Number of categories that advertised in first 13 matches of IPL 14 up by 8%: TAM AdEx
TAM AdEx’s analysis of the first 13 matches of the ongoing Indian Premier League (IPL) Season 14 shows that the number of Categories grew by 8%, compared to same number of matches in IPL 13. However, the number of Advertisers and Brands observed a decline. The period of analysis covers April 9-20, 2021 (IPL 14), which is compared with the period September 19 - October 1, 2020 (IPL 13).
As per TAM AdEx’s report, there were 27 new categories and 96 new brands that advertised in the first 13 matches of IPL 14 as compared to the same number of matches in IPL 13. Among the new categories, Securities/ Sharebroking Organisation topped the list, followed by Fans, Hair Dyes, Refrigerators and Energy Drinks.
Number of advertisers & brands in first 5 matches of IPL 14 see decline: TAM AdEx
Among the 96 new brands, JdMart topped the list, followed by UPStox, Rajshree Silver Coated Elaichi, Groww, and Vivo X60 Series 5G.
There are 22 categories that are not present in IPL 14, but were part of IPL 13. The prominent among these are Two-wheelers, Wires & Cables, Namkin, Ecom-Matrimonials, and Toilet/ Floor Cleaners.
Post completion of 13 matches in IPL 14, the Top 10 categories’ list had 4 categories from the E-commerce Sector, whereas in IPL 13 there were only two. The E-commerce categories had a 16% share of Ad Volumes in IPL 14.
The Top 5 categories together had 34% share of Ad Volumes in IPL 14. Three out of Top 5 categories were common between IPL 13 and IPL 14.
The Top 5 Advertisers contributed 20% share of Ad Volumes, respectively, during 13 matches of IPL 14. Only two out of Top 5 advertisers were common between IPL 14 and IPL 13, which were Sporta Technologies and FX Mart.
As per TAM AdEx report, Behrouzbiryani.com was the top exclusive brand on Hindi + English language Sports channels, whereas 7 Up leads the exclusive brands on Regional sports channels.
Total 100 brands advertised on both Regional and Hindi + English sports channels during first 13 matches of IPL 14. Dream11.com was on top among the common brands.