IPL 2020 : 115 new brands advertising in IPL 2020 declares TAM AdEx report

IPL 2020 : 115 new brands advertising

Indian Premier League (IPL) has delivered record viewership in the first week and now it is delivering record advertisers. According to TAM AdEx data, over 115 new brands on board in the first eight live matches this year as compared to last year. As per the TAM AdEx data, IPL 13, for first eight live matches, got over 20 new categories as compared to previous season.

The report also revealed that among the new categories, ‘Cellular Phone Service’ topped the list, followed by ‘Corporate-Sports’, ‘Internet Service Providers’, ‘E-commerce Pharma/Healthcare’ and ‘Protective Coatings’. Among the 115+ new brands, ‘VI Cellular Phone Service’ topped the list followed by ‘Byjus Classes’, ‘Oppo F17/F17Pro’, ‘Kamla Pasand Pan Masala’ and ‘Whitehat Jr’.

The top five categories mentioned in the report for eight live matches remain the same as it was for the first four live matches. The top five categories list was dominated by ‘E-commerce’ that accounted for more than 40 per cent share of ad volumes during the first eight matches of IPL 13.

Also, three in the top five categories were common between IPL 12 and 13 — ‘Cellular Phone – SmartPhones’, ‘Ecom-Gaming’ and ‘Ecom-Wallets’. Oppo India and FX Mart (Phonpe) were common in the top five list of IPL 12 and IPL 13. 

Among the top five categories, ‘Cellular Phones-Smart Phones’ was the top category during initial eight matches in both the seasons.In IPL 12, the top five categories had more than 35 per cent share of ad volumes during the first three matches of IPL 12. 

When it comes to the total count of advertisers, categories and brands, the number of categories advertised during IPL 12 and IPL 13 remain the same. The number of advertisers and brands grew 23% and 24% respectively in IPL 13 compared to IPL12.

Television ad volumes grew 9% in week 38 (September 13-19, 2020) when compared to week 32 (August 2- 8, 2020), according to the data released by AdEx India, a division of TAM Media Research. Similarly, the average ad volumes per day registered a 4% rise during August-September, 2020. Unsurprisingly, Personal Care/Personal Hygiene sector emerged as the most advertised sector with a 20% share of TV advertising in Aug-Sep’20 followed by the F&B sector with 18%. Interestingly, four out of the top five categories of advertising on TV are from the FMCG sector.
Top five sectors and categories accounted for 67% and 23% share, respectively of ad volumes in Aug-Sep’20. Out of this, the toilet soap category led the charts with 7% advertising share followed by Ecom-Media/Entertainment/Social Media at 5%. Toothpaste and Shampoos stood at the third, fourth and fifth position with 4% share while Washing Powders/Liquids trailed behind at the fifth position with 3% share. The next 45 categories accounted for 52% share of TV ad volumes