Mumbai: The recent TAM Sports report for commercial advertising during the 74 matches of IPL 16 has been released.
As per the report, the last half of the matches of IPL 16 witnessed five per cent ad volume growth - indexed ad volume during match 38 to match 74 grew compared to match 1 to match 37 of IPL 16.
The tally of categories, advertisers and brands increased during the later half of the IPL 16 compared to earlier half. The tally of categories, advertisers and brands rose by 18 per cent, 22 per cent and nine per cent respectively during the last 37 matches compared to the first 37 matches of IPL 16.
Among the top five categories in IPL 16, three of them belonged to the F&B sector. Pan Masala topped IPL 16, while it ranked third in IPL 15, whereas the topper of IPL 15, ecom-gaming slid down to second place in IPL 16. During IPL 16, the top five categories accounted for 52 per cent of total ad volume, compared to 39 per cent in IPL 15.
Sporta Technologies topped in terms of advertising with a 10 per cent share during IPL 16. During IPL 16, the top five sponsors contributed 37 per cent of ad volume, while the top five in IPL 15 contributed 24 per cent. Sporta Technologies & K P Pan Foods among the top five advertisers were common between IPL 16 and IPL 15.
Dream11.com was the leading advertised brand during both IPL 16 and IPL 15. The top five brands contributed a 30 per cent share of ad volumes in IPL 16, while the top five of IPL 15 contributed 21 per cent. Dream11.com, Kamala Pasand Silver Coated Elaichi and Tataneu App among the top five brands were common between IPL 16 and IPL 15.
In IPL 16, there were 15+ new categories compared to IPL 15, and 37 categories that did not feature in IPL 16 compared to IPL 15. Among the new categories, Biscuits topped the list followed by Dryfruit.
In terms of usage of ad length during commercial breaks of IPL 16, 11 - 20 second ads were the most preferred, followed by < 10 second ads. Ads with 40+ seconds had only 0.1 per cent ad insertion share.
