15+ new categories in IPL 16 compared to IPL 15: TAM Sports

Indexed ad volume during M38 to M74 grew compared to M01 to M37 of IPL 16, as per TAM Sports’ Commercial Advertising Report on IPL Season 16. Matches from 38 to 74 of IPL 16 witnessed 5% ad Volume growth compared to matches from 1 to 37. Last half of the matches of IPL 16 witnessed 5% ad Volume growth

Also Read: IPL16 - Sporta Technologies, K P Pan Foods top advertisers after 71 matches: TAM Sports

Tally of Categories, advertisers and brands rose by 18%, 22% and 9% respectively during last 37 matches compared to first 37 matches of IPL 16. Tally of categories, advertisers and brands increased during later half of the IPL 16 compared to earlier half.

During 74 matches of IPL 16, the top five categories accounted for 52% of the total ad volumes, compared to 39% in IPL 15. Pan Masala topped IPL 16 as the No, 1 Category, while it ranked 3rd in IPL 15; whereas the topper of IPL 15, Ecom-Gaming, slid down to 2nd place in IPL 16. Among the top 5 Categories in IPL 16, three of them belonged to F&B Sector – Pan Masala, Biscuits, and Aerated Soft Drink.

During IPL 16, the top five sponsors contributed 37% of ad volume, while the top five in IPL 15 contributed 24%. Sporta Technologies topped in terms of advertising with 10% share during IPL 16. Sporta Technologies & K P Pan Foods among the Top 5 advertisers were common between IPL 16 and IPL 15.

The Top 5 brands contributed 30% share of the ad volumes during 74 matches of IPL 16, while top 5 of IPL 15 contributed 21%. Dream11.com was the leading advertised brand during both IPL 16 and IPL 15. Dream11.com, Kamala Pasand Silver Coated Elaichi, and Tata Neu App among the Top 5 brands were common between IPL 16 and IPL 15.

In IPL 16, there were 15+ new categories compared to IPL 15, and 37 categories that did not feature in IPL 16 compared to IPL 15. Among the new categories, Biscuits topped the list, followed by Dryfruit category. Ecom-Travel & Tourism, Luggage, and Moisturising Lotion/ Creams were the other new categories in the Top 5 list.

During commercial breaks, 11-20 second ads were the most preferred, followed by < 10 second ads. Ads with 40+ seconds had only 0.1 % share of the ad insertions.