TAM Sports has released its final update of the TAM Sports – IPL 18 Advertising Report, which has analysed data from all the 74 games of this year’s 18th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 17.
The points (for 74 Matches) that are covered in this report include:
· Indexed growth of IPL 18 over IPL 17
· Count of Categories, Advertisers and Brands IPL 18
· Top Categories and Advertisers of IPL 18
· New Categories and Brands in IPL 18 compared to IPL 17
(Count of channels during IPL 18 are 28 and during IPL 17 it was 24)
Avg. Ad Volume per channel per match up by 0.5% during IPL 18 compared to IPL 17
>> Based on overall Ad volumes, current IPL Season saw 10.5% growth over IPL 17
The Final match of IPL 18 witnessed the highest growth compared to same match of IPL 17
>> Indexed ad volume grew in all the stages of IPL 17 compared to similar stages of IPL 16
Tally of Advertisers and brands increased during IPL 18 compared IPL 17
>> Tally of Categories remained same, but advertisers and brands rose by 30% and 29% respectively during IPL 18 compared IPL 17
Among the top 5 Sectors in IPL 18, F&B leads with 36% followed by Services and Auto
>> During IPL 18, the top five sectors accounted for 80% of total ad volume, compared to 82% in IPL 17.
>> 3 out of Top 5 Sectors during IPL 18 were F&B, Services and BFSI.
Among the top 5 Categories in IPL 17, 3 of them belonged to F&B Sector
>> Mouth Fresheners topped IPL 18 and IPL 17, Ecom-Gaming maintained its 3rd place in both IPL 18 & IPL 17.
>> During IPL 18, the top five categories accounted for 40% of total ad volume, compared to 43% in IPL 17.
Parle Biscuits topped in terms of advertising with 8% share during IPL 18
>> During IPL 18, the top five sponsors contributed 27% of ad volume, while the top five in IPL 17 contributed 33%.
>> Sporta Technologies, K P Pan Foods & Vishnu Packaging among the Top 5 advertisers were common between IPL 18 & IPL 17.
Vimal Elaichi lead the list of brands during IPL 18 While Parle Food Products during IPL 17
>> Top 5 brands contributed 22% share of ad volumes in IPL 18, while top 5 of IPL 17 contributed 32%.
>> Dream11.com & Vimal Elaichi among the Top 5 brands were common between IPL 18 and IPL 17.
New categories in IPL 18 compared to IPL 17 || Categories not appearing in IPL 18 compared to IPL 17
>> In IPL 18, there were 25+ new categories compared to IPL 17, & 25+ categories that did not feature in IPL 18 compared to IPL 17.
>> Among the new categories, Properties / Real Estates topped the list followed by Cellular Phone Service.
Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels in IPL 18
>> Total 186 brands advertised on both Regional and Hindi+English sports channels during 74 matches of IPL 18. “Vimal Elaichi” dominated the Top 5 Brand List for Common Brands on both Hindi+English & Regional language Sports Channels.
Usage of Ad Length during commercial breaks of IPL 18 and IPL 17
>> In IPL 18, During commercial breaks, < 10 second ads were the most preferred, followed by 11–20 second ads.
>> While in IPL 17, 11–20 Secs ads were most preferred followed by < 10 Secs ads.
