TAM data: IPL 11 - Coca Cola enters top 5 advertised brands

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

by exchange4media Staff
Published - Apr 19, 2018 8:55 AM Updated: Apr 19, 2018 8:55 AM
VIVO IPL

It’s no surprise that Vivo’s flagship smartphone V9 continued to be the top advertising brand in Vivo Indian Premier League from the first match on April 7 to the 14th match on April 18, according to the data exclusively provided by TAM to exchange4media. The co-presenting sponsor Jio Digital Life comes close second. Coca Cola which has been quite aggressive with its ‘Share a Coke’ campaign entered the Top 5 brand at the third spot. Associate sponsors Dreams11 and Vimal Elaichi Pan Masala retained their fourth and fifth spot.

This is no different than previous year where Vivo V5 reigned ad time followed by Oppo F3 Plus. Telecom players Vodafone and Jio Digital Life were at third and fifth spot while IPL 10’s presenting sponsor Amazon was at fourth spot in ad volumes.

From the first match on April 7 to the 14th match on April 18, 88 brands across 49 categories advertised on Star Sports 1 as against 60 brands across 28 categories in the previous edition on Sony MAX. There was a 75 per cent rise in count of categories and 47 per cent rise in count of brands advertising during IPL 11 compared to IPL 10.

Among the Top 5 categories of IPL 11, Pan Masala/Zarda/Gutkha had the highest jump in terms of ad volumes, up by 185 per cent. This was followed by aerated soft drinks which witnessed 159 per cent spike from IPL 10. Paints and cellular phone service had 60 per cent and 20 per cent growth respectively. Interestingly, the category of cellular phone smartphones had a fall in percentage by 26 per cent this edition as its number of brands decreased from five in IPL 10 to four 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 regularly advertised. The latter entered the table for the first time.

The data provided by TAM covered advertising duration during live matches 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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