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
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.
exchange4media Group Service
The brand has witnessed a 25% growth in orders during IPL and over a 10X increase in consumers searching for gulab jamuns on the platform post the gulab jamun ad's success
Swiggy has garnered significant growth in orders and new user acquisitions post the IPL season. The brand also shared that there has been over a 10X increase in consumers searching for gulab jamuns on the platform post the ad.
At the start of the T20 cricket season, Swiggy launched Match Day Mania, a 51-day long food festival that offered discounts across 13000+ restaurants in the cities Swiggy operates in.The campaign, apart from television was being promoted across print, radio, digital platforms, as well as in restaurants.
Swiggy also launched six relatable and witty television commercials in the beginning of the IPL season, the campaign also ran on digital and across the brand's social media platforms and it saw great resonance from audiences across various social platforms.
The brand collaborated with Jordindian to create a couple of videos showcasing how cricket is best enjoyed with food ordered from Swiggy. Turns out that Swiggy took the innovative route by having an order delivered inside the pre-match presentation studio.
The brand saw a huge increase in demand during the IPL season. Interestingly, post the gulab jamun ad, there was over a 10X increase in consumers searching for gulab jamuns on the platform. Swiggy received the highest number of orders in the final day of the IPL. Post the TVCs, Swiggy witnessed an increase in searches and orders for items like gulab jamun, donuts and khichdi that were a part of the ads. The brand has witnessed significant growth in orders and new user acquisitions during the IPL season.
Swiggy also shared that with CSK grabbing the coveted trophy, Chennai saw the highest increase in orders during IPL with a jump of 44% followed by Pune (40%) and Delhi (37%). Kings XI Punjab had a good run in the IPL, and so did the city of Chandigarh, with over 100% increase in orders for traditional Punjabi dishes like Kadai Paneer, Dal Makhni and Butter Nan.
Srivats TS, VP Marketing at Swiggy told exchange4media that the campaign has not only received a lot of appreciation from consumers as seen across social media platforms, but also helped establish Swiggy's propositions, making it a part of every household's IPL culture. “IPL, India's biggest television sports spectacle which draws millions of people and cricket fans was a great platform for Swiggy as it placed us right where the consumer is present organically.” Srivats said that what made the campaign work was how connected Swiggy, IPL and the brand benefits in an engaging way.
As per data-points shared by Swiggy with exchange4media
Correspondent, exchange4media, Mumbai Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.
Given its enormous popularity and colossal reach, brands have ramped up their association with the league to gain a high top of the mind recall.
Given its enormous popularity and colossal reach, brands have ramped up their association with the league to gain a high top of the mind recall. From Amazon’s Chonkpur Cheetahs to Star Sports Best vs Best campaigns, there are multiple ads that have captured our imagination. The ad campaigns during the IPL season were very contextual and takes audiences along on a journey.
Star Sports, the official broadcaster for VIVO IPL 2018, used multiple customized #Bestvsbest creatives encompassing the spirit of IPL, capturing the key stars and all the excitement.
Let us have a look at the top ads that India loved to watch during the 11th edition of IPL.
Amazon's Chonkpur Cheetahs:
Vodafone FANtastic Breaks:
exchange4media Group Service
Meanwhile Vodafone created maximum social media buzz followed by Vivo and Reliance Jio
Despite being ousted in the group stages, Mumbai Indians secured the second position garnering 2.6mn followed by Kolkata Knight Riders (1.75mn); while Royal Challengers Bangalore and Sunrisers Hyderabad stood fourth and fifth spot with 1.58mn and 1.36 mn respectively.
With respect to IPL conversations men outdid women. Interestingly Delhi made the maximum noise in the social media followed by Tamil Nadu.
exchange4media Group Service
Chennai Super Kings was the most discussed team this IPL, followed by Mumbai Indians and SunRisers Hyderabad
The eleventh edition of the IPL culminated on May 27 in a thrilling victory by the Chennai Super Kings over the SunRisers Hyderabad. With 425 million posts, comments, and reactions by millions of fans around the world, this year’s tournament drove the highest level of conversation Facebook has measured for any IPL.
