MUMBAI: TAM Sports has released the TAM Sports – IPL 17 Advertising Update 5, which has analysed data from the first 39 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 39 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
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 Mar’24
Indexed Ad Volume Growth/Per Channel on Television for IPL 17 Vs IPL 16 (39 Matches)
>> Television advertising for IPL 17 witnessed growth of 12% in ad volumes/per channel compared to IPL 16.
Count of Categories & Advertisers in IPL 17 and IPL 16 (39 Matches)
> During IPL 17, the count of categories and advertisers increased by 51% and 38% respectively compared to IPL 16.
Top Categories and Advertisers of IPL 17 and IPL 16 (39 Matches)
> Ecom-Gaming and Pan Masala were the only common categories present between IPL 17 and IPL 16.
> Together, the Top 5 categories present in IPL 17 covered 46% share of ad volume.
> Among the Top 5 categories in IPL 17, 2 of them belonged to F&B Sector.
> The top 5 advertisers in IPL 17 together contributed 36% share of ad volume.
> Throughout the 39 Matches of IPL 17, Parle Products was the top advertiser during 23 Matches and Sporta Technologies was the leading advertiser in 16 Matches.
> Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present among top 5 of IPL 17 & IPL 16.
New Categories and Brands in IPL 17 compared to IPL 16 and Categories not in IPL 17 compared to IPL 16 (39 Matches)
> Compared to IPL 16, there were 35 new categories and 96 new brands present in IPL 17.
> Two out of the Top 5 New Categories were from E-Commerce Sector.
> Among the top 5 New Brands in IPL 17, Parle Food Products secured 1st position followed by Fogg on 2nd position.
Common and Exclusive brands on National (Hindi+English) Channels vs. Regional Channels in IPL 17 (39 Matches)
> Among National (Hindi+English) Language Channels, Fogg Master was the leading brand. On the other hand, Mobil Super/Mobil Super Moto was the top brand on Regional Language Channels.
> During the 39 matches of IPL 17, there were total 87 brands that advertised on both Hindi+English Language Channels and Regional Laguage Channels with Parle Food Products leading the list.
