IPL13 43 games: Celebrity count at 65, up 48% over 2019

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MUMBAI: TAM Sports has released its Series 1 IPL 13 Advertising Report, covering 43 matches of what has been a super successful Indian Premier League, which is now reaching its business end in the UAE.

The report is for all the channels on which matches are telecast.

The report covers below points:
·         Count of Advertisers and Brands using Celebrity endorsement during IPL 13 and IPL 12
·         Count of Categories, Advertisers and Brands  IPL 13 vs. IPL 12
·         Top Categories and Advertisers of IPL 12 and IPL 13
·         New Categories and Brands in IPL 13 compared to IPL 12

·         Count of Advertisers and Brands using Celebrity endorsement during IPL 13 and IPL 12
-> Among the list of Top 5, M S Dhoni, Aamir Khan, Virat Kohli and Shahrukh Khan were common celebrities who appeared in both the seasons of IPLs during commercial advertisement.
     Total Celebrities in IPL 13 - 65
     Total Celebrities in IPL 12 - 44
Count of Celebrities during 43 matches of IPL 13 grew by 48%  compared to IPL 12

·         Count of Categories, Advertisers and Brands  IPL 13 vs. IPL 12 (Avg. Ad Volumes)
-> No. of Advertisers and Brands grew by 13% and 6% respectively in IPL 13 compared to IPL 12.
Advertisers grew from 99 to 112 while Brands increased from 210 to 222 
-> Count of catergories grew by 2% in IPL 13 over IPL 12 after completion of 43 Matches.
From 83 to 85

·         Top Categories, Advertisers and Brands of IPL 12 and IPL 13
-> Four out of Top 5 Categories were from E-commerce Sector with approx. 30% share of Ad Volumes during 43 matches of IPL 13.
Up there is IPL 12 but dropped out in IPL 13 - Cars and Aerated Soft Drinks
-> The Top 5 categories together had 38% share of Ad Volumes in IPL 13. 3 out of Top 5 categories were common between IPL 12 and 13.
-> 2 out of Top 5 advertisers were common between IPL 12 and IPL 13, viz. Oppo India and FX Mart .
Top 5 in IPL 13 - Oppo India, Amazon Online India, Sporta Technologies (Dream 11), FX Mart, Vodafone Idea. Up there is IPL 12 but dropped out in IPL 13 - Coca Cola India, Vivo Mobile India, Vini Product

·         New Categories and Brands in IPL 13 compared to IPL 12 and Missed* Categories in IPL 13 compared to IPL 12 
-> 30+ new categories and 170+ new brands advertised in IPL 13 compared to IPL 12.
-> Among the new categories, "Wafer/Chips" topped the list followed by "Ecom-Pharma/Healthcare".
-> Among the 177 new brands, "Vi Cellular Phone Service" topped the list followed by "Byjus Classes".
-> Ecom-Travel & Tourism tops the list of Categories that are missing in IPL 13 compared to IPL till 43rd match
 
Source: TAM Sports            
Event: IPL 13 and IPL 12            
Advertising Type: Commercial Advertising on Television            
Only Live Matches; Excluding Pre-Mid-Post Programs            
Excludes Promos, Fillers, Short Programs            
Channels: Count of channels during IPL 13 are 21 and during IPL 12 it was 24            
% share based on Ad Volumes            
No. of  Matches: 43    
Period: 19th Sep'20 - 24th Oct'20 (IPL 13)            
Period: 23rd Mar'19 - 25th Apr'19 (IPL 12)

            
 

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