The TAM AdEx-IPL Curtain Raiser-II, a report based on On-screen* advertising during IPL 12, it covers on-screen advertising during live matches of IPL 12 that is Top On-screen branding units, Leading Categories, Advertisers and Brands during IPL 12, Share of On-screen sponsors during IPL 12 and a piece on comparison with IPL 11. We focus on the first 4 aspects of the report:
Recap Curtain Raiser I (A)
With total 587 Hours of Commercial advertising on 14 Channels of Star Network in IPL Season 12, total 108 advertisers advertised across 92 categories with 230+ brands and 85% of the ads during live IPL event were 10-20 seconders.
Top 10 Advertisers and Brands contributed 39% and 33% share of ad volumes respectively and Cellular Phones – Smart Phones topped with 13% share of ad volumes, while Coca Cola India was the top Advertiser & Phonepe topped the list of Top 10 Brands during IPL Season 12.
Recap Curtain Raiser I (B)
Commercial Ad Volumes during IPL 12 grew by 6% compared to IPL 11, number categories, advertisers and brands also increased in IPL 12 as compared to IPL 11.
Celebrity endorsed ads had a whopping 47% share of ad volumes during IPL 12 and during IPL 12, MS Dhoni endorsed max. no. Advertisers followed by Viral Kohli. For Bollywood, Aamir Khan topped the table with 15% share of celebrity endorsed ads followed by the sports duo Virat Kohli and M S Dhoni with equal share of ad volumes. During celebrity endorsed ads in live IPL, 59% of the ad volume was accounted by Film actors and 28% by sports personality.
On-screen Advertising: IPL Season 12
Digitally Embedded graphics/elements inserted in the Broadcast feed of Event Telecast for advertising. Some of the examples are L Shape (Squeezers), Pull Through, Action Replay Bug etc.
Summary of On-screen Advertising – IPL 12
Total 237 Hours of On-Screen advertising on 12 Channels in IPL Season 12.
Share of On-screen Platforms during IPL 12
6 different brands were seen on ‘Action Replay’ platform and it occupied nearly half of the On-screen Ad Volumes, ‘Pull Through’ and ‘Push Back’ had nearly equal number of brands on it.
Average appearance of On-screen platforms in IPL 12
Among the 5 On-screen platforms ‘Action Replay’ topped in terms of average duration of appearance during IPL 12.
Top 10 Categories – IPL 12
Top 10 categories together contributed 82% share of On-screen advertising during IPL 12, Among Top 10 categories, Water Purifiers/Filters remained a clear leader with 29% share in IPL 12. The Top 3 categories alone comprised 55% share of On-screen ad volumes.
Top 10 Advertisers & Brands – IPL 12
Top 10 advertisers and brands contributed 82% and 74% share of ad volumes respectively and the Top 5 brands were on ‘Action Replay’ platform with ‘Kent Mineral RO’ leading the chart.
4 Out of Top 10 advertisers advertised for multiple brands with Kent Ro System having the highest % of share for their brand Kent Mineral Ro followed by the advertiser Nuvoco Vistas Corporation for their brand Duraguard Cement.
Share of sponsors during IPL 12
Action Replay Sponsor got the 50% of overall On-screen ad volumes followed by Pure Advertisers with 27% share.
Usage of On-screen advertising by IPL Broadcast Sponsors
All Broadcast Sponsors were present on both Commercial (FCT) and On-screen advertising during IPL 12, all the 4 Official Broadcast Sponsors were present on both Commercial and On-screen advertising during live IPL matches and 13% of ad duration of Official Broadcast Sponsors was from On-screen advertising.
All 14 Associate Broadcast Sponsors advertised on On-screen along with Commercial breaks during IPL 12 matches and 17% of ad duration of Associate Broadcast Sponsors was from On-screen advertising.
Count of Advertisers present in number of IPL matches
54% of the Advertisers were present in all the 60 matches of IPL during On-screen advertising, 13 out of 35 advertisers that is 37% did on-screen advertising in 30 to 59 matches of IPL 12.