84 'common' brands advertise during 1st 5 IPL games

MUMBAI: TAM Sports has released the TAM AdEx Sports - IPL 14 Advertising Report, which has analysed data from the first five games of this year's 14th edition of the Indian Premier League, and how it compares with IPL 13.   

As per the report, a total of 84 brands advertised on both Regional and Hindi+English sports channels during first 5 matches of IPL 14. "Dream11.com" was on top among the common brands.

The Top 5 Advertisers contributed 20% share of Ad Volumes. 2 out of Top 5 advertisers were common between IPL 14 and IPL 13, viz. Sporta Technologies and FX Mart.

It bears noting that the data points have been drawn only from "live games", which means that the Pre-Mid-Post shows, as well as Promos, Fillers, Short Programs are excluded from the analysis.         

Top Categories and Advertisers of IPL 13 and IPL 14 (first 5 Matches)

IPL 14 
Rank    Top Categories                             % share
1           Ecom-Gaming                              12%
2           Cellular Phones-Smart Phones    6%
3           Aerated Soft Drink                        6%
4           Ecom-Education                           6%
5           Pan Masala                                  5%

IPL 13 
Rank    Top Categories                                                % share
1           Cellular Phones-Smart Phones                      10%
2           Ecom-Gaming                                                10%
3           Ecom-Education                                              8%
4           Ecom-Media/Entertainment/Social Media        8%
5           Ecom-Wallets                                                   5%

% share based on Ad Volumes        

Common between IPL 14 and IPL 13
> During first 5 matches, the Top 5 categories' list had 2 categories from 'E-commerce' Sector with more than 15% share of Ad Volumes in IPL 14.
> The Top 5 categories together had 35% share of Ad Volumes in IPL 14. 3 out of Top 5 categories were common between IPL 13 and 14.
> Top 5 Advertisers contributed 20% share of Ad Volumes during 5 matches of IPL 14. 2 out of Top 5 advertisers were common between IPL 14 and IPL 13, viz. Sporta Technologies and FX Mart.

IPL 14        
Rank    Top Advertisers             % share
1           Sporta Technologies    4%
2           Just Dial                       4%
3           Epx Uptech                  4%
4           Parle Agro                    4%
5           FX Mart                        3%

IPL 13        
Rank    Top Advertisers            % share
1           Oppo India                   5%
2           Sporta Technologies    4%
3           Vodafone Idea             4%
4           FX Mart                       4%
5           Think & Learn             4%

% share based on Ad Volumes    

New Categories and Brands in IPL 14 compared to IPL 13 and Categories not in IPL 14 compared to IPL 13

Summary    
Count of New Categories    24
Count of Categories not in IPL 14 compared to IPL 13    21
Count of New Brands    86
**Present in IPL 14 but not in IPL 13

> 24 new categories and 86 new brands advertised in 5 matches of IPL 14 compared to same No. of matches in IPL 13.
> Among the new categories, Securities/Sharebroking Organization topped the list followed by Fans.
> Among the 86 new brands, "JdMart" topped the list followed by "UPStox".

Top 5 New** Categories
Securities/Sharebroking Organization
Fans
Air Conditioners
Hair Dyes
Refrigerators

Top 5 New Brands**
JdMart
UPStox
Rajshree Silver Coated Elaichi
Groww
Vivo X60 Series 5G

Top 5 Categories not* in IPL 14 compared to IPL 13
Wires & Cables
Two Wheelers
Ecom-Matrimonials
Namkin
Roofings
*Present in IPL 13 but not in IPL 14
    
Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels in IPL-14

Total Exclusive brands: 16

Exclusive Brands on Hindi+English language Sports Channels
Rank    Top Brands
1          Behrouzbiryani.com
2          Pepsi
3          Skoda Superb
4          LG Linear Cooling
5          Livfast Solar

Total Exclusive brands: 10

Exclusive Brands on Regional language Sports Channels
Rank    Top Brands
1           7 Up
2           Asian Paints Tractor Emulsion Shyne
3           British Empire Premium Brown Sugar
4           Haier Inverter AC
5    Havells Super Speed 400

Total Common brands: 84

Common Brands on Hindi+English & Regional language Sports Channels
Rank    Top Brands
1           Dream11.com
2           Upstox
3           JdMart
4           PhonePe
5           Rajshree Silver Coated Elaichi

Highlights
> Behrouzbiryani.com was top exclusive brand on Hindi+English language Sports channels, whereas 7 Up leads the exclusive brands on Regional sports channels.
> Total  84 brands advertised on both Regional and Hindi+English sports channels during first 5 matches of IPL 14. "Dream11.com" was on top among the common brands.

Source : TAM Sports        
Event: IPL 14 and IPL 13        
Advertising Type: Commercial Advertising on Television        
Only Live Matches; Excluding Pre-Mid-Post Programs        
Excludes Promos, Fillers, Short Programs        
% share based on Ad Volumes        
No. of  Matches        5
Period : 09th Apr'21 - 13th Apr'21 (IPL 14)        
Period : 19th Sep'20  - 23rd Sep'20 (IPL 13)        
Count of channels during IPL 14 are 19 and during IPL 13 it was 21