According to report released by TAM Media Research highlighting the Count of Categories, Advertisers, brands, Top Categories and Advertisers, New Categories and Brands in IPL 14 compared to IPL 13, Ad length used during IPL14, Celebrity Endorsement, it showed that, the Tally of categories grew by 10 percent, whereas the count of advertisers & brands decreased by 3 percent & 9 percent respectively in IPL 14 compared to IPL 13.
In top categories, Ecom-Gaming was on top in both IPL Seasons. During the first 22 matches of the IPL 14, the Top 5 categories collectively contributed more than 30 percent of overall ad volumes. Top 5 advertisers contributed a 21 percent share of ad volumes during the first 22 matches of IPL 14. Sporta Technologies and FX Mart among the Top 5 advertisers were common between IPL 14 and IPL 13.
In top brands, Top 5 brands contributed a 20 percent share of ad volumes during the first 22 matches of IPL 14. Dream11.com and Phonepe among the Top 5 brands were common between IPL 14 and IPL 13. 30+ new categories appeared in the first 22 matches of IPL 14 relative to IPL 13. Among the new categories, Securities/Sharebroking Organization topped the list followed by Fans.
Of all professions, Film Actors led in brands’ endorsement with 49 percent share of ad volumes, followed by Sports Persons with 37 percent share during IPL 14. Share of Celebrity endorsed ads in IPL 13 was 50 percent. The number of Sports personalities grew by 5 percent during the first 22 matches of IPL 14 compared to IPL 13. The number of brands using celebrity endorsement fell by 3 percent whereas advertisers grew by 2 percent in the first 22 matches of IPL 14 compared to IPL 13.
Ranveer Singh was on top with a 17 percent share of ad volumes during the first 22 matches of IPL 14. 2 out of the Top 5 overall Celebrities were common in the first 22 matches of both IPL 14 and IPL 13. Among the Top 5, M S Dhoni, Virat Kohli, and Rohit Sharma were common sports Celebrities on both IPL 14 and IPL 13. The top 5 categories and advertisers accounted for 49 percent and 35 percent share of Celebrity ad volumes respectively in IPL 14. Whereas, during the first 22 matches, the number of categories decreased by 2 percent in IPL 14 compared to IPL 13.
