By The ongoing season of the Indian Premier League (IPL) has witnessed a significant uptick in advertising activity, with the first 23 matches showcasing a notable increase in ad volumes per channel compared to the previous season, as per estimates by TAM Sports, a division of TAM Media Research.
During the initial phase of IPL 2024, the count of advertisers surged to over 60, marking a 37% increase from the previous season’s figure of 45+. Additionally, the number of advertised categories also saw a substantial rise, surpassing 50 in IPL 17 compared to 30+ in the preceding season.
Among the various categories, gaming emerged as the top advertised category on TV throughout all 23 matches of IPL 17, capturing a significant 19% share of the ad volumes. Other heavily advertised categories included food products, pan masala, smartphones, and securities or sharebroking, collectively contributing to a 50% share of ad volumes.
Leading the pack in terms of ad volumes share were prominent advertisers such as Sporta Technologies (Dream11), Parle Products, Playgames 24*7 (My11Circle), Vishnu Packaging (Vimal Elaichi), and KP Pan Foods (Kamla Pasand). Together, these top five advertisers accounted for a substantial 38% share of ad volumes during the first 23 matches of IPL 2024.
Moreover, the data highlighted the emergence of 37 new categories and 86 new brands advertising during this period, reflecting the dynamic nature of the IPL advertising landscape compared to the previous season.
Commenting on the findings, a spokesperson from TAM Sports noted the significant surge in ad volumes and advertiser count during the initial matches of IPL 2024. The increase in both categories and brands advertising indicates the growing interest and investment in the IPL as a prime advertising platform, showcasing the tournament’s continued relevance and appeal among advertisers.
The robust advertising activity observed during the first 23 matches of IPL 2024 underscores the tournament’s status as a premier marketing opportunity for brands across diverse sectors. As the IPL season progresses, it is expected to further fuel the competition among advertisers vying for consumer attention in one of the most-watched sporting events in India.
