MUMBAI: TAM Sports has released the TAM AdEx Sports - IPL 14 Advertising Report, which has analysed data from the first 13 games of this year's 14th edition of the Indian Premier League, and how it compares with IPL 13.
As per the report, 27 new categories and 96 new brands advertised in 13 matches of IPL 14 compared to same No. of matches in IPL 13.
Among the new categories that were seen advertising on IPL were securities/share broking organization that led the list, followed by fans, hairdryers, refrigerators, and energy drinks. Among the 96 new brands, "JdMart" topped the list, followed by "UPStox".
It bears noting that the data points have been drawn only from "live games", which means that the Pre-Mid-Post shows, as well as Promos, Fillers, Short Programs are excluded from the analysis.
Count of Categories, Advertisers and Brands with Avg. Ad Volumes
-> No. of Categories grew by 8% in 13 matches of IPL 14 compared to same No. of matches in IPL 13.whereas No. of Advertisers and Brands observed a decline.
Top categories, advertisers and brands
> Post completion of 13 matches, the Top 10 categories' list had 4 categories from 'E-commerce Sector in IPL 13 there were only 2 E-com categories with 16% share of Ad Volumes in IPL 14.
> The Top 5 categories together had 34% share of Ad Volumes in IPL 14. 3 out of Top 5 categories were common between IPL 13 and 14.
> Top 5 Advertisers contributed 20% share of Ad Volumes respectively during 13 matches of IPL 14. only 2 out of Top 5 advertisers were common between IPL 14 and IPL 13, viz. Sporta Technologies and FX Mart.
New Categories and Brands
> 27 new categories and 96 new brands advertised in 13 matches of IPL 14 compared to same No. of matches in IPL 13.
> Among the new categories, Securities/Sharebroking Organization topped the list followed by Fans.
> Among the 96 new brands, "JdMart" topped the list followed by "UPStox".
Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels
> Behrouzbiryani.com was top exclusive brand on Hindi+English language Sports channels, whereas 7 Up leads the exclusive brands on Regional sports channels.
> Total 100 brands advertised on both Regional and Hindi+English sports channels during first 13 matches of IPL 14. "Dream11.com" was on top among the common brands.
84 'common' brands advertise during 1st 5 IPL games