In the ongoing Indian Premier League (IPL) season 17, the first 23 matches witnessed a notable increase in ad volumes per channel compared to IPL season 16, according to TAM Sports, a division of TAM Media Research. The number of advertisers rose by 6% in IPL 17 compared to the previous season.
Increase in Advertisers and Categories
During the first 23 matches of IPL 17, the count of advertisers exceeded 60, a significant increase from the 45+ advertisers in the same period of the previous season, marking a 37% rise. Moreover, the number of advertised categories also surged by over 50, compared to 30+ in the previous IPL season.
Among the categories, gaming emerged as the most advertised category on TV throughout all 23 matches of IPL 17, capturing a 19% share of the ad volumes. Other heavily advertised categories included food products, pan masala, smartphones, and securities or sharebroking, with these top five categories contributing to a 50% share of ad volumes.
Top Advertised Categories
The top five advertisers in terms of the share of ad volumes during the first 23 matches of IPL 2024 were Sporta Technologies (Dream11), Parle Products, Playgames 24*7 (My11Circle), Vishnu Packaging (Vimal Elaichi), and KP Pan Foods (Kamla Pasand). Together, these top advertisers contributed to a 38% share of ad volumes during the 23 matches. During the initial 23 matches of IPL 17, 37 new categories and 86 new brands were observed advertising, compared to the previous season, indicating a dynamic landscape of advertisers and categories in the tournament.
In Summary
Overall, the increase in ad volumes, advertisers, and categories reflects the continued popularity and commercial appeal of the IPL, attracting diverse advertisers and showcasing a range of products and services to viewers.
