During the 17th season of the Indian Premier League (IPL), spanning 48 matches, the number of advertising categories increased by 40%, from over 40 in the last season of the league to more than 60 in IPL 17, according to TAM Sports‘ latest report.
Additionally, the count of advertisers increased by 33%, rising from over 55 in IPL 16 to more than 75 in the ongoing season.
Ecom-Gaming emerged as the leading advertising category in IPL 17, capturing the highest share of ad volumes at 14%.
The Food Products category and Pan Masala ranked second and third, respectively, among the top five categories, representing 11% of the ad volumes. 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 the ongoing IPL season 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 35% share of ad volume.
Sporta Technologies and Vishnu Packaging were the common advertisers present among top five of IPL 17 and IPL 16, the report stated.
In the current season of IPL, there are 32 new advertising categories introduced and 101 new brands emerged during 48 matches, compared to IPL 16.
Among the top five new brands in IPL 17, Parle Food Products secured first position followed by Fogg on second position.
The report highlighted that during the 48 matches of IPL 17, there were total 94 brands that advertised on both Hindi+English language channels and regional language channels with Parle Food Products leading the list.
