TV advertisements during the first few weeks of IPL Season 9 have been strong and media planners we spoke with are expecting an increase in TV ad revenue by 10 per cent over last year. Spending on TV advertising is expected to be in the range of Rs 900-1,000 crore, according to sources, while, overall, IPL Season 9 revenues are expected to increase by about 15 per cent over last year.
In the first two weeks of IPL, Oppo emerged as the biggest spender, followed by Amazon, FreeCharge, Vodafone, Maruti Suzuki and Ceat. This year the push is seen more by mobile apps like FreeCharge, said one media planner. Vodafone, despite being a late entrant to the advertising game this year, has quickly reached the top 4 spenders’ list.
Some of the major spending categories this year have been telecom, auto and mobile handsets. According to technology marketing platform SilverPush, mobile handset makers like Vivo and Oppo and auto sector brands like Brezza (Maruti Suzuki) and Ceat, each account for 20 per cent of the ad spend share seen so far.
One thing to note in the SilverPush category-wise spend chart is that though e-commerce is seen as the highest spending category so far in the IPL, this is primarily driven by two players – Flipkart and Amazon.
According to the India Sports Sponsorship Report 2016, jointly done by ESP Properties and SportzPower, e-commerce accounted for 26 per cent of the total on air ad spends during IPL 8, the largest spender among all categories. This was followed by telcos (9.83 per cent) and mobile handset manufacturers (9.17 per cent).
Mobile handsets continue to be among the top three spenders this year with Oppo spending the most money on TV advertising. On air spends by title sponsor Vivo have been relatively lesser than expected. Auto has emerged among the top three spenders this year. Last year, the auto sector had account for just over 2 per cent of total on air spending during the IPL, which shows that auto brands are being more aggressive this year, especially the aforementioned Brezza and Ceat.