MUMBAI: TAM Sports has released the FINAL UPDATE of its TAM AdEx Sports – IPL 16 Advertising Report, which has analysed data from ALL 74 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 74 Matches) that are covered in this report include:
· Ad Volumes of IPL 16
· Count of Categories, Advertisers and Brands IPL 16
· Top Categories, Advertisers and Brands of IPL 16
· New Categories in IPL 16 compared to IPL 15 and vice-a-versa
· Usage of Ad Length during commercial breaks of IPL 16
INCLUSION
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across 26 channels for IPL 16 and 21 for IPL 15.
The study is on All Live matches during IPL Season 16 and 15 only i.e. excluding PRE-MID-POST Programs.
The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer & Official Broadcaster (Star Network)]
Highlights
1. Matches from 38 to 74 of IPL 16 witnessed 5% ad Volume growth compared to matches from 1 to 37.
2. Tally of categories, advertisers and brands increased during later half of the IPL 16 compared to earlier half.
3. During 74 matches of the IPL 15, the Top 5 categories collectively contributed 38% of overall ad volumes.
4. Sporta Technologies and K P Pan Foods were common among the Top 5 advertisers in both IPL 16 & IPL 15.
5. Top 5 brands contributed 30% share of ad volumes during 74 matches of IPL 16.
6. Biscuits topped the list of new categories in IPL 16, followed by Dryfruit category.
Last half of the matches of IPL 16 witnessed 5% ad Volume growth
> Indexed ad volume during M38 to M74 grew compared to M01 to M37 of IPL 16
Tally of categories, advertisers and brands increased during later half of the IPL 16 compared to earlier half
> Tally of Categories, advertisers and brands rose by 18%, 22% and 9% respectively during last 37 matches compared to first 37
matches of IPL 16
Among the top 5 Categories in IPL 16, 3 of them belonged to F&B Sector
> Pan Masala topped IPL 16, while it ranked 3rd in IPL 15, whereas the topper of IPL 15, Ecom-Gaming slide down to 2nd place in IPL 16.
> During IPL 16, the top five categories accounted for 52% of total ad volume, compared to 39% in IPL 15.
Sorta Technologies Topped in terms of advertising with 10% share during IPL 16
> During IPL 16, the top five sponsors contributed 37% of ad volume, while the top five in IPL 15 contributed 24%.
> Sporta Technologies & K P Pan Foods among the Top 5 advertisers were common between IPL 16 and IPL 15.
Dream11.com was the leading advertised brand during both IPL 16 and IPL 15
> Top 5 brands contributed 30% share of ad volumes in IPL 16, while top 5 of IPL 15 contributed 21%.
> Dream11.com, Kamala Pasand Silver Coated Elaichi & Tataneu App among the Top 5 brands were common between IPL 16 and
IPL 15.
New categories in IPL 16 compared to IPL 15 || Categories not appearing in IPL 16 compared to IPL 15
> In IPL 16, there were 15+ new categories compared to IPL 15, and 37 categories that did not feature in IPL 16 compared to IPL 15.
> Among the new categories, Biscuits topped the list followed by Dryfruit.
Usage of Ad Length during commercial breaks of IPL 16
> During commercial breaks, 11 – 20 second ads were the most preferred, followed by < 10 second ads.
> Ads with 40+ seconds had only 0.1 % ad insertion share
