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Pro Kabaddi League-4 registered 15% growth in ad volumes: TAM Media Research

17-August-2016
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Pro Kabaddi League-4 registered 15% growth in ad volumes: TAM Media Research

The fourth season of Pro Kabaddi League (PKL) has gained maximum traction from brands as per the latest data gathered by TAM Media Research.  During 60 matches of fourth season, 19 advertisers promoted 27 brands across 18 categories in PKL. Compared to PKL Season 3, 15% growth in ad volumes was witnessed in PKL Season 4. It had dropped by 6% in Season 3 compared to Season 2.

The latest season had a total of 12 sponsors compared to nine in season 3 and included brand associations with Airtel and SBI, among others. A total of 57 hours of advertising was registered during the 4th Season of PKL.

Corporate - Durables was the top advertised category with 14% share of ad volumes followed by 'Cellular Phones - Smart Phones' and 'Perfumes/Deodorant' with 13% and 12% share respectively.

Share percentage based on Ad Volumes

Bajaj Electricals had the maximum share of advertising. The top 10 advertisers had 84% share in this season.  Also, among the advertisers, Britannia Industries showcased the highest number of brands including Britannia Nutri Choice Oat Cookies, Britannia Mariegold, Britannia Tiger Kreemz and Britannia Bourbon.

Among the brands Bajaj Electrical, Airtel Cellular Phone Service and Gionee Marathon M5 Plus gained the maximum share of 14%, 11% and 11% respectively.

Interestingly, Amazon.in was the only brand under the category of Internet Service - B2C & Online Shopping which managed to rank in top 10 list despite decision to advertise after 40 matches.

Promo hours  

When it comes to promotion around 849 hours of promos of Pro Kabaddi League Season 4 were advertised on television, both prior and during the tournament.  Also, two weeks prior to the league the ad volumes shot up and the week (that it started) 156 hours of ads were showcased.  A total of 54 hours of promos were telecast for final and semi-finals, out of which eight hours of promos were exclusively meant for the final match. The promos were showcased across 99 channels with 67% volumes on 28 channels of Star Network alone.

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