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 last segment of the report:
Count of Categories, Advertisers & Brands – IPL 11 vs. IPL 12
On-screen ad volumes during IPL 12 grew by 14% compared to IPL 11, compared to IPL 11 number of brands during IPL 12 also increased by 13%.
Category Rank Shift – IPL 11 vs. IPL 12
6 out of 7 common categories observed a positive rank shift in IPL 12 compared to IPL 11. ‘Water Purifiers/Filters’, ‘Edible Oil’ and ‘Pipes/PVC Fittings’ were the new entrants in IPL 12 compared to IPL 11 and ‘Range of Food Products’ observed maximum upward shift of 24 ranks.
- Total 237 Hours of On-Screen advertising on 12, channels in IPL Season 12 and Total 35 advertisers advertised across 32 categories with 70 brands. 6 different brands were seen on ‘Action Replay’ platform and it occupied nearly half of the Onscreen Ad Volumes. ‘Pull Through’ and ‘Push Back’ had nearly equal number of brands on it.
- Among the 5 On-screen platforms ‘Action Replay’ topped in terms of average duration of appearance during IPL 12. Top 10 categories together contributed 82% share of On-screen advertising during IPL 12.
- Top 10 advertisers and brands contributed 82% and 74% share of ad volumes respectively; the Top 5 brands were on ‘Action Replay’ platform with ‘Kent Mineral RO’ leading the chart. Action Replay Sponsor got the 50% of overall On-screen ad volumes followed by Pure Advertisers with 28% share
- 54% of the Advertisers were present in all the 60 matches of IPL during On-screen Advertising; on-screen ad volumes during IPL 12 grew by 14% compared to IPL 11. Compared to IPL 11, the count of brands increased by 13% in IPL 12.