TAM: Dream11 was the 10th advertising brand at 2018 FIFA World Cup
AMFI continued to be the top advertising brand followed by Hero Super Splendor 125 and Honda X Blade
Sports gaming platform Dream11 entered at the tenth spot with its campaign 'Dimaag Ki Kick' starring cricketer Mahendra Singh Dhoni according to the data for 2018 FIFA World Cup provided to exchange4media by TAM, from the first match on June 14 to the 50th match on June 30. Association of Mutual Funds in India (AMFI) continued to be the top advertising brand followed by Hero Super Splendor 125 and Honda X Blade. Bigbasket.com moved up to fourth spot while Hero Passion and Volkswagen Sports Edition slipped to fifth and sixth spot respectively. Uber retained its seventh spot while Amazon Echo and Apollo Tyres displaced to eighth and ninth spot respectively.
In terms of company, Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India. The other seven companies were from diverse categories ranging from beverage maker and online portal to taxi aggregator, automobile, tyre and electronics such as Super Market Grocery Supplies(fourth), Volkswagen Group Sales (fifth), Amazon Online (sixth), United Spirits Ltd (seventh), Uber (eighth), Apollo Tyres (ninth), and Dream 11 Fantasy (tenth).
Volkswagen had an indexed growth of 107 per cent while United Spirits witnessed 24 per cent increase this World Cup compared to the previous edition in 2014.
The top two categories advertising across the five channels under Sony Pictures Networks India (SPN) also continued to be two-wheelers and corporate-financial institute. Compared to the 2014 World Cup, they both saw 93 per cent and 979 per cent indexed growth respectively. Internet Service-B2C & Online Shopping was the third category with 0.64 per cent increase. Cars/jeeps slipped to fourth spot. Compared to previous edition it saw 107 per cent increase. Liquor (fifth), tyre (ninth) and general internet service (tenth) had a growth trajectory of 213 per cent, 15 per cent and 0.32 per cent, respectively. AV Auxiliaries (eighth), auto rental services (sixth) and perfumes/deodorants (seventh) were the other in this edition.
The data provided by TAM covers advertising duration during live matches and excludes all pre-mid-post programs on all sports channels of SPN like Sony ESPN, Sony Ten 2, Sony Ten 2 HD, Sony Ten 3 and Sony Ten 3 HD.
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