IPL 2023: 18 new categories & 83 new brands advertised in first 54 matches this year

According to TAM report, Pan Masala beat ecommerce gaming category to take the top position on TV during IPL 16

e4m by exchange4media Staff
Published: May 15, 2023 7:00 PM  | 3 min read

As many as 18 new advertising categories and 83 new brands advertised in the first 54 matches of TATA IPL this year compared to the same number of matches in IPL 15, according to a TAM advertising report. Pan Masala category beat fantasy sports/ecomm gaming category, which has been maintaining its top position since the last IPL.

The latest report states that Pan Masala, which was consistently second after ecomm gaming in the first 44 matches, now contributes to 16 % of ad volume. ecommm gaming has a 15 % share in ad volume, the latest report said.

In IPL 16, these two categories managed to be in the top five advertising categories throughout 54 matches.

Compared to the last IPL, the share of Pan Masala increased by 9% and of ecomm gaming by 1 %.

While fantasy sports/ecomm gaming had a 14 % share in the first 54 matches in IPL 15, this year it has recorded 15% and Pan Masala, which had a 7 % share of Ad volume last year, reached 16% this time, the report said.

Apart from these two, the other categories in the top five are aerated soft drinks (10%), biscuits (9%) and cellular phone service (7%), which means three out of the five top categories are food and beverages.

Collectively, the top five categories in IPL 16 together had a 55% share of Ad Volumes while the top five advertisers contributed a 39% share of Ad Volumes during 54 matches this season.

Sporta Technologies was the leading advertiser during all 54 matches with an 11 % share in Ad Volumes compared to 7% last IPL season.

Among the 83 new brands, ‘Airtel 5G Plus’ was the leading brand followed by Rupay Credit, Thums Up Charged, ‘Rajshree Silver Coated Elaichi’, and Airtel 5G Plus-Apple iPhone 14 Pro, which replaced Parle Platina Hide and Seek Black Bourbon.

Top advertisers for this year’s IPL are Sporta Technologies (Dream11.com), K P Pan Foods, Bharti Airtel, Parle Biscuits and Vishnu Packaging.

The percentage share (based on Ad Volumes) of Sporta Technologies (Dream11.com) and K P Pan Foods, increased from 7% and 5%, respectively in IPL 15 to 11% and 8% in IPL 16.

The top five new advertising categories are biscuits, moisturising lotions, ecomm-travel and tourism, ecomm-auto products and services, and luggage.

The report also mentioned common and exclusive brands on national sports channels versus regional sports channels in IPL 16.

A total of 11 exclusive brands were seen on national (Hindi and English language) sports channels while 17 exclusive brands made it to regional language sports channels during the 54 matches this IPL.

Dream11.com, an online sports gaming platform, was leading the list of common brands on both regional and Hindi + English sports channels during the 54 matches.

As many as 85 brands were common in both channel categories during the 54 matches this IPL, the report said.

Coca-Cola advertised its two brands - Maaza Aam Panna, which was the top exclusive brand on Hindi + English language sports channels, and Maaza which led the exclusive brands on regional sports channels.

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