The TAM Sports-IPL 13 Advertising Report covers the advertising during IPL 13 and IPL 12. It features the count of categories, advertisers and brands in IPL 13 vs. IPL 12, top categories, advertisers and brands of IPL 12 and IPL 13, new categories and brands in IPL 13 compared to IPL 12, Common and unique Brands – National (English + Hindi) vs. Regional Channels and Celebrity Endorsement in IPL 12 vs. IPL 13.
Count of Categories, Advertisers and Brands IPL 13 vs. IPL 12
The tally of Categories, Advertisers and Brands increased in IPL 13 over IPL 12, with the No. of Advertisers and Brands grew by 23% and 14% respectively in IPL 13 compared to IPL 12.
Top Categories, Advertisers and Brands of IPL 12 and IPL 13
The Top 5 categories was dominated by ‘E-commerce’ sector’ and Top 5 categories accounted more than 40% share of Ad Volumes during first 4 matches of IPL 13, While the top 5 categories had more than 35% share of Ad Volumes during first 3 matches of IPL 12.
Top 5 Advertisers and Brands contributed more than 20% share of Ad Volumes during initial 4 matches of IPL 13. Oppo India and FX Mart (Phonepe) were common in the Top 5 list of IPL 12 and IPL 13 and Top 5 Advertisers and Brands contributed more than 20% share of Ad Volumes during initial 4 matches of IPL 12. Phonepe was common brand in both the seasons.
Among the Top 5 Categories, Cellular Phones-Smart Phones was the top category during initial 4 matches in both the seasons, while 3 out of Top 5 categories were in common between both the seasons, i.e., Cellular Phones-Smart Phones, Ecom-Wallets and Ecom-Gaming.
New Categories and Brands in IPL 13 compared to IPL 12
The report highlighted 20+ new categories and 90+ new brands advertised in IPL 13 compared to IPL 12, among the new categories, “Cellular Phone Service” topped the list followed by “Corporate-Sports” and among the 90+ new brands, “VI Cellular Phone Service” topped the list followed by BYJU’s classes, Oppo F17/ F17 Pro, Kamala Pasand Pan Masala and Whitehat Jr.
Common and Exclusive brands on National (Hindi+English) Sports Channels vs. Regional Sports Channels
Oppo Reno4 Pro was top exclusive brand on Hindi+English language sports channels, whereas Asian Paints leads the exclusive brands on Regional sports channels followed by Bengali Matrimony.com, Bengalishaadi.com, British Empire Premium Brown Sugar and Fortune Kachi Ghani.
Dream11.com was common top brand on Hindi+English language channels and Regional language channels in IPL 13 and there were total 75+ common brands on Hindi+English language channels and Regional language channels.
Count of Advertisers and Brands using Celebrity endorsement during IPL 13 and IPL 12
During IPL 13, Celebrity endorsed ads had 46% share of overall Ad Volumes on TV and it was same in IPL 12 too and count of Advertisers and Brands grew by 18% & 23% respectively in IPL 13 over IPL 12.
In the overall celebrity category, M S Dhoni, Aamir Khan and Shahrukh Khan were common celebrities which appeared in both the seasons of IPLs during commercial advertisement, we see a total of 48 Celebrities in IPL 13 and total 25 celebrities in IPL 12, the overall count of celebrity doing endorsement in IPL 13 grew by 92% over IPL 12.
In the sport celebrity category we see, during IPL 12 there were only 4 sports celebrities seen during initial 4 matches in commercial advertisement with, M S Dhoni and Virat Kohli being the Top 2 celebrities in both seasons of IPLs. The total Sports Celebrities in IPL 13 were 18 and total Sports Celebrities in IPL 12 were 4. The Overall count of sports celebrity doing endorsement in IPL 13 grew by 4.5 times over IPL 12.