Ad volumes up 7 per cent in the first five matches of IPL : TAM Media

Ad volumes for the first five matches of the ongoing season of the Indian Premier League was up 7 per cent compared to the previous season, as per the latest analysis by TAM Sports, a division of TAM Media Research. The number of categories being advertised has also seen a strong double-digit growth. This is the 18 th edition of the T20 tournament.

Advertisers leap

In the first five matches of IPL 18, there has been a “notable” 12 per cent increase in number of categories being advertised compared to the first five matches of IPL 17, the TAM Sports, report stated. The number of categories being advertised in the ongoing season was pegged at over 45. Meanwhile, the number of advertisers in the ongoing edition of the T20 tournament has grown by 29 per cent to about 55. The report said this reflected “a strong upward trend in brand participation.”

During the first five matches of IPL18, mouth freshener category was seen dominating with 11 per cent share of the total ad volumes. Online gaming, biscuits, smartphones and cars have been among the top five categories being seen advertised during IPL matches.

“Collectively, the top five categories accounted for 44 per cent of the total ad volume. Online gaming, mouth freshener and smartphones emerged as recurring leaders among the top five categories in both IPL 18 and IPL 17,” the TAM Sports report noted.

Parle Biscuits, Vishnu Packaging (Vimal Elaichi), Apple India, Reliance Consumer Products and Sporta Technologies (Dream11) emerged as the top five advertisers in terms of share of ad volumes. “ The top five advertisers contributed 30 per cent to the total ad volumes in the first five matches of IPL18,” the report added. It also pointed out that Sporta Technologies and Vishnu Packaging continued to have strong presence, appearing among the top advertisers in both IPL18 and IPL17.

“Twenty new categories and 67 new brands were seen advertising in the first five matches of IPL18 compared to the same number of matches in IPL17,” the report added.