IPL brand count has grown by 79% over last three years: BARC India Report
The 247 brands that advertised on IPL 2018 were accounted for by 123 advertisers, the count of which has grown 50 percent since 2016
The Indian Premier League has grown to be one of the most famous and most watched sports events in India today. Started in 2008, the cricket league has grown at a rather swift pace in a country where cricket is equivalent to religion.
As the popularity of IPL as a TV property remains buoyant, so does the number of brands that seek higher visibility through this platform. According to a recent report by the Broadcast Audience Research Council (BARC) India, named ‘IPL over the years’, in the last three years, the total number of advertised brands has grown from 138 to 247, registering a 79 percent growth.
The 247 brands that advertised during IPL 2018 were accounted for by 123 advertisers, the count of which has grown 50 percent since 2016. While part of this growth may be on account of the increase in the number of broadcasting channels, there is little doubt that IPL remains a favourite destination for brands.
As per the BARC report, the spread of advertisers across channels that broadcast IPL, BARC noted that a good 42 percent opted to be present across 10+ channels, while about 28 percent chose to advertise on a mix of 6-9 channels, while the remaining advertisers were present on five or fewer channels.
The categories that advertised most during IPL were Smartphones, Cellular Phone Services, and Internet/Online Shopping categories. The primary driving factor is that IPL sponsor brands fall under these categories.
The eleventh edition of IPL in 2018, saw a higher number of F&B categories in the top 10 advertised categories, and lesser durables. In 2016 and 17, categories related to automobiles and tyres, air conditioners and DTH service providers featured in the top 10 (also by share of impressions). But in 2018, these categories have moved down the ranks marginally.
In their place, fast-moving F&B categories such as, biscuits, pan masala, and aerated soft drinks have not only found their way into top 10, but also improved their relative ranking.
A great number of brands and advertisers are driven to the IPL thanks to the huge TV viewership it commands. From 2008 to 2010, IPL was part of Sony Pictures Network India (SPNI). However, in August last year, Star India bagged the television and digital rights of the mega-cricket event. Looking at previous three years of IPL, in 2016, (09 Apr-29 May), the tournament was aired on Sony ESPN, Sony ESPN HD, Sony Max, Sony Six and Sony Six HD. In 2017, (05 Apr-21 May) it was aired on Sony ESPN, Sony ESPN HD, Sony Max, Sony Six and Sony Six HD.
In 2018 (07 Apr-27 May) it was aired across Star Network channels inclusing Asianet Movies, Star Suvarna Plus, Jalsha Movies, Star Gold HD, Star Maa Movies, Star Plus SD+HD, Star Gold, Star Pravah, Star Sports 1, Star Sports 1 HD, Star Sports 1 Hindi, Star Sports 1 HD Hindi, Star Sports 1 Tamil, Star Sports Select 1 SD + HD, Star Sports 2 SD + HD and also on DD Sports.
TV impressions for IPL 2018 witnessed a growth of 41 percent over its 2016 season and a 16 percent in the 2018 edition over the 2017 season. Clearly, IPL viewership continues to enjoy growth year on year, which allows it to remain a dynamic and much sought-after property on TV.
IPL 2018 saw an uptake in viewership from regional channels. The analysis of viewership share across multiple languages shows that while Hindi continues to dominate, there is substantial viewership of telecast in regional languages as well.
IPL 2018 generated almost equal viewership for English as well as regional languages other than Hindi. As TV penetrates further into semi-urban and rural areas, and TV ownership grows at a faster pace in these town-classes, uptake of IPL (and possibly other sports properties) in regional languages is likely to show a continued upward trend. This opportunity will not be missed by brands looking to target emerging markets as well as those focusing on local markets. Broadcasts in more regional languages will also further aid this process.
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