Most Loved PostsCSK fans couldn't wait for the return of their team and they showed their love for their team on Facebook. Launched on April 6th, the return of the Thala and the updated Whistle Podu anthem was the most loved post of the tournament.
MS Dhoni's daughter Ziva was a star of this year's IPL both “on” and “off” the field. The moment with her dad following CSK's qualification into the IPL finals was the third most love post of the season.
Most talked about teamsChennai Super Kings gathered the most amount of conversation. Followed by Mumbai Indians and SunRisers Hyderabad.
Most talked about players While MS Dhoni tops this list. Virat Kohli, Chris Gayle, Rohit Sharma, and Suresh Raina were the other most discussed players.
Live from the IPL
Each season we see cricketers and teams seize the opportunity to share their experiences as they happen. This IPL season, fans were be able to get closer to the action than ever before and enjoy real time match analysis, reviews, behind the scenes action, player Q&As and more.
· Virender Sehwag spends time in the nets, “preparing” for the 2018 season #aprilfools
· Sandeep Lamicchane, Nepal's first ever IPL player, does a fan Q&A with the Delhi Daredevils
Virat Kohli and the Royal Challengers Bangalore retire their 12th man jersey as a gift to their fans
Kings live from the team bus as they return to the hotel following their tournament victory!
From the sports desk
News and sports publishers, broadcasters, and personalities, including cricbuzz, Crictracker, ESPN Cricinfo, Lokmat, Star Sports and Sportskeeda, took to Facebook throughout the event to provide exclusive match commentary and analysis, as well as engage and entertain fans during the IPL Aakash Chopra's #AakashVani kept fans informed throughout the season.
IPL 2018- Beyond the pitchOutside of the sports world- celebrities, creator publishers and more from across India took to Facebook to post about the IPL and join the conversation in their own unique ways.Celebrity chef and Delhi Daredevils fan, Kunal Kapur, went live prior to each match and shared quick recipes for snacks you can eat while watching the IPL.
Kahwa Entertainment imagines a world where cricketing legends from the past were to play in the IPL with their Senior Citizens Dream #IPL team vox-pop series.
Aadiya Aattam Enna from Smile Settai featured exclusive live post-match reviews to break down famous state rivalries and match performances With Duck Se Dude, BIG FM created a light-hearted fiction comedy about a Punjabi boy Manjeet, who has low self-esteem and embarks on a quest to win the love of his childhood sweetheart by entering the world of cricket and in this roller coaster ride discovers his true potential Entertainment publisher, Pinkvilla used CrowdTangle Leaderboards and Live Displays to cover the buzz and trending stories around the tournament with IPL Fun da
In celebration of cricket, Facebook introduced a cricket text background, which, along with the other backgrounds enabled fans to express themselves using status messages before, during and after matches.
Facebook Camera - AR Effects" style="font-weight:normal">This season, four teams built augmented reality experiences for the Facebook camera which allowed fans to get in on the action and demonstrate their support by applying masks and animations to videos they create on the platform.
exchange4media Group Service
Chinese handset manufacturer Vivo had the maximum mentions of over 667k times
Hotstar was the most popular trending theme. According to Star India, 202 million viewers had logged on to its video streaming platform, Hotstar, to watch the T20 tournament, a 55.3 per cent jump from last year. It was mentioned 16.65k times followed by Reliance Jio 2.51k times.
As we know Meltwater tracked the mentions around IPL final match between Chennai Super Kings and SunRisers Hyderabad which was 145k. The other trending themes were IPL2018Final, special knock and tournament.
As expected, MS Dhoni received the highest mentions with over 60k mentions according to the media intelligence company. Man-of-the-match Shane Watson came close second with 47K mentions owing to his exemplary performance.
exchange4media Group Service
According to estimates, the figure includes Rs 300-350 crore revenue earned from Hotstar
The strategy seems to have worked out well for Star and the network is estimated to have earned advertising revenue of Rs 1900-2000 crore in its first year, including Rs 300-350 crore from Hotstar, as against the previous year’s Rs 1300 crore revenue earned by Sony Pictures Network.
Star India spent a whopping Rs 16,347 crore to ink a five-year deal with BCCI for IPL.
