E-commerce dominates top 5 categories during first 4 matches of IPL 13: TAM AdEx

The TAM AdEx Sports-IPL 13 Advertising Report has revealed that the top five categories, most being in the ecommerce space, have accounted for more than 40% share of ad volumes during the first four matches of IPL-13. 

Dream11 along with VI Cellular Phone Service, PhonePe, BYJU’S and Oppo F17/F17Pro have emerged as the top five brands during this season of the Indian Premier League for the first four live matches.

According to the report, the top five advertisers and brands have contributed more than 20% share of ad volumes in the same period. The top five categories had more than 35% share of ad volumes. Oppo India and FX Mart (PhonPe) were common in the top five list of both IPL 12 and IPL 13.

Three of the top 5 categories were in common for the current and the last IPL season, namely Cellular Phones-Smart Phones, Ecom-Wallets and Ecom-Gaming. Among these Cellular Phones-Smart Phones was on top during the first four matches of both seasons.

IPL 13 has witnessed over 20 new categories and 90+ brands as compared to the previous season. Among the new categories, ‘Cellular Phone Service’ topped the list followed by Corporate-Sports, Corporate- Financial Institutions, Internet Service Providers and E-commerce Pharma/ Healthcare. Among the 90+ new brands, VI Cellular Phone Service topped the list followed by BYJU’S Classes, Oppo F17/F17Pro, Kamla Pasand Pan Masala and Whitehat Jr. 

There were also some common and exclusive brands on National (Hindi+English) Sports Channels versus Regional Sports Channels. As per the report, there were over 15 exclusive brands that advertised on English+ Hindi Language sports channels and over 10 exclusive brands that were advertising on regional sports channels. Also, Oppo Reno4 Pro was top exclusive brand on Hindi+English language sports channels, whereas Asian Paints leads the exclusive brands on regional sports channels.

Dream11.com was a common top brand on Hindi+English language channels and Regional language channels in IPL 13. There were a total of 75+ common brands on Hindi+English language channels and Regional language channels.

Being the big live cricketing event of the year, the tally of Categories, Advertisers and Brands increased in IPL 13 over IPL 12. The number of Advertisers and Brands grew by 23% and 14% respectively in IPL 13 compared to IPL 12, whereas categories only grew 4% in IPL13. 

The count of TV channels during IPL13 stands at 21 while in the last series it was at 24.