MUMBAI: TAM Sports has released its Series 1 IPL 13 Advertising Report, covering all 60 matches of what was a super successful Indian Premier League held in the UAE.
The final report in the series is for all the 21 channels on which matches were telecast.
Highlights
1. Avg. Ad Volumes* during all matches of IPL 13 remained almost same compared to IPL 12
2. Tally of Advertisers & Brands grew by 7% and 3% respectively in IPL 13 compared to IPL 12
3. Chinese smartphone brand Oppo India made it to the top during IPL 13 compared to 4th place in IPL 12
4. 37 new categories advertised during IPL 13 compared to IPL 12
5. During IPL 13 (53 days), Ad Volumes of Sports genre spiked by more than 3 Times compared to 53 days prior to IPL 13
Advertising Overview during IPL 13 (Including Comparison with IPL 12)
Avg. Ad Volumes* during IPL 13 remained almost same compared to IPL 12
->Tally of Advertisers and Brands grew by 7% and 3% respectively in IPL 13 compared to IPL 12
4 of the Top 5 categories in IPL 13 were from 'E-commerce‘ Sector with 29% share of Ad Volumes during IPL 13
-> The Top 5 categories added 39% share of Ad Volumes in IPL 13 and 36% share in IPL 12
-> 3 of Top 5 categories viz, Cellular Phones-Smart Phones, Ecom-Gaming & Ecom-Wallets were common between IPL 12 and 13
Top 5 Advertisers contributed 24% share of Ad Volumes during both IPL 13 and IPL 12
-> Oppo India made it to the top during IPL 13 compared to 4th place in IPL 12
-> 2 out of Top 5 advertisers were common between IPL 12 and IPL 13 viz. Oppo India and FX Mart (PhonePe)
IPL 13: Top 5 Advertisers – Total 115
Oppo India 5%
Sporta Technologies (Dream11) 5%
Amazon Online India 5%
Vodafone Idea 5%
FX Mart 5%
Advertisers under Top 5 Categories – IPL 13
Cellular PhonesSmart Phones
Oppo India
Samsung India
Vivo Mobile India
Ecom-Gaming
Sporta Technologies
Playgames 24x7
Galactus Funware Technology (Mobile Premier League)
Ecom-Wallets
FX Mart
Dreamplug Technologies (CRED)
One97 Communications (Paytm.com)
Ecom-Media / Entertainment / Social Media
Facebook Inc
Eterno Infotech
Netflix International B V
Ecom-Education
Think & Learn (BYJU'S)
Whitehat Education
upGrad Education
Top 5 Brands added 21% share of Ad Volumes during both IPL 13 and IPL 12
-> Dream11.com moved up by 4 position to achieve 1st rank in advertising during IPL 13 compared to IPL 12
-> 2 brands were common among the Top 5 between IPL 12 and IPL 13. viz. Dream11.com and Phonepe
New categories in IPL 13 compared to IPL 12 || Categories not appearing in IPL 13 compared to IPL 12
-> 37 new categories advertised during IPL 13 compared to IPL 12
-> During IPL 13, Banking-Services & Products was the top new category followed by Internet Service Providers compared to IPL 12
Ad Length (10, 20, 30 Seconds) - IPL 13
-> 10-20 seconds ads were utilized the most during commercial breaks, followed by 21-30 seconds ads
During IPL 13 (53 days), Ad Volumes of Sports genre spiked by more than 3 Times compared to 53 days prior to IPL 13
-> Ad Volumes in News and GEC Genres rose by 14% and 15% respectively during 53 Days of IPL 13 compared to same period prior to IPL 13
Share of Ad Volumes for leading Genres – Pre* and During IPL 13
-> Share of Movies genre shrunk from 24% prior IPL 13 (53 Days) to 22% during 53 days for IPL 13
-> Ad Volume share of Sports and Music genre grew by 1% each during IPL 13 compared to Pre IPL 13 period
Top 5 Advertisers on News Genre and IPL 13 during 19th Sep – 10th Nov
-> Top 5 Advertisers on News Genre had 16% share of Ad Volumes while top 5 list of IPL 13 had 24% share
Source: TAM Sports (A Division of TAM Media Research)
Base: All Matches of IPL 13 and IPL 12; Only Live Matches Considered; Excluding Pre-Mid-Post Programs
Included in the report
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across 24 Star Network channels for both IPL 13 and IPL 12.
The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer & Official Broadcaster (Star Network)]
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