MAM

IPL8: Internet services & B2C grab eyeballs; Vodafone tops brands chart

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MUMBAI: A total of 52 brands from 28 categories have garnished the commercial breaks between overs and fall of wickets so far in the Pepsi Indian Premier League (IPL) season 8. 

Amongst all the categories, Internet services and B2C categories topped the chart with 29 per cent share of ad volume. It must be noted that e-commerce ventures like Amazon, PayTm also fell under the same category. Amazon upgraded itself as a presenting sponsor of the flagship franchisee cricket tournament.

On second spot stood cellular phone services with a share of 11 per cent of ad volume, whereas cellular phones – smart phones category with a 10 per cent share of ad volume was on the third spot. Two wheelers and aerated drinks were ranked fourth and fifth with shares of eight and six per cent respectively.

The pole position in brands chart was acquired by Vodafone cellular phone service (8.4 per cent share) closely followed by Amazon.in (8.03 per cent share). DTH player Tata Sky, which recently launched a multi film series ad campaign called ‘Daily Dillagi’ exclusively for the IPL, ranked third in the list of brands with top ad share. Paytm and Snapedeal.com followed at fourth and fifth spot respectively.

• Parameters

1. Source : TAM Media Research

2. Channel: SONY MAX || SONY SIX || SONY AATH || SONY KIX

3. Period: 8 April - 18 April, 2015

4. Match: Match 01 - Match 14

Commercial Advertising: A period of time when commercial ads are shown during live telecast of the match at events like over change, fall of wicket etc.  

• Highlights:

  • A total of 57 brands were present during Commercial Breaks of IPL 8 matches on Sony Max, Sony Six, Sony Aath and Sony Kix.
  • Twenty-nine per cent share of ad volumes during IPL 8 matches was from 'Internet Service - B2C & Online Shopping' category under which brands Amazon and paytm topped.

· Notes:

1. Only Live matches excluding Pre-Mid-Post Match analysis

2. Report based on Pure Advertising duration i.e. it excludes Program Promotion ads, Franchisee ad, Cricket Board (BCCI) and Official Broadcaster (Max)

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