The TAM AdEx-IPL Final Curtain Raiser (Instadia* Report), it covers Summary of Instadia Advertising – IPL 12, Top Brands on Instadia during IPL 12, New Brands on Instadia in IPL 12 compared to IPL 11 and Top Brands & Branding Units: On-Ground & On-Player.
Recap Curtain Raiser I Commercial (FCT)
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, 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. Cellular Phones – Smart Phones topped with 13% share of ad volumes and Coca Cola India was the top Advertiser & Phonepe topped the list of Top 10 Brands during IPL Season 12.
Recap Curtain Raiser II On-screen
Total 237 Hours of On-Screen advertising on 12 Channels in IPL Season 12, with total 35 advertisers advertised across 32 categories with 70 brands. 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. Among the 5 On-screen platforms ‘Action Replay’ topped in terms of average duration of appearance during IPL 12, Action Replay Sponsor got the 50% of overall On-screen ad volumes followed by Pure Advertisers with 28% share.
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%.
Instadia Advertising IPL Season 12
Period: IPL 12 (23rd Mar – 12th May, 2019)
Instadia Advertising during Live matches of IPL 12 matches on 1 Star Network channel; Pre-Mid-Post Programs are excluded. Advertising through Brand Placement on various Branding Units present on Ground, Players, Umpires, Accessories etc, E.g. Ground Painting, Perimeter Board, Player’s apparel, Umpire’s apparel etc.
Summary of Instadia Advertising – IPL 12
Instadia advertising increased by more than 5% during IPL 12 compared to IPL 11, with 130+ brands present on Instadia Branding units, with 110+ total brands on On-Ground Branding Units and 65+ total brands on Player Branding Units.
Top Brands on Instadia during IPL 12
More than 130 brands were present on Instadia Branding Units during IPL 12, the Top 10 brands present on different Instadia elements covered more than 60% share of Instadia advertising.
New Brands on Instadia in IPL 12 compared to IPL 11
During IPL 12, 60+ new brands were seen on Instadia Branding Units compared to IPL 11.
On-Ground Branding Units
Top Brands & Branding Units: On-Ground
‘Vivo V15’ topped among the brands present on On-Ground Branding Units, ‘Perimeter Board Digital’ was the top On-Ground Branding Unit.
On-Player Branding Units
Top Brands & Branding Units: On-Player
‘Jio’ which was associated with multiple Franchises topped the list of brands on Player Branding Units. ‘Player T-Shirt’ was the most prominent Branding Unit on Player’s apparel.