Ad volumes spike by 16% as IPL 17 attracts new brands: TAM Sports

The excitement of the ongoing Indian Premier League (IPL) Season 17 continues to soar, and it's only expected to intensify as the playoffs and finale approach. With an increase in viewership, the opportunity for advertisers has also grown. This year, some new brands have entered the fray, capturing a significant share of ad volume compared to the previous season.

According to a report by TAM Sports, the indexed ad volumes per channel on television have grown by 16% from last year, based on an analysis of 55 matches in both seasons. The number of categories and advertisers for IPL 17 increased by 45% and 29%, respectively, from IPL 16.

While some advertisers and categories remained consistent across the two seasons, new players joined the list this year. E-commerce gaming and pan masala continued to be two of the top five categories in both seasons. Newcomers in the top categories this year included a range of food products, perfumes and deodorants, and air conditioners. Aerated soft drinks, biscuits, and cellular phone services rounded out the top five categories in 2023.

In IPL 17, two of the top five categories belonged to the food and beverage sector. The ad volume share for e-commerce gaming dropped by 2%, and pan masala saw a 5% decrease compared to IPL 16. Together, the top five categories in IPL 17 accounted for 45% of the total ad volumes.

The top advertisers for this IPL season include Parle Products (11%) and Sporta Technologies (Dream11.com) (8%). Common advertisers across the two seasons included K P Pan Foods, Vishnu Packaging, and Sporta Technologies. New top advertisers this season were Parle Products and Vini Product (Fogg). Together, the top five advertisers contributed to 35% of the ad share volume.

Compared to IPL 16, IPL 17 featured 34 new categories and 107 new brands. Among the top five new categories were entries from the food and beverage and BFSI sectors. Among the top five new brands, Parle Food Products secured the first position, followed by Fogg. Other brands on the list included AMFI (Association of Mutual Funds in India), Puro Healthy Salt, and Lloyd Designer AC.

Missing from this season were the top five categories of IPL 16—biscuits, cellular phone services, tyres, moisturising lotions/creams, and e-commerce and auto products and services.

Among the national language channels (Hindi and English), Dabur Real Range was the leading brand, followed by Amazon Prime Video, Dabur Red Bae Fresh Gel, Espncricinfo App, and Dabur Cool King Thanda Tel. Mobil Super/Mobil Super Moto was the exclusive top brand for regional language channels, followed by Ashirvad Weatherguard Tanks, Campa Cola, Dabur Red Paste, and Probo.In.

During the 55 matches of IPL 17, a total of 100 brands advertised on both Hindi and English, and regional language channels, with Parle Food Products emerging as the top advertiser. Other top brands included Vimal Elaichi Pan Masala, Dream11.Com, Fogg, and Kamla Pasand Silver Coated Elaichi.