Indian Premier League (IPL) on TV has witnessed 18 new categories and 61 new brands advertised in the first 25 matches of the ongoing tournament compared to same no. of matches in 2022 edition of the league.
IPL 2023 has also seen a strong participation from the food & beverage (F&B) category of advertisers in the first 25 matches of the league. Among the top five new categories of advertisers, four of them belonged to F&B sector.
Among the 61 new brands, ‘Airtel 5g Plus’ was the leading brand followed by ‘Parle Platina Hide & Seek Bourbon’. Vivo V27 Series, Thums Up Charged and Joy Hello Sun Sunblock Anti-Tan Lotion were the other three brands in the list of top five advertisers.
According to TAM data, the top five categories in IPL 16 together had 58 percent share of ad volumes.
In this edition of the tournament, E-com-Gaming and Pan Masala, retained their first and second positions respectively throughout all the 25 matches. While E-com-Gaming had an advertising share of 19 percent followed by Pan masala (15 percent), aerated soft drinks (9 percent), biscuits (8 percent) and cellular phone services (7 percent).
This is in sharp contrast to IPL 15 where online based companies dominated the top five categories of advertisers. Interestingly E-commerce-Gaming and Pan Masala were the only common categories between IPL 16 and 15.
The top advertisers contributed 39 percent share of Ad Volumes during 25 matches of IPL 16.
During IPL 16, Sporta Technologies, the parent company of Dream11, retained its first position and managed to be in the top five list of advertisers throughout all the 25 matches. It is also the only common and top advertiser in IPL 2023 and 2022 edition of the tournament.
Meanwhile, the number of advertisers during the matches (1-12) and matches (13-24) in IPL 16 have remained nearly stable. Whereas the count of categories grew in matches (13-24) during IPL 16 compared to matches (1-12). Therefore, for a total 25 matches there were over 30 categories and 45 advertisers.