IPL ad volume registers 100% growth in 2019: BARC

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The Indian Premier League 2019 ad volume is up by 100% as compared to the 11th edition of the league last year. Television monitoring agency Broadcast Audience Research Council has reported a total of 212,493 running during the IPL broadcast this year.

The growth become significant for the fact that the league has recorded a mere 61% growth in ad volume across first 11 seasons of the IPL as total advertising hours had reached 50 hours in 2018 from 31 hours during the inaugural season in 2008.

A latest BARC report has detailed that 246 brands from 95 categories were advertised in this period. Out of these 158 brands found a spot during the live broadcast and match highlights. The top 10 categories contributed to a massive 52 per cent of the ad telecast during the adrenaline-pumping season.

Cellular and smartphones brands led the advertisers’ category with a total of 30,253 ad insertions. Smartphone ads by five advertisers clocked 14.2 per cent of all ads. Auto-cars were the second top advertisers in terms of ad volumes, contributing 5.7 per cent of the overall spectra, Indiantelevision.com has reported quoting BARC report..

Other top categories included pan masala, gaming, paints, e-wallets, and non-aerated soft drinks.

In the past three seasons prior to the 2019 edition, perfumes/deodorant, cellular phones-smart phones and cellular services were the top three categories to dominate the ad spent on IPL broadcast.

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