The revenue figure of Rs 1900-2000 crore is what Sanjay Gupta, Managing Director, Star India, had mentioned in an interview with exchange4media last month. Gupta had said that the network was aiming at a turnover of Rs 2000 crore ad revenue from television and digital. "This is approximately 60 per cent more than last year’s ad revenue," he had mentioned in the interview.
According to Dinesh Vyas, Vice President, PHD, Star India, the market estimate has been around Rs 1900-2000 crore (including digital) in the first leg of IPL that concluded with Chennai Super Kings taking home the trophy on May 27.
“Star India is extremely happy with the response," he said.
An industry source, who also speculates that the network has already earned approximately around Rs 2000 crore, said, “Since it was Star's first year, it will definitely pick up going forward."
Another industry veteran said Star made around Rs 1400-1500 crore in television ad revenue with additional Rs 250-275 crore on Hotstar, taking the total to Rs 1800 crore.
But there is no way to verify this figure, says a senior media planner who doesn’t wish to be quoted.
"When Sony made Rs 1300 crore they said ‘we made this much’ but there was no way to cross check it. The split is much more difficult this time as all the deals were made together. So it’s up to the broadcasters to do the allocation. The client (advertiser) also doesn't know the split," the planner said.
Hotstar’s Magical Number
Star India's video streaming service Hotstar set a new record on Sunday with more than 10 million concurrent viewers logging onto the platform to watch the final match. This has given huge hopes to the industry about its ROI, with some media planners even estimating that Hotstar made over Rs 400 crore.
Gopa Kumar, EVP at Isobar India, estimates that OTT platform Hotstar has raked in roughly Rs 300-350 crore in advertising revenue, which is around 40-60 per cent higher than the Rs 220 crore in the previous edition.
He mentioned that the earlier quotation of Rs 500 crore (given at the start of the IPL) was unlikely because most of the deals were sold in combined packages (TV and digital), which affected the monetisation capability of Hotstar.
“Majority of the big advertisers are sure to have gone for the bundled packages which attributed to lesser ad revenue for Hotstar," he said.
Shrenik Gandhi, CEO and Co Founder, White Rivers Media, also estimated a similar number of Rs 350 crore.
His explained, “For every additional percentage of viewers consuming content on the platform, it can result in 1.1%-1.2% jump in ad revenue. Additional viewers should be valued as gold as once they are on the platform because of a star property, they are more likely to flock around and explore more content, which shall result in better app stickiness and better ad revenues.”
“It is important to evaluate the revenue and viewership by repeat consumption and engagement on the app over at least two more quarters. If the signs for the same are positive, the property is a success. A one-off increment or a spike doesn’t guarantee long-term success. Having said that, given the parameters, it is safe to assume that the revenues would have seen at least a 51-55% jump over last year's Rs 220 crore,” Gandhi added.
However, another senior media planner, who didn’t wish to be named, was conservative with his estimates and quoted Rs 250-270 crore for Hotstar.
All said and done, these are estimated figures and we will follow it up as and when we get the exact numbers.
Madhuwanti Saha and Sonam Saini
The exhilarating match between the Chennai Super Kings and the SunRisers Hyderabad saw the MS Dhoni led Chennai Super Kings emerging victorious
Twitter was dominated by the event, with #IPLfinal2018 trending with 174k tweets and #cskvsSRH receiving 63.8k tweets.
Man of the Match, Shane Watson garnered 81.4K tweets, while Chennai Super Kings received 35.5k tweets. CSK captain, MS Dhoni garnered 16.5 k tweets.
Several news and sports portals also took to Twitter to congratulate the winning team.
Cricket legend Sachin Tendulkar also added to the fervour of IPL 2018.
Well done, @ChennaiIPL. A great display of quality cricket. Certainly the most consistent side of the tournament. A special knock from @ShaneRWatson33 in a crucial game which saw them through. #CSKvSRH #IPL2018Final pic.twitter.com/HhuaQJPbEF— Sachin Tendulkar (@sachin_rt) May 27, 2018
exchange4media Group Service
CMO Siddharth Banerjee speaks about the Unofficial Sponsor of fans Campaign by Vodafone
Vodafone, which is known to spend around 20-30% of its annual ad spend (estimated to be around Rs 200-300 crore as per the Pitch Madison Report 2018) on IPL, cut its spends with IPL 11. Instead, the leading telecom company pursued a digital-led campaign this season. “For a fraction of the cost we have been able to get the most amount of engagement,” said Siddharth Banerjee, CMO, Vodafone India.
