17% slump in ODI Advertising over two years; Bharti Airtel, Vini Product, Maruti Suzuki top advertisers: TAM AdEx Report
Jan -Aug '16 observed 17% slump in ODI Advertising compared to Jan-Aug '14 due to absence of any big ticket ODI event during the period.
Published - 04-October-2016
AdEx India, a division of TAM Media Research, has released its latest report that explains the trend of Ad spends during the ODI cricket matches. As per the data, programming hours of ODI contributed highest share (i.e. 42%) during 2015. This was due to ICC Cricket World Cup 2015 where Indian team reached till semi-finals. Post that there were no big ticket ODI events played till August 31, 2016, hence ODI programming hours witnessed least share compared to past two years.
Programming Hours for ODI (2014 - 2016)
Ad Volumes during ODIs (Y 2014 - Y 2016)
The report further establishes that Ad volumes during ODIs surged by more than four times during Jan-Aug '15 compared to Jan-Aug ' 14. Such large hike in Ad volumes was again due to the ICC Cricket World Cup 2015. However, Jan-Aug '16 observed 17% slump in ODI Advertising compared to Jan - Aug '14 due to the absence of any big ticket ODI event during the period.
Count of Categories, Advertisers and Brands (2014 - 2016)
ICC Cricket World Cup 2015 had high influence on 2015 ODI Advertising showing highest count for Categories, Advertisers and Brands. The chart given below is on its lowest position at 2016 indicating smallest count of Categories, Advertisers and Brands.
Top 10 Advertised Brands during ODIs (Year 2016)
As per the data, Perfumes/Deodorant was the top category with 22% share of ODI Ad volumes followed by Cellular Phones-Smart Phones with 13% share during 2016. Vini Product was the top advertiser with its Brand Fogg as the top brand followed by Nissan Micra and Videocon D2H.
Top 5 common Advertisers and Brands during ODIs ( 2014 - 2016)
As per the data, the top 5 common categories of advertisers and brands during ODIs (2014-16) included names like Bharti Airtel, Vini Product, Maruti Suzuki India, Panasonic India and Maja Health Care.
Rank Shift - Categories and Advertisers ( 2016 vs. 2014)
As per the available data, Perfumes/Deodorant (Top Category) and Vini Product (Top Advertiser) retained their position during the year 2016 compared to year 2014. Cars/Jeeps, DTH Service Providers, Tyres and Chocolates Categories witnessed positive rank shift. Nissan Motor Co and Videocon Industries stepped up in advertising during ODIs by more than 100 positions during 2016 compared to 2014.
Top 3 ODI Events based on Ad Volumes (Y 2014 - Y 2016)
During the year 2014 and year 2015, big ticket events like 'Arise Asia Cup' and 'ICC World Cup 2015' topped the list with highest share of advertising. For the year 2016 'VB Series ODI' played between Australia and India in January'2016 ranked 1st followed by 'ICC U19 World Cup 2016'.
Celebrity Endorsed Ads During ODIs (2014 - 2016)
During commercial breaks of ODIs, Shahrukh Khan was the top celebrity with 15% share of advertising for the year 2014-16 followed by Virat Kohli with 10% share. Among Cricketers, Virat Kohli topped with 61% share of advertising followed by MS Dhoni with 18% share. Virat Kohli endorsed highest number of brands (i.e. 12) among all celebrities during commercial breaks of ODIs played in Y 2014-16.
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