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IPL3 brand wagon falls short of matching Season One’s might

30-April-2010
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IPL3 brand wagon falls short of matching Season One’s might

IPL3 is over and now it’s time to take stock of the commercial aspects of it. A total of 143 commercial brands advertised during IPL3, which is the second highest number after that of Season One. These are the findings of AdEx India for period March 12 to April 25, 2010 during IPL3.

The inaugural season had the highest number of commercial brands that advertised during IPL – 157 brands. Season Two had128 commercial brands, the reason for this low turnout could be because the tournament was shifted to South Africa. According to AdEx, the commercial ad volumes during IPL3 were 43 hours, as compared to 37 hours in 2009 and 31 hours in 2008.

The top five advertisers during IPL3, that is, live telecast of the match, were Vodafone Essar Ltd, Samsung India Electronics Ltd, Tata Teleservices, Hyundai Motor India Ltd and Bharti Airtel Ltd. The top five categories during IPL3 were cellular phone service, cellular phones, aerated soft drink, cars/jeeps and television sets.

The top five brands that emerged during IPL3 were Vodafone Cellular Phone Service, Tata Docomo, Idea Oongli Cricket, Airtel Cellular Phone Service and Videocon Mobile Services.

According to TAM Sports, for all India market in the CS 4+ category, the average TVR of the last 59 matches during IPL3 was 4.5 per cent, as compared to 4.1 per cent in Season Two and 4.7 per cent during the inaugural season.

The average TVR for matches held from April 18-24, 2010 was 4.8 per cent. During these six matches, the match between Mumbai Indians and Royal Challengers Bangalore, which also happened to be the first semi final match in Season Three, received the highest TVR of 7.4 per cent. The second semi final match between Deccan Chargers and Chennai Super Kings received the second highest TVR of 5.8 per cent.

Not surprisingly, cumulative reach for the last 59 days for IPL3 was 142 million, the highest reach so far, as compared to IPL2, which had a cumulative reach of 122 million, and Season One’s cumulative reach of 102 million.

IPL3 also provided the highest reach during the semi finals at 92 million as compared to the previous two seasons. The figures stood at 74 million and 62 million for Season Two and Season One, respectively. The semi final match between Mumbai Indians and Royal Challengers Bangalore during IPL3 provided a higher reach than the second semi final match between Deccan Chargers and Chennai Super Kings, which had a reach of 44 million.

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