According to an exclusive trend report by Technology Marketing Platform SilverPush on the ongoing Indian Premier League, Season 9 is witnessing fierce competition among brands from segments like automobiles, ecommerce and mobile handset manufacturers; with each category coming out with a unique strategy to target audiences.
The report also unravels how advertisers are striking the right balance between TV and Digital without preferring one medium over the other, as has been the trend so far.
Here are some highlights of the SilverPush report on advertising trends in IPL 9:
Top brands by spots
The top 11 brands show how Oppo has retained its position with almost 15% SOVs even post World Cup T20. The title sponsor, Vivo has not been able to qualify into the top ten, and is ranked at the 11th spot.
According to the report, the two ecommerce giants, Flipkart and Amazon have captured almost 24% of the market when compared with the top 11; while the two mobile handset players, Oppo and Vivo are holding almost 20% of the market share. These two categories - ecommerce and mobile handsets have been fierce competitors for long. However, the automobile segment, led by Brezza and Ceat, collectively contributes to about 20% of the market share as shown above, and are amongst the top competitors in the IPL ad space.
Top industry by spots
Ecommerce is in the lead, which is not surprising as it is an exhaustive category inclusive of the fields of travel, recharge, retail shopping and even housing. But the automobile segment - cars, bikes and accessories - has taken TV by storm, leading its competitors by a huge margin. This is a change from the T20 World Cup, where electronics category was leading with mobile handsets, holding nearly 30% of SOVs among the top ten brands.
According to the report, the top industries during the T20 World Cup, like Communication and Housing & Construction, have not been able to sustain their clout in the IPL. However, the education segment is a new entry, with BYUJ’s Classes adopting an aggressive stance on TV.
A sneak peek into automobiles
This industry is number 2 with respect to total spots aired. Advertisers are making full use of the IPL season to flood the TV screens with bikes and cars zooming by on safe tyres. This segment has been active since the T20 World Cup, where it was ranked third.
If this category is divided further, with regard to number of spots, cars lead the way, with tyres close behind and bikes coming in last.
Brezza hits a sixer
Maruti Suzuki Vitara Brezza has been an aggressive advertiser in the IPL so far. The TVC is aimed at the adventure enthusiasts and the spotlight is on the new sharp features of Brezza. At the end, the call to action is an SMS or a phone call where more details about the car can be found.
The study compared three leading brands - Brezza, XUV 500 and Duster - only to find that Brezza’s efforts on TV are paying off very well as it has created an equivalent buzz on the digital platform too. Overall TV SOVs show that Renault Duster is also quite active on TV, but the digital buzz that Brezza has created is incomparable.
Speaking about the advertising trends in the ongoing IPL season, Mudit Seth, Co-founder & CMO SilverPush says, “The SUV car segment is the most active and the competition can be seen on Digital platforms as well. The exciting fact is that the TV SOVs are directly resonated on the digital world as well. With its TV to Digital transference platforms, SilverPush is able measure a 15% traffic surge on multiple digital platforms of the brands during IPL breaktime.”
As per the report, brands are rightly targeting TV during the biggest marketing event, but they need to optimize the micro moments created digitally so that their hard work on TV shows the desired effect across the digital platforms.
The report underlines that in these times it is important to sync the TV and digital activity. Letting a customer go is a wasted opportunity and the market is in need of a solution to tap into resources considered as lost. With more innovative techniques disrupting the advertising market, striking the right balance between TV and Digital is the need of the hour.
The research has been carried out on Sony MAX, Sony ESPN, Sony Six, Sony ESPN HD and Sony Six HD over the course of the IPL matches, between 9 April 2016 to 23 April 2016.