Declining to reveal the company’s budget for IPL 11, Banerjee likened the Vodafone efficient media strategy to special recipes that are safely guarded and never shared. According to some media reports this number is pegged to be around Rs 25-30 cr.
“A lot of audiences are actually on the digital medium and a lot of conversation happens on social media platforms. Hence we wanted to do an insight and data-led marketing activity which captures the imagination of the audiences,” Banerjee further explained.
The company once again captured the attention of IPL viewers with its much loved brand assets - ZooZoos. This time in a ninja avatar Zoozoos were seen solving problems for fans from home delivery of SIM cards to completing bill payment tasks at the click of a button.
Banerjee believes that breaking the mold with its advertising strategy backed by authenticity and creativity propels brand Vodafone ahead every time. Be that the Zoozoos in the second season of IPL, Asha-Bala in IPL 10 or as the Unofficial Sponsor of Fans in 2018. “By understanding consumer insight and consumer emotions and unlocking it with creativity has allowed us to have a superior marketing strategy,” he further said.
The digital magic is driving up engagement for Vodafone. “The social media engagement for Vodafone is currently at 51 million and counting,” added Banerjee.
According to a report by Wavemaker MESH, Vodafone emerged as the buzziest brand on social media this IPL season between April 7 and May 4, followed by official sponsor Vivo and competition brand Jio. This was mainly driven by the FANtastic Breaks Contest. The report said the content helped the brand rake in over 400K comments on Facebook, driving Vodafone to the No.1 spot in the most buzziest brands list.
The ZooZoos campaign which continues to be popular was the most watched ad on digital this year, followed by Coca Cola – Share a Coke and Tata Motors’ series of videos promoting Nexon, as per the report.
This is How Vodafone was the Unofficial Sponsor of Fans this IPL:
Happy To Help Bus: The “Vodafone Happy to Help Bus” helped fans who have match tickets to commute to the stadium. The Vodafone Bus picked them up from designated spots and dropped them at the stadium.
FANtastic Breaks Contest: During the match ad breaks, Vodafone consumers could dial in or log on to Vodafone Zoozoo Facebook page and answer simple questions. The winners stood the chance to win an iPhone daily and one mega winner could get a Round Trip for two to England, along with match tickets to watch India Vs. England at Lord’s.
Vodafone Match Day- Karnataka: For those who can’t get tickets to watch the mathes live Vodafone screened IPL matches LIVE with stadium like experience at “Sherlocks Pub” right next to the Chinnaswamy stadium in Bangalore. To participate: listeners were asked to Whatsapp their fan cheer as a voice note on 9019104104. The best shout out was chosen and the fan and his gang was invited for match screening at Sherlock’s Pub with Free Food.
Giant LED Screen featuring the FAN- Pune: As the spectators walked into the stadium, Vodafone India had made special arrangements for spectators to get their GIF clicked. These GIFs were then displayed on a large LED screen put up on a giant Vodafone Unofficial Sponsor of Fans™ hoarding outside Gate No.2.
Play quiz on My Vodafone App and win upto 100 match tickets – Delhi & NCR: For its customers in Delhi & NCR, Vodafone arranged for a quiz contest on My Vodafone App. Answering a few simple questions could fetch customers upto 100 match tickets. These winners were also be eligible for a free ride to the stadium in Ubers.
Principal Correspondent, exchange4media, Mumbai Susmita is a digital marketing reporter at exchange4media. She writes on latest developments in the ever-changing world of digital media and in-depth stories on all things advertising.
From the first match until the 57th match, 146 brands across 63 categories have advertised on Star Sports
This was followed by pan masala/zarda/gutkha which saw a 38 per cent jump (from one in IPL 10 to two in IPL 11). Online shopping earned a hike of 17 per cent (from one brand in IPL 10 to seven 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. Even cellular phones, smartphones recorded a 36 per cent drop as the number of brands remained constant at nine 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 24 per cent of overall ad pie.
