TheTAM AdEx-IPL Curtain Raiser-I, a report based on Commercial advertising (FCT) during IPL 12, it comprises of commercial advertising during live IPL matches, leading Categories and Advertisers during IPL 12, comparison with IPL 11 and celebrity endorsement during IPL 12.
Commercial Advertising
IPL Season 12 Period: IPL 12 (23rd Mar – 12th May, 2019)
Summary of Commercial Advertising – IPL 12
Total 587 Hours of Commercial advertising on 14 Channels of Star Network in IPL Season 12 and total 108 advertisers advertised across 92 categories with 230+ brands.
Top 10 Categories – IPL 12
Top 10 categories together contributed to 54% share of advertising during IPL Season 12, among Top 10 categories, Cellular Phones – Smart Phones topped with 13% share of ad volumes.4 out of top 10 categories were from E-commerce sector and together contributed 18% share of commercial advertising during IPL Season 12.
Top 10 Advertisers & Brands – IPL 12
Top 10 Advertisers and Brands contributed 39% and 33% share of ad volumes respectively, Coca Cola India was the top Advertiser and Phonepe topped the list of Top 10 Brands during IPL Season 12.
5 out of Top 10 advertisers advertised with multiple brands
Ad Length (10, 20, 30 Seconds) – IPL 12
10-20 seconds ads were utilized the most during commercial breaks, followed by 21-30 seconds ads.
Comparison of Advertising: IPL 11 & IPL 12
Count of Categories, Advertisers & Brands – IPL 11 vs. IPL 12
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.
Category Rank Shift – IPL 11 vs. IPL 12
Compared to IPL 11, there were 2 more brands advertising under ‘Ecom-wallets’ category owing to which ad volumes of the category grew 4 fold. ‘Phonepe’ and ‘Amazon Pay’ were the new brands in ‘Ecom-Wallets’ category.
Celebrity Endorsement – IPL Season 12
Share of Celebrity Endorsed Ads – IPL 12
Celebrity endorsed ads had a whopping 47% share of ad volumes during IPL 12.
Top 10 Celebrities & Share by Profession – IPL 12
Aamir Khan topped the table with 15% share of celebrity endorsed ads followed by the sports duo ViratKohli and M S Dhoni with equal share of ad volumes.
Celebrities endorsing for multiple Advertisers – IPL 12
