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E-commerce emerges as top advertising category in IPL 8

12-June-2015
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E-commerce emerges as top advertising category in IPL 8

IPL 8 garnered 20% more average TVRs than compared to IPL 7 according to TAM data from April 8 – May 24, 2015 CS4+ All India markets on Sony Max, Sony SIX, Sony Six HD, Sony Aath and Sony KIX. In the TAM IPL viewership snapshot, while IPL 7 had got 3.1 TVRs, IPL 8 grew to 3.8 TVRs. The average TVTs also increased to 10,151 TVTs in IPL 8 from 8,366 TVTs in IPL 7, which was a 21% rise in viewership. The time spent viewing per match increased by 9% to 46 minutes 17 seconds in IPL 8 from 42 minutes 24 seconds. 

The IPL 8 final got a high of 7.4 TVRs, while the qualifier matches got ratings of 5.6 TVRs and eliminator match got 4.9 TVRs. The league matches on an average got 3.6 TVRs. Major viewership of IPL 8 came from Male 15-24 years and 35+ years SEC A&B. The top market for IPL 8 was Mumbai which generated the maximum viewership. It was followed by Delhi and Kolkata. Among the states Maharashtra topped the viewership followed by UP and Gujarat.

However, the total number of brands was slightly lower in IPL 8 in comparison to IPL 7. A total of 234 brands advertised across commercial, on-screen and instadia properties during IPL 8, in comparison to 237 brands last season. The top brand in advertising in commercial during IPL 8 was Vodafone followed by Amazon, Paytm and Snapdeal. On-screen had top brands such as Paytm followed by ACC Cement, Yes Bank, Amazon and Intex Aqua Speed. Instadia saw Pepsi leading, followed by  Hotstar.com, Yes Bank and Vodafone.

B2C and online shopping or ecommerce brand category was the top advertising category during IPL 8, which rose from No.3 brand category advertising during IPL 7. Cellular phone service got pushed to No.2 brand category advertising from No.1 in IPL 7. While smart phones category which was No.2 brand category for IPL 7 got pushed to No.3.

During IPL 8 33% of the ads during the commercial break were celebrity endorsed ads. Some of top celebrity endorsers included Ajay Devgan, Aamir Khan, M S Dhoni, Farhan Akhtar and Virat Kohli. Ad volumes of celebrity endorsement grew by 30% in IPL 8 compared to IPL 7.   
 

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