Gaming continues to be top spender on TV during IPL 2023: TAM report
14 new categories and 53 new brands advertised in 16 matches of IPL this season compared to the same number of matches in IPL 15
The e-commerce gaming category maintained its top position on TV during IPL 16 as it was for IPL 15, according to the TAM advertising report on the ongoing Tata IPL 16.
According to the report, 14 new categories and 53 new brands advertised in 16 matches of IPL this season compared to the same number of matches in IPL 15. Overall new categories consisted of three e-commerce categories during IPL 16.
IPL 16 also saw a growth of 15 per cent and 11.11 per cent in the count of categories and advertisers, respectively, compared to IPL 15.
Among the 53 new brands, Airtel 5G Plus was the leading brand followed by Parle Platina Hide and Seek Bourbon. Out of the top five new brands, two of them belonged to the food and beverage (F&B) sector and two from the Telecom sector, the report said.
Top five new brands include – Airtel 5G Plus, Parle Platina Hide and Seek Bourbon, Vivo V27 Series, Thums Up Charged, Joy Hello Sun Sunblock Anti-Tan Lotion.
Top five new categories include biscuits, moisturising lotions/creams, luggage, tyres and Ecom-auto products and services.
25 categories which were in IPL 15 did not make their way in IPL 16.
eCommerce-gaming and Pan Masala retained their 1st and 2nd position in IPL 16. These two were the only common categories between IPL 15 and 16.
As per the report, the top five categories, out of which three are from F&B sector, together had 57 % share in the Ad volumes in IPL 16.
It said that the top five advertisers contributed 38 % share of ad volumes during 16 matches of this IPL.
Top advertisers for IPL 15 were Sporta Technologies (Dream11.com), K P Pan Foods, Dreamplug Technologies (Cred), Bundi Technologies (Swiggy) and PepsiCo.
Top advertisers for this year’s IPL are Sporta Technologies (Dream11.com), K P Pan Foods, Coca Cola India, Bharti Airtel and Vishnu Packaging.
The percentage share (based on Ad Volumes) of Sporta Technologies (Dream11.com) and K P Pan Foods, increased from 7% and 4%, respectively in IPL 15 to 11 % and 8% in IPL 16.
