Since IPL-7, when the E-commerce category began advertising in IPL, the dedicated ad spends have been ever increasing, stacking on top for the last two IPL editions.
However, this year, the story is unfolding differently. According to data sourced from TAM Media Research, the Mobile Handsets and Telecom Services category together accounted for 32% of the total advertisements during the live telecast of the first 15 matches.
Heavy advertising by BBK Electronics-owned Chinese handset brands Vivo and Oppo, who are vying for viewers’ attention being comparatively new players in the market, together have 16% ad-share in the category, with the category total being 20%. Lenovo-owned Motorola G5 is another player advertising with heavy spends in the category.
Telecom/Cellular services have a total of 12% ad share ridden by just two players - Vodafone India and Mukesh Ambani’s Reliance Jio Infocomm.
Apart from these two categories, Air Conditioners, E-commerce and Automotive are the others on the Top 5 spenders’ list.
Among the Top 5 brands who have the largest ad share this IPL 10, Vivo Mobile India, the title sponsor and co-presenting sponsor, was the top advertiser with a 9% share of the total ad volume, closely followed by sister company Oppo India with 8% share. Vodafone, Amazon India and Reliance Jio are the following three, their share being around 6%.
During the same period last year, according to the TAM Media Research Report, the top five categories that had advertised the most in terms of ad volumes during the first 14 matches were Internet Services - B2Cand Online Shopping (29%), Cellular Phone Service (11%), Cellular Phones - Smartphones (10%), Two-Wheelers (8 %) and Aerated Soft Drinks (6 %).
The top five advertising brands based on ad volumes during that same period were Vodafone (8 %), Amazon.in (8 %), Tata Sky (5 %), Paytm.com (5 %) and Snapdeal.com (5 %).