
Top Categories and Advertisers of IPL 16 and IPL 15
> Throughout 54 matches of IPL 16, Pan Masala was the only category that managed to secure a place in the top 5 categories.
> The top 5 categories in IPL 16 accounted for 55% of the total ad volumes of the tournament. Ecom-Gaming and Pan Masala were the only categories among top 5, that appeared in both IPL 16 and 15.
> In IPL 16, three out of the five categories belonged to the F&B sector.
> In the 54 matches of IPL 16, the top 5 advertisers accounted for 39% of the total ad volumes. Sporta Technologies & K P Pan Foods were the only advertisers to appear in the Top 5 list during both IPL 15 and IPL 16.
New Categories and Brands in IPL 16 compared to IPL 15 and Categories not in IPL 16 compared to IPL 15
> In the same number of matches as IPL 15, which is 54, IPL 16 featured 18 new categories and 83 new brands during its advertisements.
> Two out of the top 5 new categories in IPL 16 belonged to the ecommerce sector. Among the top 5 categories present in IPL 15 and not in IPL 16, three of them belonged to ecommerce sector.
> Among the 83 new brands, ‘Airtel 5G Plus’ was the leading brand followed by ‘Rupay Credit’.
Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels in IPL-16
> During the 54 matches of IPL 16, Coca Cola advertised its two brands, Maaza Aam Panna and Maaza, exclusively on Hindi+English language sports channels and regional language sports channels, respectively.
> Total 85 brands advertised on both Regional and Hindi+English sports channels during 54 matches of IPL 16. “Dream11.Com” was leading the list of common brands.
