The last 22 matches of the IPL 16 saw a rise in advertisers by 11 % and in advertising categories by 26% compared to the first 22 matches, according to a TAM advertising report.
As per the latest report, 16 new categories and 75 new brands were advertised in 44 matches of IPL this season compared to the same number of matches in IPL 15.
The report states that the e-commerce gaming category maintained its top position on TV during IPL 16 as it was for IPL 15. In IPL 16, fantasy sports platforms and Pan Masala managed to be in the top five advertising categories throughout 44 matches. Compared to the last IPL, the share of these two categories increased by 3 % and 9 % respectively.
While fantasy sports/ecom gaming had 14 % share in IPL 15, this year it has recorded 17% and Pan Masala, which had 7 % share of Ad volume last year, reached 16% this time, the report said.
Apart from these two, the other categories in the top five are aerated soft drink, biscuits and cellular phone service, which means three out of five top categories are food and beverages.
Collectively, the top five categories in IPL 16 together had 60 % share of Ad Volumes while top five advertisers contributed 40 % share of Ad Volumes during 44 matches this season.
Sporta Technologies was the leading advertiser during all 44 matches with 12 % share in Ad Volumes.
Among the 75 new brands, ‘Airtel 5G Plus’ was the leading brand followed by ‘Rajshree Silver Coated Elaichi’, Rupay Credit, Thums Up Charged, and Parle Platina Hide and Seek Black Bourbon.
Top advertisers for this year’s IPL are Sporta Technologies (Dream11.com), K P Pan Foods, Bharti Airtel, Parle Biscuits and Vishnu Packaging.
The percentage share (based on Ad Volumes) of Sporta Technologies (Dream11.com) and K P Pan Foods, increased from 7% and 5%, respectively in IPL 15 to 12% and 8% in IPL 16.
The report also mentioned common and exclusive brands on national sports channels versus regional sports channels in IPL 16.
A total of nine exclusive brands were seen on national (Hindi and English language) sports channels while 18 exclusive brands made it to regional language sports channels.
Dream 11.com was leading the list of common brands on both regional and Hindi + English sports channels during the 44 matches.
As many as 75 brands were common on both channel categories during the 44 matches this IPL, the report said.
Coca-Cola advertised its two brands - Maaza Aam Panna, which was the top exclusive brand on Hindi + English language sports channels, and Maaza which led the exclusive brands on regional sports channels.
