During the recently concluded IPL13, the advertising volume for the sport genre rose by more than three times compared to the period before the tournament, says the latest TAM AdEx report. Sport continued to be a big draw even during the pandemic.
With 92 categories, 115 advertisers, and 249 brands on show this season, IPL13 surpassed its own records, both in terms of ad revenue and viewership. The latest TAM AdEx report shows the advertisers and brands’ tally during IPL13 grew by 7 percent and 3 percent, respectively, compared to the previous season.
However, the total category count stood at 92 in IPL13 versus 93 in IPL 12 — a fractional drop. Interestingly, four of the top five categories in IPL13 were from the e-commerce sector with 29 percent share of ad volumes during IPL13. The top five categories added 39 percent share of ad volumes in IPL13 as compared to the 36 percent share in IPL12.
Among advertisers, the top five contributed 24 percent share of ad volumes during both the IPL seasons. Oppo India made it to the top during IPL13 compared to the fourth rank it had secured in IPL12. On the brands side, the top added 21 percent share of ad volumes during both the IPL seasons. Dream11.com moved up four positions to the top rank in advertising during IPL13 compared to IPL12.
During the just concluded IPL season, 37 new categories were advertised. Banking services and products was the top new category followed by Internet Service Providers.
Interestingly, during the 53 day of IPL13, the ad volumes of the sporting genre rose by more than three times compared to the period prior to the tournament. Similarly, the news and GEC genre too made a significant gain. According to the data, ad volumes in News and GEC genre rose by 14 percent and 15 percent, respectively, during IPL 13 as compared to the same period prior to the tournament. Other genres, such as movies, series, and kids grew by 9 percent, 25 percent, and 14 percent respectively.
The top five advertisers on News had 16 percent share of ad volumes while the top five list of IPL13 had a 24 percent share according to the report.