MUMBAI: Sourav Ganguly's reign as the president of the world's richest and most powerful cricket board may have nothing worth writing home about, but the visibility that the position has given him has certainly added sheen to his endorsements portfolio.
It can be stated with certainty that the reason the retired "Prince of Kolkata" has been able to push the retired Sachin Tendulkar from the Top 5 list of Sports Celebrities in television ads during Indian Premier League 13 (the "God of Indian cricket" was ranked No.3 in IPL 12), is thanks to the public profile which being the BCCI president offers.
These are among the findings the TAM Sports - IPL 13 Advertising Report - which examines Commercial Advertising on Television for the first 16 live matches of IPL 13 and IPL 12 (excludes pre-mid-post programs) provides. Also worth mentioning is that the count of channels during IPL 13 are 21 as compared to IPL 12, where it was 24.
While during IPL 12 there were only 7 sports celebrities seen during the initial 16 matches in commercial advertisements, in IPL 2020 that number has escalated to 19.
IPL 13 - Sports Celebrities
Rank Celebrities % Share
1 MS Dhoni 37%
2 Virat Kohli 12%
3 Rohit Sharma 7%
4 Rishabh Pant 7%
5 Sourav Ganguly 7%
IPL 12 - Sports Celebrities
Rank Celebrities % Share
1 MS Dhoni 49%
2 Virat Kohli 36%
3 Sachin Tendulkar 11%
4 Shikhar Dhawan 2%
5 Mithali Raj 1%
On a related note, the count of Advertisers and Brands using a Sports Personality for Celebrity endorsement grew by 19% & 23% respectively in IPL 13 (19 and 26) over IPL 12 (16 and 23).
Additionally, during IPL 13, 50% of the ad volume share of overall advertising on TV is for celebrity endorsed ads. The count of Advertisers (82 to 91) and Brands (147 to 166) grew by 11% and 13% respectively in IPL 13 compared to IPL 12.
Other key data points from the report include:
IPL13
Rank Top Categories % share
1 Ecom-Gaming 10%
2 Cellular Phones-Smart Phones 9%
3 Ecom-Media/Entertainment/Social Media 8%
4 Ecom-Education 7%
5 Ecom-Wallets 6%
IPL 12
Rank Top Categories % share
1 Cellular Phones-Smart Phones 13%
2 Ecom-Wallets 6%
3 Cars 6%
4 Aerated Soft Drink 6%
5 Ecom-Gaming 5%
IPL 13
Top Advertisers
1 Oppo India
2 Sporta Technologies (Dream11)
3 Vodafone Idea (Vi)
4 FX Mart (Phonepe)
5 Think & Learn (BYJU'S)
IPL 12
Top Advertisers
1 Oppo India
2 Coca Cola India
3 Vivo Mobile India
4 Fx Mart (Phonepe)
5 Maruti Suzuki India
> The Top 5 categories list was dominated by E-commerce Sector and accounted more than 30% share of ad volumes during first 16 matches of IPL 13.
> The Top 5 categories together had 40% share of Ad Volumes in IPL 13. 3 out of Top 5 categories were common between IPL 12 and 13 with 25% ad volume share in both seasons.
> Oppo India and FX Mart out of Top 5 advertisers were common between IPL 12 and IPL 13.
New Categories and Brands in IPL 13 compared to IPL 12
Count of New Categories 25+
Count of New Brands 130+
> 25+ new categories and 130+ new brands advertised in IPL 13 compared to IPL 12.
> Among the new categories, "Cellular Phone Service" topped the list followed by "Corporate - Sports".
> Among the 115+ new brands, "VI Cellular Phone Service" topped the list followed by "Oppo F17/F17 Pro".
IPL 12
Top 5 New Categories
Cellular Phone Service
Wafer/Chips
Ecom-Pharma/Healthcare
Protective Coatings
Internet Service Providers
IPL 13
Top 5 New Brands
Vi Cellular Phone Service*
Oppo F17/F17 Pro
Byjus Classes
Kamla Pasand Pan Masala
AMFI (Asso Of Mutual Funds In India)
*Vodafone and Idea both brands were not present in first 8 match of IPL 12, hence brand VI Cellular Phones Services is present in New Brand
- Log in to post comments