587 hours of commercial ads on Star Network channels in IPL 2019: TAM Sports
Commercial Ad Volumes during the Indian Premier League (IPL) 12 grew by 6 per cent, compared to IPL 11; meanwhile the number of categories, advertisers and brands also increased in IPL 12 as compared to IPL 11. This was revealed in TAM Sports report, titled ‘Commercial Advertising IPL Season 12’, which covered the IPL 12 period between March 23 and May 12, 2019.
The analysis of commercial and on-screen advertising is based on Ad Volumes, which are for advertising across 14 Star Network Channels. The study is on Live matches during IPL Season 12 only, that is, excluding pre-mid-post programmes. The analysis is based on Pure Advertising [that is, Excluding Franchisees, Promos, Filler, Film Trailer & Official Broadcaster (Star Network)].
The report further states that a total 587 hours of commercial advertising on 14 channels of Star Network was seen in IPL Season 12. There were total 108 advertisers who advertised across 92 categories with 230+ brands.
The average number of breaks per match per channel were 44, with average break duration at 1.12 minutes.
Top 10 categories together contributed to 54 per cent share of advertising during IPL Season 12. Among Top 10 categories, Cellular Phones – Smart Phones topped with 13 per cent share of ad volumes.
Four out of top 10 categories were from the E-commerce sector and together contributed 18 per cent share of commercial advertising during IPL 12.
Top 10 Advertisers and Brands contributed 39 per cent and 33 per cent share of ad volumes, respectively Coca Cola India was the top advertiser, while Phonepe topped the list of Top 10 Brands during IPL Season 12.
At 80 per cent, 10-20 seconds ads were utilised the most during commercial breaks, followed by 21-30 seconds ads at 10 per cent.
Compared to IPL 11, there were 2 more brands advertising under ‘Ecom-wallets’ category owing to which ad volumes of the category grew four-fold. ‘Phonepe’ and ‘Amazon Pay’ were the new brands in ‘Ecom-Wallets’ category.
Ad volumes for ‘Ecom-gaming’ grew almost five-fold owing to 2 brands – ‘Dream 11’ (which incidentally is the title sponsor for IPL Season 13) and ‘MPL’ (Mobile Premier League) advertising heavily during IPL 12.
The ‘Perfume/Deodorant’ category jumped from rank 35 in IPL 11 to 7 in IPL 12 due to high (6 times) category ad volume growth.
‘Ecom-Media/ Entertainment/ Social Media’ category had four new brands in IPL 12, compared to IPL 11 due to which ad volumes grew by almost 6 times.