Average ad volume per channel up 4% in first 13 matches of IPL 15: TAM Sports

As the 2022 edition of the Indian Premier League (IPL) enters the third week, advertiser presence in the T-20 tournament is picking up. As per TAM Sports analysis of the first 5 matches of IPL 2022, the number of Categories, Advertisers and Brands had seen a drop of 29%, 13% and 15%, respectively, compared to the same number of matches in 2021.

In an update, TAM Sports report reveals that when compared to the same number of matches in IPL Season 14, the number of Categories, Advertisers, and Brands in the first 13 matches of IPL Season 15 plummeted by 37%, 14%, and 20%, respectively.

On the other hand, the average ad volume per channel increased by 4% during IPL 15 over IPL 14. The TAM Sports report covers the period March 26, 2022 to April 5, 2022 and April 9 to 13, 2021.

During the first 13 matches, the Top 5 categories’ list had 4 categories from 'E-commerce' Sector with nearly 35% share of the Ad Volumes in IPL 15. The Top 5 categories together had 40% share of the Ad Volumes in IPL 15.

Only 2 – Ecom-Gaming and Ecom-Education – out of the Top 5 categories were common between IPL 14 and 15 in the first 13 matches. Pan Masala, Ecom-Wallets and Ecom-Food/Grocery were the other Categories among the Top 5.

Sporta Technologies was the only common advertiser among Top 5 advertisers during IPL 15 and IPL 14. The other Advertisers in the Top 5 list in IPL 15 included KP Pan Foods, Bundl Technologies, Dreamplug Technologies and PepsiCo. The Top 5 Advertisers contributed more than 1/5th share of the Ad Volumes during 13 matches of IPL 15.

11 new categories and 71 new brands advertised in the first 13 matches of IPL 15 compared to the same number of matches in IPL 14.

Among the new categories, Corporate/Brand Image topped the list, followed by Ecom-Auto Rental Services, Corporate-NBFCs, Two-wheelers, and Footwear.

Among the 71 new brands, Kamla Pasand Silver Coated Elaichi topped the list. The next three ranks saw the presence of apps – Spotify App, Tata Neu App, and Meesho App. Aditya Birla Group was placed in the fifth place.