Number of advertisers & brands in first 5 matches of IPL 14 see decline: TAM AdEx

The Indian Premier League, which has become a mega opportunity for brands, has seen a decline in the number of advertisers and brands in the first 5 matches of Season 14, as per the TAM AdEx analysis. Compared to IPL Season 13, which was played in the UAE amid COVID-19 conditions, the number of advertisers stood at 71 in the first 5 matches of IPL Season 14, down from 83 in the first 5 matches of IPL Season 13. The number of brands declined from 127 in IPL 13 to 114 in IPL 14 for the first five matches.

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On the other hand, the number of categories has grown by 5% to 58 in the first 5 matches of IPL 14, compared to 55 in the same number of matches in IPL 13.

It may be noted that the first 5 matches of IPL 14 were played between April 9 and 13, 2021, while the first 5 matches of IPL 13 were played between September 19 and 23, 2020.

While Cellular phone/ smartphone brands stood out as the top advertisers during IPL 13, in Season 14, during the first 5 matches, the Top 5 categories’ list had 2 categories from the E-commerce Sector – Gaming and Education – with more than 15% share of the ad volumes.

Cellular phones/ smartphones, Aerated soft drinks and Pan masala were among the Top 5 categories. According to TAM AdEx, the Top 5 categories together had 35% share of Ad Volumes in IPL 14. Three out of the Top 5 categories were common between IPL 13 and 14 – Cellular phones/ smartphones, Ecomm-Gaming and Ecomm-Education.

The Top 5 advertisers contributed 20% share of Ad Volumes during 5 matches of IPL 14. Two out of the Top 5 advertisers were common between IPL 14 and IPL 13 – viz. Sporta Technologies and FX Mart.

The TAM AdEx study further reveals that 24 new categories and 86 new brands advertised in the first 5 matches of IPL 14, compared to same number of matches in IPL 13. Among the new categories, Securities/Sharebroking Organisations topped the list, followed by Fans. Among the 86 new brands, ‘JD Mart’ topped the list, followed by ‘UPStox’.

Behrouzbiryani.com was top exclusive brand on Hindi + English language Sports channels, whereas 7 Up leads the exclusive brands on Regional sports channels.

A total of 84 brands advertised on both Regional and Hindi + English sports channels during the first 5 matches of IPL 14. Dream11.com was on top among the common brands.

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