MUMBAI: TAM Sports, TAM Media Research‘s division that specialises in measuring the sports sponsorship RoI, has done an assessment on IPL 3 and 4 focusing on the dynamics of TV audience and sponsorships.
This series of TAM Sports publishing aims at benefiting sports association, broadcasters, advertisers and sports marketing consultancies and help them understand the complexity involved in expecting RoI, TAM said in a statement. The initiative started with IPL season 1 and also has a book on IPL season 2.
TAM Media Research CEO LV Krishnan said, "Based on the overwhelming response to our earlier book series of IPL 1 and 2, we at TAM Sports are glad to release the combined book volumes of IPL 3 and IPL 4. These two volume continues to highlight the insights on the sports sponsorship RoI on various Platforms - instadia, on-player and on-screen - to the industry along with throwing light on the tournament viewing analysis like audience profile, how various markets have responded to the event, impact of IPL on other genres with a special new section on franchisee advertising and print in-content placement. While cricket has been a big focus from TAM Sports due to its large audience and advertising base, we will also continue to provide more such insights on other sports like F1, Tennis and Football as well to serve the respective industry for its business requirements."
TAM Sports‘ IPL 3 and 4 books include an in-depth study on the event‘s viewership dynamics, commercial and non-commercial advertising (product placement) that brings out the nuances with respect to visibility of brands and branding units along with a comparison across seasons. It offers a detailed study on consumer impressions, brand placement, on-screen and instadia advertising along with a special section on the franchisee advertising done during IPL Season 3 and 4. One part of this offering also includes the analysis on PR exposure received by franchisees and various brands associated with it.
According to TAM Sports‘ IPL study, IPL seasons were successful in reaching maximum audiences year on year. IPL Season 3 reached to 41+ million audiences whereas IPL 4 reached to 46+ million viewers. IPL 3 and 4 both garnered maximum contribution from CS 35+ age group whereas IPL Season 4 has seen increase in kids viewing. In comparison with IPL 3, IPL 4 witnessed 33 per cent growth in overall advertising while commercial, on-screen and instadia advertising witnessed a growth of 21 per cent, 50 per cent and 33 per cent respectively. Commercial advertising during IPL Season 4 increased by 21 per cent as compared to that of IPL Season 3. IPL 4 saw utilisation of 60+ instadia platforms. On player advertising has witnessed 37 per cent growth. 57 brands got exposure through 16 accessories platforms and contributed 2 per cent share of the total Instadia advertising.
