IPL 15: ad volumes up 11% compared to IPL 14
According to estimates from TAM Sports, a division of TAM Media Research, advertising volumes for the just-concluded 15th Indian Premier League (IPL) have increased by almost 11% per channel compared to last season of the T20 league. Advertising volume estimates are based on viewable ads on the 21 Star India Network channels, which aired IPL this year.
Overall, the e-commerce segment, spanning all categories, accounted for nearly 32% of total listing volume on IPL 15.
The e-commerce gaming segment leads the ad volume chart with a share of nearly 13% of total ad volume, followed by the e-commerce wallet category with an 8% share. Pan Masala (7%), online education (6%) and online shopping (5%) were also among the top five categories announced during the recently concluded IPL15 season. “Across the 74 matches of IPL 15, the top five categories accounted for 39% of total ad volume,” the report added.
The top three advertisers
Sporta Technologies (Dream Sports), Think & Learn Pvt Ltd (BYJU’s) and Tata Digital emerged as the top three advertisers for IPL 15, according to TAM Sports estimates.
This season also saw over 20 new categories announced during matches, which had not been announced the previous season. This included “e-commerce car rental services, mortgages, two-wheelers, ATM/debit card machines, shaving/razor systems”.
However, while ad volumes were up in IPL 15 compared to IPL 14, there was a drop in the number of categories, advertisers and brands. “The total number of categories, advertisers, and brands dropped by 21%, 13%, and 21%, respectively, in IPL 15 compared to IPL 14,” the report said.
Shorter ads were all the rage. “During commercial breaks, 10-20 second commercials were most preferred, followed by 21-40 second commercials,” the TAM Sports report added.
June 07, 2022