Over 30 new categories appeared in 29 matches of IPL 2021: TAM AdEx
Season 14 of the Indian Premier League (IPL) was suspended last week after quite a few of the players and some staff tested positive for COVID-19. Before suspension, a total of 29 matches had been played. The mega sports tournament, which usually attracts huge viewership and heavy advertiser presence, couldn’t match up to the fervour of the earlier seasons. The second and more devastating wave of COVID-19 ravaging the country currently has dampened consumer sentiments, which, in turn, impacted viewership. On the other hand, IPL Season 14 saw a high number of advertisers.
As per TAM AdEx data for all the 29 matches played during IPL 2021, the average Ad Volumes grew by 2%, compared to IPL 2020. The tally of categories grew by 7%, whereas count of advertisers and brands decreased by 4% and 10%, respectively, in IPL 2021, compared to IPL 2020.
Ecom-Gaming was on top in both IPL Seasons 13 and 14. During 29 matches of the IPL 14, the Top 5 categories collectively contributed more than 33% of the overall ad volumes.
Te Top 5 advertisers contributed 21% share of ad volumes during 29 matches of IPL 14. Sporta Technologies and FX Mart among the Top 5 advertisers were common between IPL 14 and IPL 13.
The Top 5 brands contributed 20% share of ad volumes during 29 matches of IPL 14. Dream11.com and Phonepe among the Top 5 brands were common between IPL 14 and IPL 13.
Over 30 new categories appeared in 29 matches of IPL 14, compared to IPL 13. Among the new categories, Securities/Sharebroking Organization topped the list, followed by Fans.
As far as ad duration was concerned, 10-20 seconds ads were utilised the most during commercial breaks, followed by 21-30 seconds ads.