The San Francisco and Gurgaon-based cross-device retargeting company, SilverPush captured the action around advertisements over the course of the T20 World Cup tournament which saw 35 matches played from March 8 to April 3. The research had been carried out on Star Sports 1 and Star Sports 3 during that period.
It first studied the most active industry after understanding the number of spots aired. Electronics and Food and Beverages turned out to be the most active ones with 18.8 % and 14.1 % share in this category. Automobile came neck to neck with Food and Beverages cornering around 13.94 %.
Figure 1: Industry Ranking based on number of Spots
Interestingly based on active players, Food & Beverages claimed the top spot with 21.05 % share out of 16 industries while Electronics and E-commerce grabbed 12.28% and 10.53% share.
Industry Ranking based on number of Active Participants
Amongst the brands, Chinese electronic manufacturer, Oppo leveraged the tournament’s popularity and grabbed a major share of 22.59% with their campaigns and bullish approach for the Indian market. E-commerce major Flipkart followed with 11.5% share of spots. Cadbury, with the help of its puppeteers and the signature romantic jingle, held third maximum amount of spots during the matches with 9.70%. One can’t help but notice the neck and neck competition between Airtel (9.22%) and Vodafone (9.11%).