In the 17th season of the Indian Premier League (IPL), spanning 55 matches, the number of advertising categories increased by 45% compared to the previous season, going from over 45 to over 65 categories. Also, the number of advertisers went up by 29%, from over 60 in IPL 16 to over 75 during the ongoing season, 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 13%.
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 11% 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 45% 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 8%. The top five advertisers in IPL 17, together contributed 35% share of ad volume.
In the current season of IPL, there are 34 new advertising categories introduced and 107 new brands emerged during the 55 matches, compared to IPL 16. Parle Food Products secured the first position, with Fogg following closely in second place among the top five brands in IPL 17.
Dabur Real Range was the top brand on Hindi+English language channels. Whereas, Mobil Super/Mobil Super Moto secured first position on regional language channels. During the 55 matches of IPL 17, there were total 100 brands that advertised on both Hindi+English language channels and regional language channels with Parle Food Products leading the list.
