Tally of advertisers up 10% in IPL 14, but count of brands dips 2%: TAM Sports

Ad Volumes during the 51 matches of the recently concluded Indian Premier League (IPL) Season 14 grew by 6%, compared to IPL 13, as per TAM Sports’ comparative analysis of commercial advertising across 24 Star Network channels for IPL 14 and IPL 13. Meanwhile, the tally of advertisers grew by 10%, whereas count of brands decreased by 2% in IPL 14, compared to IPL 13.

Between IPL 14 and IPL 13, there were 3 common categories among Top 5. Ecom-Education topped the list of categories in IPL 14, while in IPL 13 Cellular Phones-Smart Phones led the list. During 51 matches of IPL 14, the Top 5 categories collectively contributed more than 36% of the overall ad volumes.

Sporta Technologies (Dream 11) andFX Mart (Phonepe) were among the Top 5 advertisers in both IPL 14 and IPL 13. Sporta Technologies topped in terms of advertising with 6% share during IPL 14. The Top 5 advertisers contributed 20% share of the ad volumes during 51 matches of IPL 14.

Leading advertisers under Top 5 Categories in IPL 14

Dream11.com was the most advertised brand during both IPL 14 and IPL 13. Dream11.com and Phonepe among the Top 5 brands were common between IPL 14 and IPL 13. The Top 5 brands contributed 18% share of the ad volumes during 51 matches of IPL 14.

Over 30 new categories appeared in 51 matches of IPL 14 compared to IPL 13. Among the new categories, Securities/ Sharebroking Organization topped the list followed by Fans.

As far as the duration of ad campaigns are concerned, 10-20 seconds ads were utilised the most during commercial breaks in IPL 14, followed by 21-40 seconds ads.