75 new brands, 16 new categories on TV as 60% of IPL 16 gets completed: TAM

As 60% of Season 16 of IPL gets completed, matches 23 to 44 of the tournament saw an increase of 26% in the number of categories and 11% in the count of advertisers, compared to matches 1 to 22.

In the top 5 categories, Ecom-Gaming and Pan Masala continued to dominate the top 2 positions throughout matches 1 to 43 of IPL 16. The top 5 categories in IPL 16 – Ecom-Gaming, Pan Masala, Aerated Soft Drink, Biscuits and Cellular Phone Service – accounted for almost 60% of the total ad volumes of the tournament. Ecom-Gaming and Pan Masala were the only categories among the top 5 that appeared in both IPL 16 and IPL 15.

In IPL 16, three out of the five categories belonged to the F&B sector.

In the 44 matches of IPL 16, the top 5 advertisers – Sporta Technologies, K P Pan Foods, Bharti Airtel, Parle Biscuits and Vishnu Packaging – accounted for 40% of the total ad volumes. Sporta Technologies and K P Pan Foods were the only two advertisers to appear in the top 5 of both IPL 15 and IPL 16.

In the 44 matches, IPL 16 featured 16 new categories and 75 new brands during its advertisements, as against the same number of matches of IPL 15.

Two out of the top 5 new categories in IPL 16 – Ecom-Travel & Tourism (No. 3) and Ecom-Auto Products & Services (No. 5) – belonged to the e-commerce sector, compared to four in the same sector during IPL 15.

Among the 70 new brands, Airtel 5G Plus was the leading brand, followed by Rajshree Silver Coated Elaichi.

During the 44 matches of IPL 16, Coca-Cola advertised its two brands – Maaza Aam Panna and Maaza – exclusively on Hindi + English language sports channels and regional language sports channels, respectively.

Total 75 brands advertised on both Regional and Hindi + English sports channels during 44 matches of IPL 16. ‘Dream11.Com’ was leading the list of common brands, followed by Vimal Elaichi Pan Masala, Kamla Pasand Silver Coated Elaichi, Airtel 5g Plus and Tata Neu App.