MUMBAI: TAM Sports has released the TAM AdEx Sports - IPL 13 Advertising Report, which has analysed data from the first four games of this year's 13th edition of the Indian Premier League and how it compares with IPL 12.
As per the report, the Top 5 categories were dominated by 'E-commerce' sector' and accounted for more than 40% share of Ad Volumes during first 4 matches of IPL 13.
Additionally, the Top 5 Advertisers and Brands contributed more than 20% share of Ad Volumes during first 4 games of IPL 13. Oppo India and FX Mart (PhonPe) were common in the Top 5 list of IPL 12 and IPL 13.
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.
Some other key takeaways (for 4 Matches) from the report:
> Among the Top 5 Categories, Cellular Phones-Smart Phones was the top category in both the seasons.
> The Top 5 categories had more than 35% share of Ad Volumes during first 3 matches of IPL 12.
> Top 5 Advertisers and Brands contributed more than 20% share of Ad Volumes during initial 4 matches of IPL 12. Phonepe was common brand in both the seasons.
> 3 out of Top 5 categories were in common between both the seasons, i.e., Cellular Phones-Smart Phones, Ecom-Wallets and Ecom-Gaming
> 20+ new categories and 90+ new brands advertised in IPL 13 compared to IPL 12.
> Among the new categories, "Cellular Phone Service" topped the list followed by "Corporate-Sports".
> Among the 90+ new brands, "VI Cellular Phone Service" topped the list.
> Tally of Categories (from 52 to 54), Advertisers (65 to 80) and Brands (105 to 180) increased in IPL 13 over IPL 12.
> No. of Advertisers and Brands grew by 23% and 14% respectively in IPL 13 compared to IPL 12
> Oppo Reno4 Pro was top exclusive brand on Hindi+English language sports channels, whereas Asian Paints leads the exculsive brands on Regional sports channels.
> Dream11.com was common top brand on Hindi+English language channels and Regional language channels in IPL 13.
> There were total 75+ common brands on Hindi+English language channels and Regional language channels.