Television

IPL 8: Vodafone, Amazon dominate advertising blitz

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MUMBAI: The ongoing season of the Indian Premier League (IPL) saw telecom operator Vodafone Cellular as the top advertised brand on the basis of secondages during the live coverage.

As per Television Audience Measurement’s (TAM) analysis, Vodafone was closely followed by e-commerce giant Amazon.in, which is IPL's presenting sponsor this season.

Invading new territories PayTm.com was placed in the third position, while the Aamir Khan endorsed brand Snapdeal.com bagged the fourth berth.

The fifth spot was occupied by the ad for Vimal Pan Masala featuring Ajay Devgn, signifying the brand's 25 years celebration.

Websites like Cardekho.com, Freecharge.in and Cartrade.com also featured in the list of top ten brands.

On the other hand, the on screen presence was dominated by ACC Cement, which was closely followed by PayTM.com. Brands like Yes Bank, Intex Aqua Speed, Amazon.in and Vodafone Cellular Phone Service followed in chronological order.

TAM’s analysis reflecting on ground presence of brands - Instadia, successfully managed to penetrate through the lenses and grab a slot in the television screen during the match. The category saw title sponsor Pepsi (the cola giant) in the pole position, followed by Pepsi IPL (the cricket tournament). Star India’s VOD platform Hotstar, which is also the official online streaming partner of IPL, is placed in the third spot. Yes Bank and Vodafone Cellular Phone Services followed at the fourth and fifth spot respectively. It must be noted that Hotstar is the sponsor of ‘Hotstar of the Match’ award, whereas Vodfone has ‘Fan of the Day’ and Yes Bank sponsors the ‘Maximum Sixer Award.

Snapdeal brand ambassador Aamir Khan led the celebrity chart on the basis of ad volumes, followed by Ajay Devgn and Indian cricket team captain MS Dhoni.

The list of new advertisers that were endorsing in the multi-million dollar tourney for the first time was led by PayTm.com. Intex Technologies and Vimal Pan Masala and Cardekho.com followed in descending order.

IPL 8 viewership up 23 per cent cumulative reach up 2 per cent

The eight edition of the IPL also received a boost in viewership. As compared to IPL 7, 23 per cent more fans tuned in to various channels of Multi Screen Media (MSM) to enjoy IPL action. After 45 matches, the current season registered 9,823 TVTs (000’s) whereas in 2014 the championship manage to garner 7,985 TVT’s (000’s) after same number of matches.

The cumulative reach also went up compared to the previous edition. After 45 matches IPL 8 garnered 182 million viewers as compared to 179 million in 2014 edition, which signifies a growth of two per cent.

The average time spent witnessed a growth of nine per cent as the current registered 45.04 minutes per match compared to 41.22 minutes of 2014 edition.

IPL 8's viewership so far has been dominated by males aged between 15 to 24 and 35 above. 

Source: TAM Peoplemeter System; TG: CS 4+ Yrs, Market: All India; Period: 8 April – 9 May, 2015; IPL 7: 45 matches played between 16 April – 19 May, 2014

To view the entire presentation, click here.

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