IPL 2021 Advertisement: The average ad volumes during the 29 matches of Indian Premier League saw a 2% growth compared to IPL 2020. According to a report by TAM Sports, the numbers grew by 7% to 75+. However, the tally of advertisers and brands dropped by 4% & 10% to 90+ and 165+ respectively in IPL 14 compared to last season. The analysis of commercial advertising is based on ad volumes for advertising across 20 Star Network channels for IPL 14 and 19 for IPL 13.
IPL 2021 Advertisement: What was the contribution by Top 5 categories?
During the 29 matches of IPL 2021, the collective contribution by the top 5 categories was over 33% of overall ad volumes compared to 40% in the previous edition. Ecom-Gaming contributed 10%, followed by Eco-Education (6%), Aerated Soft Drink (6%), Ecom-Wallets (6%) and Pan Masala (5%).
The top 5 brands namely Sporta Technologies, Epx Uptech, Just Dial, Parle Agro, and FX Mart contributed a 21% share of ad volumes during 29 matches of IPL 14 compared to 24% in the previous season.
The leading advertisers in Ecom-Gaming were Sporta Technologies, Galactus Funware Technology, and Gameskraft Technologies. In the Ecom-Education category, the leading advertisers were Think & Learn, Sorting Hat Technologies, and Think & Learn/The Walt Disney Co India.
In the Aerated Soft Drink Category, Coca Cola India emerged as the leader, followed by Parle Agro and Pepsi Co. In the Ecom-Wallets, FX Mart and Dreamplug Technologies were the leading advertisers. Meanwhile, in Pan Masala category Vishnu Packaging and KP Pan Foods were the leaders.
The top 5 brands were Dream11, Upstox, Jdmart, PhonePe, and Rajshree Silver Coated Elaichi which contributed a 20% share of ad volumes during 29 matches of IPL 14. Dream11.com was the most advertised brand during both IPL 2021 and 2020.
In terms of ad lengths, 10-20 seconds ads were utilised the most during commercial breaks, followed by 21-30 seconds ads.
IPL 2021 Advertisements: MS Dhoni and Virat Kohli were Top 2 Sports Celebrities
In the 29 matches of IPL 2021, celebrity endorsed ads were 53% of total ad volume, which was 3% more than previous season after 29 games. Film actor led in brands’ endorsement with 48% share of ad volumes, followed by Sports Persons with 38% share during IPL 14.
During IPL 14, the overall number of Celebrities has seen a significant rise of 12% compared to IPL 13. During IPL 14, the overall number of Celebrities saw a significant rise of 12% compared to IPL 13.
M S Dhoni and Virat Kohli were the Top 2 Sports Celebrities in both IPL 14 and IPL 13 (29 matches). Ranveer Singh was on top with 15% share of ad volumes after 29 matches. Among the Top 5, Dhoni, Kohli, and Rohit Sharma were common sports celebrities in IPL 2021.