IPL2: Cellular phone services still most viewed, but FMCGs too gain traction
TAM AdEx data has again put Vodafone as the most visible brand during the Indian Premier League Season 2 from April 18 to May 9, 2009. Nevertheless, a couple of matches have also shown FMCG brands like Lifebuoy Total and Ponds also increasing their share.
According to the TAM AdEx data Vodafone continues to be the most visible brand during the Indian Premier League Season 2 from April 18 to May 9, 2009. During this period, cellular phone services alone scored 20 per cent of the share – Vodafone Cellular phone service 12 per cent; Airtel Cellular phone service 6 per cent; and Tata Indicom Cellular phone service 2 per cent of the share. Among the rest, LG Group (Electronics) scored 2 per cent, while Airtel Digital TV scored 3 per cent of the share, and these are among the top five commercial brands.
On screen brands DLF IPL scored a whopping 79 per cent of the share, while iplt20.com and Amity University scored 6 per cent and 3 per cent of the share, respectively. Among the 35 matches played during the period April 18 to May 9, the number of brands in commercial advertising numbered 138, while that of ‘On Screen’ advertising stood at 98. The top five brands during this period contributed to 25 per cent of the overall commercial advertising, while 90 per cent of the on screen advertising was done by top five on screen brands.
What is also interesting is that amid the cellular phone services brands for commercial advertising, FMCG brands were also gaining some traction, at least for couple of the matches played. Nevertheless, the commercial advertising was dominated by cellular phone services. The IPL match played on May 12 between Royal Challengers Bangalore and Kolkata Knight Riders, and Mumbai Indians and Kings XI Punjab again saw the number of commercial advertisements dominated by cellular phones, however, Lifebuoy Total scored 5 per cent of the share, which is the second most visible ad of that day, while Vodafone, which was still most visible, scored 9 per cent of the share.
The matches played between CSK and Mumbai Indians, and KKR and Deccan Chargers May 16 saw yet another FMCG brand, Pond White Beauty, as the second most visible brand with 6 per cent of the share, while Vodafone still remained the most visible commercial ad with 8 per cent of the share. May 17 put Lifebuoy as the third most visible brand with 5 per cent of the share, while the rest was dominated by cellular phone brands.
