IPL 2023 after 16 matches: 53 new brands & 14 new categories recorded on TV

After a significant decline in brand presence on TV for the first seven matches, the 16^th season of the Indian Premier League (IPL) is gaining traction as the tournament progresses. There have been some very close calls and last ball thrillers between matches 9 and 16, which have attracted viewership.

As per TAM Sports data for the 16 matches of IPL 2023 on TV, the number of Categories and Advertisers have subsequently increased during matches 9-16 compared to matches 1-8. As reported earlier, according to TAM data from the first seven matches, there has been a sharp fall in the number of categories, advertisers, and brands on TV compared to IPL 15. The number of categories has decreased from 40 to 25, and the number of advertisers and brands has also seen a reduction. Number of advertisers saw more than 41 per cent drop, having decreased from 60 to 35, and the number of brands decreased from 95 to 60, showing a 33.3 per cent decline.

There are 14 new categories and 53 new brands advertised in the 16 matches of IPL 16, compared to the same number of matches from IPL 15.

The overall new categories consisted of 3 E-Commerce categories during IPL 16 – E-Commerce Wallets, Ecom-Education, Ecom-Food/ Grocery, Ecom-Online Shopping, and Ecom-Media/ Entertainment/ Social Media.

Among the 53 new brands, ‘Airtel 5G Plus’ was the leading brand, followed by ‘Parle Platina Hide & Seek Bourbon’, Vivo V27 Series, Thums Up Charged, and Joy Hello Sun Sunblock Anti-Tan Lotion.

Out of the Top 5 new brands, two of them belonged to the F&B sector, while two belonged to the Telecom sector, and one was from the Personal Care sector.

In IPL 16, Ecom-Gaming and Pan Masala categories retained their 1st and 2nd positions, respectively. Among the Top 5 Categories, three of them belonged to the F&B Sector.

The Top 5 categories together had 57% share of the TV Ad Volumes in IPL 16. Ecom-Gaming and Pan Masala categories were the only common categories between IPL 16 and 15.

The Top 5 Advertisers contributed 38% share of the TV Ad Volumes during 16 matches of IPL 16.