During the 17th season of the Indian Premier League (IPL), spanning 39 matches, the number of advertising categories increased by 51%, from over 40 in IPL 16 to more than 60 in IPL 17. Additionally, the count of advertisers increased by 38%, rising from over 50 in IPL 16 to more than 70 in IPL 17, according to TAM Sports’ latest report.
Ecom-Gaming emerged as the leading advertising category in IPL 17, capturing the highest share of ad volumes at 16%.
The Food Products category ranked second among the top five categories, representing 11% of the ad volumes, followed closely by Pan Masala, which accounted for 10% of the ad volume. Notably, Ecom-Gaming and Pan Masala maintained their presence as consistent categories in both IPL 17 and IPL 16.
When it comes to what’s common between IPL 17 and IPL 16, the report highlighted that among the top five categories in IPL 17, two of them belonged to F&B sector. Moreover, together the top five categories present in IPL 17 covered 46% share of ad volume.
In terms of top advertisers, Parle Products secured the top position in IPL 17 with an 11% share of ad volumes, followed by Sporta Technologies (Dream11.com) at 9%. The top five advertisers in IPL 17, together contributed 36% share of ad volume.
In the current season of IPL, there were 35 new advertising categories introduced and 96 new brands emerged during the 39 matches, compared to IPL 16. Among the top five new categories, two belonged to the E-Commerce sector. Parle Food Products secured the first position, with Fogg following closely in second place among the top five brands in IPL 17.
The report highlighted that during the 39 matches of IPL 17, there were total 87 brands that advertised on both Hindi+English language channels and regional language channels with Parle Food Products leading the list.
