AdEx India, a division of TAM Media Research, which monitors ad volumes and other cumulative analysis, has revealed the top advertisers on Day 1 of the ICC World Cup 2011 that began on February 19.
AdEx divides advertisers into On-screen and Commercial Breaks during Live telecast of the matches, which exclude Pre-, Mid- and Post-Analysis and ranks brands based on ad volumes in seconds.
As per the data, top five advertisers in the commercial space were from the telecom sector. The bulk advertising visible was from sponsors and associate sponsors with Reliance Communications Ltd at the top, followed by Nokia Corporation, Hero Honda Motors, Sony India, Vodafone Essar, PepsiCo, Bharti Airtel, Maruti Suzuki, Spice Mobile and Cadburys India. Sony Bravia Full HD 1080 was the top brand during commercial breaks.
In terms of specific brands, Sony Bravia Full HD 1080, Vodafone Cellular Phone Service and Reliance 3G emerged in the top three, followed by Spice Video Phones, Airtel Cellular Phone Service, Nokia N8, Lehar Slice, Micromax Psych X505, Pepsi and Hero Honda Karizma ZMR.
The on-screen space was ruled by Action Replay sponsor (Union Bank of India). Four of top 10 advertisers were official sponsors, while some were pure advertisers, respectively, such as LG Electronics, Yahoo India, United Spirits, MRF, Rupa & Co and Philips Electronics India.
The on-screen advertising mix saw a diverse range of advertisers from categories such as Banking-Services & Products, Corporate/ Brand Image, Internet Service - General, Internet Service Providers, Cellular Phone Service, Liquor (surrogate advertising), Hosiery, Lighting Products, Tyres and Cellular Phones.