The average advertising volume per channel per match increased by 20% this Indian Premier League, which concluded on May 26, 2024, compared to IPL 16. According to the Commercial Advertising Report by TAM Sports, a division of TAM Media Research, ad volumes rebounded in this season after a 50% drop in IPL 16 over its previous year.
The eliminator match of IPL 17 witnessed the highest growth compared to the same match of IPL 16. Indexed ad volume grew in all the stages of IPL 17 compared to similar stages of IPL 16, it highlighted.
The report analysed ad volumes for advertising across 25 channels for IPL 17 and 26 channels for IPL 16. The study was conducted on all live matches during IPL Season 17 and 16 only i.e. excluding the pre-mid-post.
Category of advertisers
According to the report, the tally of categories, advertisers, and brands increased during IPL 17 compared to IPL 16 — all three rose by 40%, 26%, and 21% respectively during IPL 17 compared to IPL 16.
Pan Masala topped IPL 17 and IPL 16, and online-gaming slid down to third place in IPL 17 over 2nd in the last season. During IPL 17, the top five categories accounted for 43% of total ad volume, compared to 52% in IPL 16.
The report revealed that Parle Products topped in terms of advertising with 10% share during this year’s season, replacing Dream 11 (in the last season).
Overall, this year, there were more than 30 new categories compared to IPL 16, and more than 10 categories that did not feature in IPL 17 compared to IPL 16. Among the top five advertisers that were common between this year’s season and the last year were Sporta Technologies, K P Pan Foods and Vishnu Packaging. Among the new categories, Range of Food Products topped the list followed by Securities/Sharebroking Organization.
Additionally, during commercial breaks, 11 – 20 second ads were the most preferred, followed by < 10 second ads, this year. Ads with 40+ seconds had only 0.1 % ad insertion share.