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According to the TAM Sports-IPL 16 Advertising Update, 16 new categories and 70 new brands advertised in 35 matches of IPL this season compared to the same number of matches in IPL 15.
In IPL 16, fantasy sports platforms and Pan Masala were in the top five advertising categories throughout 35 matches. Compared to the last IPL, the share of these two categories increased by 3% and 8% respectively.
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 a 59 % share of Ad Volumes while the top five advertisers contributed a 39 % share of Ad Volumes during 35 matches this season.
Sporta Technologies was the leading advertiser during all 35 matches.
Among the 70 new brands, ‘Airtel 5G Plus’ was the leading brand followed by ‘Rajshree Silver Coated Elaichi’, the report said.
According to the report, the top five new brands include – Airtel 5G Plus, Rajshree Silver Coated Elaichi, Thums Up Charged, Rupay Credit 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 4%, 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 seven exclusive brands were seen on national (Hindi and English language) sports channels while 17 exclusive brands made it to regional language sports channels.
As many as 68 brands were common on both channel categories during the 35 matches this IPL, the report said.
Maaza Aam Panna was the top exclusive brand on Hindi + English language sports channels, whereas Maaza leads the exclusive brands on regional sports channels.
