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T20 matches turn money-spinners with 47% share of commercial ad volumes in 2016: TAM Media

02-March-2017
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T20 matches turn money-spinners with 47% share of commercial ad volumes in 2016: TAM Media

The fast format T20 games have definitely been raking in the moolah for broadcasters. Advertising share during the T20 format was the highest at 47% in Y2016 on the back of three major T20 tournaments like Vivo IPL 9, ICC T20 Cricket World Cup 2016 and Micromax Asia Cup T20 2016, according to data shared by TAM Media Research.

 Ad volumes during T20s increased by 77% in Y2016 compared to Y2015, more than two times the growth in ad volumes compared to Y2014. The format of Asia Cup was changed for the first time from ODI to T20. In ICC T20 World Cup 2016, the Indian team managed to reach semi-final stage of the tournament.

Asia Cup T20 2016 and ICC T20 WC 2016 had high influence on Y2016 with T20 advertising showing the highest count for categories, advertisers and brands. With no big ticket T20 events in Y2015, the year drew the least number of categories, advertisers and brands during T20s.

Cellular Phones-Smart Phones topped the list of ads with 15% share of ad volumes during T20s followed by 'Internet Services-B2C & Online Shopping' with 11% share during Y2016. Oppo India was the top Advertiser and its Brand Oppo F1/F1 Plus and Oppo F1 standing at 4th and 7th rank in Top 10 Brand list.

Internet Services-B2C & Online Shopping, Cars/Jeeps, Tyres, Pan Masala/Zarda/Gutkha, Air Conditioners and General Internet Service witnessed positive rank shift. Oppo India , Vishnu Packaging, MRF Ltd and Ceat India stepped up by more than 40 positions in their rankings during Y 2016 compared to Y 2014 during T20 format matches.

Top 5 T20 Events based on Ad Volumes (Y 2014 - Y 2016)

IPL continues to be the top Tournament each year, with highest share of commercial ad volumes among all T20 Events. ICC T20 World Cup ranked second in Y2016 and came at third spot in Y2014 in terms of ad volumes. Among other domestic T20 events Celebrity Cricket League (CCL) and Karnataka Premiers League (KPL) were present in Top 5 list of T20 Events.

Celebrity Endorsed Ads During T20s  Y 2016

During commercial breaks of T20s, Hrithik Roshan and Sonam Kapoor were the top Celebrities with 13% share each, both celebrities endorse Oppo Mobiles. M S Dhoni topped with 30% share of advertising and was ahead of Sachin Tendulkar, who ranked second among Sports Person with 10% share. M S Dhoni and Virat Kohli endorsed highest number of brands (i.e. four each) among all sport personalities during commercial breaks of T20s played in Y 2016.

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