MUMBAI: TAM Sports has released the TAM Sports – IPL 17 Advertising Update 9, which has analysed data from 71 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 71 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 21st May’24
Indexed Ad Volume Growth/Per Channel on Television for IPL 17 Vs IPL 16
>> On Television, advertising for IPL 17 observed growth of 19% in ad volumes/per channel compared to IPL 16.
Count of Categories & Advertisers in IPL 17 and IPL 16
> Compared to IPL 16, the count of categories and advertisers in IPL 17 were increased by 40% and 28% respectively
Top Categories and Advertisers of IPL 17 and IPL 16
> In IPL 17, the top 5 categories collectively added 44% share of ad volumes, in which Pan Masala dominated the list.
> Ecom-Gaming and Pan Masala were the only common categories between IPL 17 & IPL 16.
> Parle Products was the top advertiser in IPL 17 with 11% share of ad volumes. Also, Sporta Technologies, K P Pan Foods and Vishnu Packaging were the common advertisers between IPL 17 and IPL 16.
> The top 5 advertisers of IPL 17 together added 34% share of ad volumes.
> Parle Products was the leading advertiser in 48 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
> Compared to IPL 16, there were 34 new categories and 117 new brands present in IPL 17.
> Among the top 5 New Categories, 2 of them were from F&B Sector and 2 belonged to BFSI Sector.
> Parle Food Products dominated the Top 5 New Brands list, followed by Fogg in 71 matches of IPL 17.
Common and Exclusive brands on National (Hindi+English) Channels vs. Regional Channels in IPL 17
> During IPL 17, Dabur Real Range was the top brand on Hindi+English Language Channels. Additionally, Mobil Super/Mobil Super Moto dominated the top brands list on Regional Language Channels.
> Among the 110 brands that advertised on both Hindi+English and Regional Language channels, Parle Food Products secured 1st position, followed by Vimal Elaichi Pan Masala, Dream11.Com, Fogg and Kamla Pasand Silver Coated Elaichi (in that order).
