TAM Data- IPL 11: Aerated soft drinks record 811% jump in ad volumes

Cellular phone services category saw a five per cent drop as the number of brands fell from four in IPL 10 to three in IPL 11

According to the data provided by TAM to exchange4media for the time frame between the first match on April 7 to the 49th match on May 15 of Vivo Indian Premier League's 11th edition, aerated soft drinks continued to have the highest jump of 811 per cent in terms of ad volumes, compared to the last IPL season. The number of brands in the category is four.

This was followed by pan masala/zarda/gutkha which saw 39 per cent jump (from one in IPL 10 to two in IPL 11). Online shopping earned a hike of 13 per cent (from one brand in IPL 10 to six brands in IPL 11). Cellular phone services category saw a five per cent drop as the number of brands fell from four in IPL 10 to three in IPL 11. On the other hand cellular phones-smartphones recorded 36 per cent drop as the number of brands declined from eight in IPL 10 to seven in IPL 11.

Based on the ad volumes, cellular phones (smartphones) and cellular phone services continued to be the top two advertised categories this season. Online shopping, aerated soft drinks and pan masala/zarda/guthka were the other three categories advertised regularly. These top five categories during IPL 11 contributed 39 per cent of overall ad pie.

In this time frame, 141 brands across 61 categories have advertised on Star Sports 1 this year, as against 79 brands across 33 categories in the previous edition of IPL on Sony MAX. There is a 85 per cent rise in the count of categories and 78 per cent rise in brands advertising during IPL 11 compared to IPL 10.

Vivo’s flagship smartphone V9 continued to be the top advertised brand in the league. The co-presenting sponsor of the tournament Jio Digital Life retained its second spot. Vimal Elaichi Pan Masala and Frooti also held on to their third and fourth spots. Vodafone Cellular Phone Service took the fifth spot.

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