Mumbai: According to Tam Sports’ advertising report on the recently concluded IPL Average ad volume per channel per match increased by 20% in IPL 17 compared to IPL 16. Ad volumes rebounded in the 2024 IPL season after a 50% drop in IPL 16 over its previous year. The Eliminator match of IPL 17 witnessed the highest growth compared to same match of IPL 16.
Indexed ad volume grew in all the stages of IPL 17 compared to similar stages of IPL 16
The other findings for the tournament are:
– Categories, advertisers, and brands tally increased by 40%, 26%, and 21% respectively during IPL 17 compared to IPL 16.
– Pan Masala topped in IPL 17 and IPL16; Ecom-Gaming drops to third place in IPL 17 from second in IPL 16.
– Dream11.com, Vimal Elaichi Pan Masala, and Kamala Pasand Silver Coated Elaichi were among the top five common brands in IPL 17 and IPL 16.
– During IPL 17, the top five categories accounted for 43% of total ad volume, compared to 52% in IPL 16.
– Parle Products topped in terms of advertising with 10% share during IPL 17
– During IPL 17, the top five sponsors contributed 33% of ad volume, while the top five in IPL 16 contributed 37%.
– Sporta Technologies, K P Pan Foods & Vishnu Packaging among the Top five advertisers were common between IPL 17 and IPL 16.
– IPL 17 introduced 30+ new categories; 10+ categories from IPL 16 absent.
– The top five brands contributed 32% share of ad volumes in IPL 17, while the top five of IPL 16 contributed 30%.
– Dream11.com, Vimal Elaichi Pan Masala & Kamala Pasand Silver Coated Elaichi among the Top 5 brands were common between IPL 17 and IPL 16.
– In IPL 17, there were 30+ new categories compared to IPL 16, & 10+ categories that did not feature in IPL 17 compared to IPL 16.
– Among the new categories, Range of Food Products topped the list followed by Securities/Sharebroking Organisation
– 11-20 second ads were most preferred during commercial breaks in IPL 17, followed by less than 10 Second Ads.
– Ads with 40+ seconds had only a 0.1 % ad insertion share
