TAM Data- IPL 11: Aerated soft drinks record whopping 478% jump in ad volumes

According to the data provided by TAM to exchange4media for IPL 11, paints, pan masala/zarda/gutkha and cellular phone services were the other categories which saw growth

e4m by exchange4media Staff
Updated: May 3, 2018 8:58 AM

According to the data provided by TAM to exchange4media for the time frame between the first match on April 7 to the 31st match on May 1 of Vivo Indian Premier League's 11th edition, aerated soft drinks had the highest jump of 478 per cent in terms of ad volumes, compared to the last IPL season. The number of brands in the category increased from one to four.

This was followed by paints which saw 80 per cent hike (from five in IPL 10 to seven in IPL 11). The categories of pan masala/zarda/gutkha and cellular phone services recorded a jump of 80 per cent (one brand in IPL 10 to two in IPL 11) and 10 per cent, respectively.

On the other hand, the cellular phones (smartphones) category has shown a decline of 32 per cent in this edition as the number of brands has decreased from eight in IPL 10 to six 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. Aerated soft drinks, paints and pan masala/zarda/guthka were the other three categories advertised regularly.

In this time frame, 117 brands across 58 categories have advertised on Star Sports 1 this year, as against 73 brands across 32 categories in the previous edition of IPL on Sony MAX. There is an 81 per cent rise in the count of categories and 60 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 took the second spot. Vimal Elaichi Pan Masala and Frooti moved up to third and fourth spots. Meanwhile associate sponsor Dreams11 slipped to fifth spot.

The pattern is similar to the previous year (for the same time frame) where Vivo V5 reigned ad time followed by Oppo F3 Plus. Last year, telecom players Vodafone and Jio Digital Life were at third and fifth spots while IPL 10’s presenting sponsor Amazon was at fourth spot in ad volumes in the same time frame.

The data provided by TAM covers advertising duration during live matches and excludes programme promotion ads, and ads of franchisee, cricket board (BCCI) and official broadcaster (Star Network). Also, it doesn’t include pre-mid-post match analyses.

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