In the 17th season of the Indian Premier League (IPL), spanning all 74 matches, the average ad volume per channel per match increases by 20%, compared to IPL 16, as per the latest report by TAM Sports.
The report also stated that categories, advertisers, and brands tally increase by 40%, 26%, and 21% respectively during IPL 17 compared to last IPL.
Dream11.com, Vimal Elaichi Pan Masala, and Kamala Pasand Silver Coated Elaichi were among top five common brands in IPL 17 and IPL 16. Among the new categories, Range of Food Products topped the list followed by Securities/Sharebroking Organisation.
This IPL season introduced over 30 new categories and more than 10 categories that did not feature in IPL 17 compared to IPL 16. Moreover, Pan Masala topped in IPL 17 and IPL 16; Ecom-Gaming dropped to 3rd place in IPL 17 from 2nd in IPL 16.
During IPL 17, the top five categories accounted for 43% of total ad volume, compared to 52% in IPL 16. During the latest IPL season, the top five sponsors contributed 33% of ad volume, while the top five in IPL 16 contributed 37%.
Sporta Technologies, K P Pan Foods and Vishnu Packaging among the top 5 advertisers were common between IPL 17 and IPL 16. Also, top 5 brands contributed 32% share of ad volumes in IPL 17, while top 5 of IPL 16 contributed 30%.
As per the report, 11-20 second ads were most preferred during commercial breaks in IPL 17, followed by less than 10 second ads. Ads with 40+ seconds had only 0.1 % ad insertion share.
Ad volumes rebounded in latest IPL season after a 50% drop in IPL 16 over its previous year. Eliminator match of IPL 17 witnessed the highest growth compared to same match of IPL 16. Also, indexed ad volume grew in all the stages of IPL 17 compared to similar stages of IPL 16.
