Vivo V9 still the most advertised brand of IPL 11, Frooti bags No 5 spot: TAM data

Co-presenting sponsor Jio Digital Life took the second spot. Associate sponsors Dreams11 and Vimal Elaichi Pan Masala moved up to third and fourth spots, respectively

e4m by exchange4media Staff
Updated: Apr 26, 2018 8:58 AM

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 23rd match on April 24, according to the data exclusively provided by TAM to exchange4media.

The co-presenting sponsor of the tournament Jio Digital Life took the second spot. Associate sponsors Dreams11 and Vimal Elaichi Pan Masala moved up to third and fourth spots, respectively. Frooti became one of top five advertised brands at the fifth spot.

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

In this time frame, 105 brands across 54 categories have advertised on Star Sports 1 this year, as against 68 brands across 30 categories in the previous edition of IPL on Sony MAX. There is an 80 per cent rise in the count of categories and 54 per cent rise in the count of brands advertising during IPL 11 compared to IPL 10.

Interestingly, last year, there were four brands in telecom sector as against two this season.

Among the Top 5 categories of IPL 11, aerated soft drink has the highest jump of 328 per cent in terms of ad volumes, compared to the last IPL season. This is followed by pan masala/zarda/gutkha, which witnessed a spike of 87 per cent. Paints and cellular phone services have recorded 68 per cent and 16 per cent growth, respectively. The cellular phone (smartphones) category has shown a decline of 30 per cent in this edition as the number of brands has decreased from seven 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, pan masala/zarda/guthka and paints were the other three categories advertised regularly.

The data provided by TAM covered 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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