IPL13 54 games: E-commerce consumed 30% share of ad volumes

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MUMBAI: TAM Sports has released its Series 1 IPL 13 Advertising Report, covering 54 matches of what has been a super successful Indian Premier League, which concluded Tuesday in the UAE.

The report is for all the 21 channels on which matches were telecast.

The report covers below points:
·         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
·         Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels

·         Count of Categories, Advertisers and Brands  IPL 13 vs. IPL 12
> Count of Advertisers and Brands grew by 12% (103 to 115) and 2% (232 to 237) respectively in IPL 13 compared to IPL 12.

·         Top Categories and Advertisers of IPL 12 and IPL 13
> The Top 5 categories' list was dominated by 'E-commerce' Sector with aprrox. 30% share of Ad Volumes during 52 matches of IPL 13.
> The Top 5 categories together had  approx. 40% 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 .

·         New Categories and Brands in IPL 13 compared to IPL 12
> 30+ new categories and 180+ new brands advertised in IPL 13 compared to IPL 12.
> Among the new categories, Banking-Services & Products topped the list  followed by  Ecom- Pharma/Healthcare.
> Among the 180+ new brands, "Vi Cellular Phone Service" topped the list followed by "Kamla Pasand Pan Masala".

·         Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels
> Oppo Reno4 Pro topped exclusive brands on Hindi+English language Sports channels, whereas 7 Up leads the exclusive brands on Regional sports channels.
> Total  175+ brands advertised on both Regional and Hindi+English sports channels. "Dream11.com" was on top among the common brands.

Source: TAM Sports            
Event: IPL 13 and IPL 12            
Channels: Count of channels during IPL 13 are 21 and during IPL 12 it was 24            
No. of  Matches: 52    
Period: 19th Sep'20 - 31st Oct'20 (IPL 13)            
Period: 23rd Mar'19  - 2nd May'19 (IPL 12)            
Advertising Type: Commercial Advertising on Television            
Only Live Matches; Excluding Pre-Mid-Post Programs            
Excludes Promos, Fillers, Short Programs            
% share based on Ad Volumes            


 

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