MUMBAI: With the Indian Premier League having been suspended, TAM Sports has released its "final" TAM AdEx Sports - IPL 14 Advertising Report, which has analysed data from the 29 games played of this year's IPL, and how it compares with IPL 13.
Highlights
Avg. Ad Volumes* during 29 matches of IPL 14 grew by 2% compared to IPL 13
Top 5 brands contributed 21% share of ad volumes during 29 matches of IPL 14
Tally of categories grew by 7%, whereas count of advertisers & brands decreased by 4% & 10% respectively in IPL 14 compared to IPL 13
During 29 matches of the IPL 14, the Top 5 categories collectively contributed more than 33% of overall ad volumes
Sporta Technologies (Dream11) and FX Mart (PhonePe) were among the Top 5 advertisers in both IPL 14 and IPL 13
Securities/Sharebroking Organization topped the list of new categories in IPL 14, followed by Fans category.
The tally of advertisers and brands decreased during IPL 14 compared to IPL 13. Tally of categories grew by 7%, whereas count of advertisers & brands decreased by 4% & 10% respectively in IPL 14 compared to IPL 13.
The analysis of commercial advertising is based on ad volumes for advertising across 20 Star Network channels for IPL 14 and 19 for IPL 13. The study is on All Live matches during IPL Season 14 and 13 only i.e. excluding PRE-MID-POST Programs and is based on Pure Advertising [i.e. excluding franchisees, promos, filler, film trailer & host broadcaster Star Network]
During the 29 games of IPL 14, the Top 5 categories collectively contributed more than 33% of overall ad volumes compared to 40% in the previous edition. Ecom-Gaming contributed had 10% share of ad volumes followed by Ecom-Education (6%), Aerated Soft Drink (6%), Ecom-Wallets (6%), and Pan Masala (5%). Ecom-Gaming was on top in both IPL seasons.
The top 5 brands, namely Sporta Technologies, Epx Uptech, Just Dial, Parle Agro, and FX Mart, contributed a 21% share of ad volumes during 29 matches of IPL 14 compared to 24% in the previous season. Among the Top 5 advertisers, Sporta Technologies and FX Mart were common between IPL 14 and IPL 13.
The leading advertisers in Ecom-Gaming were Sporta Technologies, Galactus Funware Technology (Mobile Premier League), and Gameskraft Technologies. In the Ecom-Education category, the leading advertisers were Think & Learn (BYJU'S), Sorting Hat Technologies (Unacademy), and Think & Learn/The Walt Disney Co India.
In the Aerated Soft Drink category, the leading advertisers were Coca-Cola India, Parle Agro, and Pepsi Co. In the Ecom-Wallets, FX Mart and Dreamplug Technologies were the leading advertisers. KP Pan Foods and Vishnu Packaging were the leaders in the Pan Masala category.
During IPL 14, 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. The Top 5 categories were Securities/Sharebroking Organization, Fans, Refrigerators, Hair Dyes, and Mineral Water.
In terms of ad lengths, 10-20 seconds ads were utilised the most during commercial breaks, followed by 21-30 seconds ads.
In IPL 14 (29 matches), Celebrity endorsed ads had 53% of total Ad Volume, a 3% rise in share over the previous season at this stage. Of all professions, Film Actors led in brands’ endorsement with 48% share of ad volumes, followed by Sports Persons with 38% share during IPL 14. Share of Celebrity endorsed ads in IPL 13 was 50%.
During IPL 14, the overall number of Celebrities has seen a significant rise of 12% compared to IPL 13.
MS Dhoni and Virat Kohli were the Top 2 Sports Celebrities in both IPL 14 and IPL 13 (29 matches). Ranveer Singh was on top with a 15% share of ad volumes during 29 matches of IPL 14. 3 out of the Top 5 overall Celebrities were common in 29 matches of both IPL 14 and IPL 13. Among the Top 5, MS Dhoni, Virat Kohli, and Rohit Sharma were common sports celebrities on both IPL 14 and IPL 13.
3 out of the Top 5 categories in Celebrity Endorsement belonged to the E-Commerce sector during IPL 14 (29 matches). The top 5 categories and advertisers accounted for 47% and 34% share of Celebrity ad volumes respectively in IPL 14. During the 29 matches played, the number of categories decreased by 6% in IPL 14 compared to IPL 13.
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30+ new categories appeared in first 22 games of IPL 14: TAM
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