IPL 11: Vivo V9 most advertised brand in first five matches: TAM

e4m in collaboration with TAM will bring you insights and data on IPL advertisers and categories throughout the season

e4m by exchange4media Staff
Updated: Apr 12, 2018 8:56 AM

This season of Vivo Indian Premier League saw the title sponsor’s latest smartphone Vivo V9 being the top advertising brand from the first match on April 7 to the fifth match on April 10, according to the data provided by TAM. It was followed by Jio Digital Life which happens to be the co-presenting sponsor. The remaining three brands (also associate sponsors) which leveraged the ad time during this league for the same time frame are Parle Platina Hide and Seek Choco Rolls, Dreams11 and Vimal Elaichi Pan Masala. 
This is not too different from the previous edition broadcasted on Sony MAX where Vivo V5 reigned ad time followed Oppo F3 Plus. Jio made a significant improvement this season as it was in the fourth spot during IPL 2017. Amazon, who was the presenting sponsor in 2017, ranked third while Frooti Fizz took the fifth spot.

Among the Top 5 categories of IPL 11, Aerated Soft Drinks had highest jump in terms of ad volumes, up  by 87 per cent. This was followed by paints, which saw a 50 per cent increase from IPL 10. Cellular Phones (smartphones), cellular phone services and air conditioners witnessed growth of 26 percent and 20 per cent respectively. Interestingly, the category of cellular phone smartphones had a fall in percentage by 29 per cent this edition as its number of brands decreased from five in IPL 10 to three in IPL 11.

From the first match on April 7 to the fifth match on April 10, 70 brands across 42 categories advertised on Star Sports 1 as against 53 brands across 24 categories in the previous edition on Sony Max. Based on the ad volumes, cellular phones (smartphones) and cellular phone services continued to be the top two advertised categories this season. Air Conditioners, paints and aerated soft drinks were the other three categories regularly advertised.

The data provided by TAM covered advertising duration and excludes Program Promotion ads, Franchisee ad, Cricket Board (BCCI) and Official Broadcaster (Star Network). Also it doesn’t include pre-mid-post match analyses.

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