15 new categories advertised during IPL 16
According to a TAM report, Pan Masala continued to be the top spender on TV during all matches this season
As many as 15 new categories advertised during the 16th season of IPL, which concluded on May 29, compared to the previous season, an IPL advertising report by TAM has revealed.
According to the report, out of all 74 matches of IPL 16, the latter half of the matches saw a growth of 5% in total ad volume compared to the first 37 matches of this tournament.
The tally of categories, advertisers and brands also rose by 18%, 22% and 9%, respectively, during the last 37 matches compared to first the 37 matches this season, it said.
Pan Masala was the top advertiser this season, beating fantasy sports gaming /eCom gaming.
The report also said that top five advertising categories in IPL 16 accounted for 52% of the ad volume compared to 39% in IPL 15.
The top five categories were Pan Masala (15%), eCom-gaming (13%), biscuits (9%), aerated soft drink (9 %), and cellular phone service (6%).
Among the new categories, Biscuits topped the list followed by Dryfruit.
During the last IPL, eCom -gaming was the top spender followed by eCom-wallets, Pan Masala, eCom-Education and eCom-Online Shopping.
During IPL 16, the top five sponsors contributed 37% of ad volume, while the top five in IPL 15 accounted for 24% of ad share.
Sporta Technologies and K P Pan Foods were among the top 5 advertisers for both the seasons.
As per the report, the top 5 brands contributed 30% share of ad volumes in IPL 16, while the top 5 of IPL 15 contributed 21%.
Dream11.com, Kamala Pasand Silver Coated Elaichi and Tataneu App were among the Top 5 brands in both seasons.
The report also analysed ad length during commercial breaks during the IPL.
“During commercial breaks, 11-20 second ads were the most preferred, followed by less than 10-second ads. Ads with 40+ seconds had only 0.1% ad insertion share,” the report said.
