30+ new categories appeared in first 22 games of IPL 14: TAM

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MUMBAI: TAM Sports has released the TAM AdEx Sports - IPL 14 Advertising Report, which has analysed data from the first 22 games of this year's 14th edition of the Indian Premier League, and how it compares with IPL 13.   

As per the report, 30+ new categories appeared in the first 22 matches of IPL 14 relative to IPL 13. The tally of categories grew by 10% (65+ to 75+), whereas count of advertisers & brands decreased by 3% (90+ to 85+) & 9% respectively (170+ to 155+) in IPL 14 compared to IPL 13.

Avg. Ad Volumes* during first 22 matches of IPL 14 grew by 2% compared to IPL 13
Tally of categories grew by 10%, whereas count of advertisers & brands decreased by 3% & 9% respectively in IPL 14 compared to IPL 13
During the first 22 matches of the IPL 14, the top five categories collectively contributed more than 30% of overall ad volumes
Sporta Technologies and FX Mart were among the Top 5 advertisers in both IPL 14 and IPL 13
Top 5 brands contributed 20% share of ad volumes during first 22 matches of IPL 14
Securities/Sharebroking Organization topped the list of new categories in IPL 14, followed by Fans category.

Tally of advertisers and brands decreased during IPL 14 compared to IPL 13
Tally of categories grew by 10% (65+ to 75+), whereas count of advertisers & brands decreased by 3% (90+ to 85+) & 9% respectively (170+ to 155+) in IPL 14 compared to IPL 13

IPL 14 and IPL 13 share 3 of the Top 5 categories
Ecom-Gaming was on top in both IPL Seasons (11% share vs 10% share)
During the first 22 matches of the IPL 14, the Top 5 categories (Ecom-Gaming 11%; Aerated Soft Drink 6%; Ecom-Education 6%; Ecom-Wallets 5%; Pan Masala 5) collectively contributed more than 30% of overall ad volumes.

Sporta Technologies (Dream11) took the lead in terms of advertising with 5% share during IPL 14

Top 5 advertisers (Sporta Technologies 5%; Just Dial 4%; Epx Uptech 4%; Parle Agro 4%; FX Mart 4%) contributed 21% share of ad volumes during first 22 matches of IPL 14.
Sporta Technologies and FX Mart among the Top 5 advertisers were common between IPL 14 and IPL 13.

Advertisers under Top 5 Categories
Ecom-Gaming - Sporta Technologies, Galactus Funware Technology (Mobile Premier League), Playgames 24x7
Aerated Soft Drinks - Coca Cola India, Parle Agro, Pepsi Co
Ecom-Education - Think & Learn, Sorting Hat Technologies, Think & Learn/The Walt Disney Co India
Ecom-Wallets - FX Mart, Dreamplug Technologies
Pan Masala - K P Pan Foods, Vishnu Packaging

Dream11.com was the most advertised brand during both IPL 14 and IPL 13
Top 5 brands contributed 20% share of ad volumes during first 22 matches of IPL 14.
Dream11.com and Phonepe among the Top 5 brands were common between IPL 14 and IPL 13.

IPL 14: Top 5 Brands – Total 155+
Dream11.Com 5%
Jdmart 4%
UPStox 4%
Phonepe 4%
Rajshree Silver Coated Elaichi 3%
 
New categories in IPL 14 compared to IPL 13 
30+ new categories appeared in the first 22 matches of IPL 14 relative to IPL 13.
Among the new categories, Securities/Sharebroking Organization topped the list followed by Fans

In IPL 14 (22 matches), Celebrity endorsed ads had 52% of total Ad Volume, a 2% rise in share over previous season at this stage
Of all professions, Film Actors led in brands’ endorsement with 49% share of ad volumes, followed by Sports Persons with 37% share during IPL 14.
Share of Celebrity endorsed ads in IPL 13 was 50%.

During IPL 14, overall number of Celebrities seen a rise of 3% compared to IPL 13
Number of Sports personalities grew by 5% during first 22 matches of IPL 14 compared to IPL 13.
Number of brands using celebrity endorsement fell by 3% whereas advertisers grew by 2% in first 22 matches of IPL 14 compared to IPL 13

MS Dhoni and Virat Kohli were the Top 2 Celebrities in both IPL 14 and IPL 13 (22 matches)
Ranveer Singh was on top with 17% share of ad volumes during first 22 matches of IPL 14.
2 out of Top 5 overall Celebrities were common in first 22 matches of both IPL 14 and IPL 13.
Among the Top 5, M S Dhoni, Virat Kohli and Rohit Sharma were common sports Celebrities on both IPL 14 and IPL 13.

2 out of Top 5 categories in Celebrity Endorsement belonged to Ecommerce sector during IPL 14
Top 5 categories and advertisers accounted for 49% and 35% share of Celebrity ad volumes respectively in IPL 14.
During first 22 matches, number of categories decreased by 2% in IPL 14 compared to IPL 13.


Top 5 New Categories in IPL 14
Securities/Sharebroking Organization
Fans
Hair Dyes
Mineral Water
Refrigerators


Related Reports
96 new brands advertised in 13 matches of IPL 14: TAM

84 'common' brands advertise during 1st 5 IPL games