In this time frame, 146 brands across 63 categories have advertised on Star Sports this year, as against 83 brands across 34 categories in the previous edition of IPL on Sony MAX. There is a 85 per cent rise in the count of categories and 76 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 held on to their third spot while Vodafone Cellular Phone Service moved up to fourth spot. Association of Mutual Funds in India(AMFI) entered the list at fifth spot.
exchange4media Group Service
The network has been quite tactical in using the winning combination of cricket and bollywood along with the widespread reach of Hindi GEC to garner maximum viewership for the finale
Upping the glamour quotient, Star has roped in actor Ranbir Kapoor to host the show, which will also see other big stars such as Salman Khan, Jacqueline Fernandes, Kareena Kapoor Khan and Sonam Kapoor Ahuja taking to the stage.
The move clearly shows that the network has been quite tactical in using the winning combination of cricket and Bollywood along with the widespread reach of Hindi GEC to garner maximum viewership for the finale. Airing the grand finale on a Hindi GEC would definitely bring in a lot of default audience, which will be a win-win situation for both Star India, as well as the advertisers.
Industry experts too feel that move would work out well for Star.
Sandeep Goyal, owner of Mogae Media, said, “Attracting viewers on a Sunday evening is always a challenge for GECs. That is why you don't see a regular serial or great programming on a Sunday evening. Channels generally put up a movie or an award function to boost the ratings. Star India is using the same strategy by putting up IPL along with a lot of bollywood content around it. Airing the final on a GEC will enlarge the audience many folds.”
Also, now, one cannot help but wonder if the combined might of a Hindi GEC and a movie channel will bring in more viewers for Star than Sony MAX, which has contributed to IPL’s success in the past? Last year, 69 per cent of the IPL viewership came from MAX.
Mayank Shah, Category Head - Parle Products, feels that Star’s decision to air the final on Star Plus and Star Gold will definitely garner higher viewership this season compared to the earlier edition of IPL when the matches were shown only on a movie channel.
“Apart from Star Gold and Star Plus, they will also air it on AsiaNet and Star Pravah. So all put together, it will give a higher reach,” said Shah.
Besides attracting more eyeballs, the viewership of the finale will also be undoubtedly skewed towards women. This is because GECs predominantly have female viewership.
Shah observed, “If you look at the hike in viewership this IPL down south, I think, the good numbers are coming from women viewers because we are talking about non-sporting channels as well. They are getting reasonably higher female viewership. With Star Plus and Star Gold also coming in, women viewership will definitely increase. The combined might of a GEC and a movie channel will surely ensure a higher reach, unlike last year when it was shown on a movie channel MAX.”
Goyal also pointed out that the spot rates for the finale match could be higher. “For the advertisers, this extended reach is a bonus. The reach of Star Plus is higher than that of Gold. But together the two will make sure that they get a different set of audience. It’s a good strategy,” he said.
Vynsley Fernandes, Director, Castle Media, said, “The advertisers must have been taken into confidence for the Sunday feed. It's a sweet deal for them. The kind of ratings that the event is expected to get, I am sure any advertiser would be happy to consider a premium.”
Fernandes, however, feels that it is Sony that has lifted the game. “They made IPL a universal sport and Star India is just taking it one step further.”
He continued, “When Sony purchased IPL, they brought it as an entertainment property on MAX and not as a sports property. It was not shown on the sports channels initially. It was aired on Max, which was a movie channel.”
“Star India, meanwhile, has leveraged its huge network and took the game one step further. It has completely disrupted and brought IPL across eight languages and 17 channels. It's a fantastic move. But they could do it because they have the leverage. They didn't want to push off in terms of putting playoffs and semi-finals on multiple channels therefore lose advertising revenue,” he added.
“It' still in the experimental stage and they are leveraging their network. They are obviously going a bit slow because the last thing you want is to cannibalize your own product in terms of advertising revenue on the other channel because at the end of day it's all advertisement-driven not necessarily subscription.”
So, without doubt, the combined strength of Star Plus and Star Gold peppered with Bollywood glamour has all chances of hitting off well with both advertisers and viewers.
Sonam Saini and Madhuwanti Saha