Increasing Advertising Volume in IPL 17
The Indian Premier League (IPL) concluded its 17th season on May 26, 2024, with a notable surge in advertising volume across various channels compared to IPL 16.
Rebounding Ad Volumes
According to the Commercial Advertising Report by TAM Sports, a division of TAM Media Research, ad volumes per channel per match increased by 20% during IPL 17, marking a significant rebound after a 50% drop witnessed in IPL 16 compared to its preceding year.
Notable Growth in Eliminator Match
The eliminator match of IPL 17 experienced the most significant growth in ad volume compared to the corresponding match in IPL 16, indicating a robust upward trend in advertising presence throughout the tournament.
Analysis of Ad Volume Trends
The report analyzed ad volumes across 25 channels for IPL 17 and 26 channels for IPL 16, focusing exclusively on live matches and excluding pre-match, mid-match, and post-match segments.
Rise in Advertiser Categories
During IPL 17, there was a substantial increase in advertiser categories, with the tally of categories, advertisers, and brands rising by 40%, 26%, and 21% respectively compared to IPL 16.
Shifts in Top Advertiser Categories
Pan Masala maintained its top position in both IPL 17 and IPL 16, while online gaming slipped to third place in IPL 17 from its previous second-place position.
Dominance of Top Advertisers
Parle Products emerged as the leading advertiser in terms of share during IPL 17, replacing Dream 11 from the previous season.
Influx of New Categories
This year’s IPL saw the introduction of more than 30 new advertiser categories compared to IPL 16, with over 10 categories absent from IPL 17 that were present in IPL 16.
Preference for Shorter Ads
During commercial breaks, 11-20 second ads were the most preferred, followed by ads shorter than 10 seconds, with ads exceeding 40 seconds holding only a 0.1% share of ad insertions.(Dubai7 realmoneygame)