Five categories dominated airwaves during Tokyo Paralympic Games

TV ad volumes on Tokyo Olympics far outstripped Tokyo Paralympics.

Mumbai: The top five categories contributed up to 95 per cent of ad volumes on TV during Paralympics 2020, according to data by TAM Media Research. Considering the combined ad volumes for Tokyo Olympics and Tokyo Paralympics, the latter contributed only 17 per cent to total ad volumes, the data revealed.

The top five categories only contributed to 41 per cent share of total TV ad volumes during Tokyo Olympics 2020 showing that Olympics attracts a far greater depth of advertisers.

TV ad volumes during the telecast of Paralympic Games were dominated by categories such as corporate/brand image, life insurance, corporate-financial institute, aerated soft drink, and e-commerce-media/entertainment/social media. The top three categories combined contributed 86 per cent share of ad volumes.

The top five brands for the Paralympics include LIC Corporate, LIC New Jeevan Anand, AMFI, Thums Up, and Watcho. The top five brands for the Olympics include JSW Group, MPL Sports Foundation, AMFI, Thums Up, and BYJUs learning app.

Both the events attracted common categories. Among the top five categories, three including life insurance, aerated drinks, and corporate-financial institute were common categories. Association of Mutual Funds India (AMFI) was the only common brand among the top five brands visible during both events.  

Ad rolls of 20-40 seconds were most utilised during the Paralympics with 98 per cent share of ad volumes, as per the data.

(Source: TAM Sports | Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads | all matches of Paralympic, 2020; only live matches; excluding pre-mid post programs | Channels – Tokyo Paralympic, 2020: two Eurosport channels + DD Sports | Tokyo Olympic, 2020: 10 Sony network channels + DD Sports)

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