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

IPL 2023 ended on an exciting note, with MS Dhoni-led Chennai Super Kings defeating Gujarat Titans in a last ball thriller to lift the trophy. This, after rains prevented play on Sunday, May 28, due to which the final match was played on the reserve day on Monday, May 29.

While the numbers of the final ties are yet to come in, TAM Sports’ data for 71 matches of IPL 16 reveals that matches 36 to 70 of IPL 16 witnessed increase of 5% in the count of categories, 8% in the count of advertisers, and 1% in the number of brands compared to matches 01 to 35.

Throughout the 71 matches of IPL 16, Pan Masala was the only category that managed to secure a place in the top 5 categories, which also included Ecom-Gaming, Biscuits, Aerated Soft Drink, and Cellular Phone Service.

The top 5 categories in IPL 16 accounted for 53% of the total ad volumes of the tournament. Ecom-Gaming and Pan Masala were the only categories among top 5 that appeared in both IPL 16 and 15.

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

In the 71 matches of IPL 16, the top 5 advertisers accounted for 37% of the total ad volumes. Sporta Technologies and K P Pan Foods were the only advertisers to appear in the Top 5 list during both IPL 15 and IPL 16. The other advertisers in the Top 5 list included Parle Biscuits, Coca Cola India, and Vishnu Packaging.  

KP Pan Foods and Vishnu Packaging were the only Advertisers to secure a place in the Top 10 Advertisers throughout all the 71 matches during IPL 16.

IPL 16 featured 19 new categories and 95 new brands during its advertisements in 71 matches.

Two out of the top 5 new categories in IPL 16 belonged to the F&B Sector – Biscuits and Dryfruit. Among the top 5 categories present in IPL 15 and not in IPL 16, three of them belonged to the e-commerce sector – Ecom-Education, Ecom-Food/ Grocery, and Ecom-Pharma/ Healthcare.

Among the 95 new brands, Airtel 5G Plus was the leading brand followed by Thums Up Charged, Rupay Credit, Maruti Suzuki Fronx, and Airtel 5G Plus-Apple Iphone 14 Pro.

During the 71 matches of IPL 16, Coca Cola and Asian Paints advertised their brands, exclusively on Hindi+English language sports channels and Regional language sports channels, respectively.

Total 96 brands advertised on both Regional and Hindi+English sports channels during 71 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.