During the course of the 13th edition of the Indian Premier League (IPL) the first 52 matches witnessed a significant growth in brand count for both regional and Hindi + English sports channels. According to the TAM AdEx data for IPL-13, over 175 brands advertised on both Regional and Hindi+English sports channels where Dream11.com topped among the common brands.
While Oppo Reno4 Pro topped exclusive brands on Hindi+English language Sports channels, 7 Up led the exclusive brands on regional sports channels followed by Surf Excel Quick Wash on the second position, Asian Paints Apex Ultima Protek on the third spot, Nescafe Sunrise on the fourth, and Sunfeast Veda Marie Light on the fifth spot.
According to the data, over 30 new categories and 180 new brands advertised in IPL-13 compared to IPL-12. Among the new categories, ‘Banking-Services & and Products’ topped the list followed by e-Com and Pharma/Healthcare whereas, among the new brands, Vi Cellular Phone Service topped the list followed by Kamla Pasand Pan Masala.
The top five categories among all the matches remained the same. The list was dominated by the e-Commerce sector with approximately 30 percent share of ad volumes during 52 matches of IPL 13.
The Top 5 categories together had about 40 percent share of ad volumes in IPL-13 and three out of the top five categories were common between IPL-12 and -13, while 2 out of top 5 advertisers were common between IPL-12 and IPL-13, that is, Oppo India and FX Mart.
In addition, advertiser and brand count grew by 12 percent and 2 percent, respectively, in IPL-13 compared to IPL-12. The total count of advertisers and brands stood at 115 and 237, respectively, in IPL-13 as compared to 103 and 232, respectively, in IPL-12. However, the total category count was marginally less in IPL-13 as compared to that of IPL-12 — the count stood at 89 in IPL-13 versus 91 in IPL-12.