According to TAM Sports Report on Commercial Advertising on Television for 54 matches of IPL 16 (31st Mar’23-9th May’23), matches 28 to 54 witnessed an increase in the number of categories by 29pc, count of advertisers by 19pc and count of brands by 10pc compared to matches 01 to 27.
Pan Masala was the only category that managed to secure a place in the top 5 categories throughout 54 matches of IPL 16. The top 5 categories accounted for 55pc of the total ad volumes of the tournament. Ecom-Gaming and Pan Masala were the only categories among top 5, that appeared in both IPL 16 and 15. In IPL 16, three out of the five categories belonged to the F&B sector.
In the 54 matches of IPL 16, the top 5 advertisers accounted for 39pc of the total ad volumes. Sporta Technologies & K P Pan Foods were the only advertisers to appear in the Top 5 list during both IPL 15 and IPL 16.
IPL 16 featured 18 new categories and 83 new brands during its advertisements compared to the 54 matches in IPL 15. Two out of the top 5 new categories in IPL 16 belonged to the ecommerce sector. Among the top 5 categories present in IPL 15 and not in IPL 16, three of them belonged to ecommerce sector. Among the 83 new brands, ‘Airtel 5G Plus’ was the leading brand followed by ‘Rupay Credit’.
During the 54 matches of IPL 16, Coca Cola advertised its two brands, Maaza Aam Panna and Maaza, exclusively on Hindi+English language sports channels and regional language sports channels, respectively. Total 85 brands advertised on both Regional and Hindi+English sports channels during 54 matches of IPL 16. “Dream11.Com” was leading the list of common brands.
