Parle Products topped in advertising during IPL 17 with 10% share: TAM Sports

Ad volumes saw a rebound in the 2024 edition of the Indian Premier League (IPL), after witnessing a 50% drop in IPL 2015 over its previous year. Average ad volume per channel per match surged by 20% during IPL Season 17 compared to IPL Season 16.

While indexed ad volume grew in all the stages of IPL 17 compared to similar stages of IPL 16, eliminator match of IPL 17 witnessed the highest growth compared to the same match of IPL 16.

Tally of Categories, advertisers and brands rose by 40%, 26% and 21%, respectively, during IPL 17 compared IPL 16.

During IPL 17, the top five categories accounted for 43% of the total ad volume, compared to 52% in IPL 16. Among the Top 5 Categories in IPL 17, two of them belonged to the F&B Sector. Pan Masala topped IPL 17 and IPL 16, while Ecom-Gaming slid down to 3rd place in IPL 17 over 2nd in IPL 16.

During IPL 17, the Top 5 sponsors contributed 33% of the ad volume, while the Top 5 in IPL 16 contributed 37%. Parle Products topped in terms of advertising with 10% share during IPL 17. Sporta Technologies, K P Pan Foods, and Vishnu Packaging among the Top 5 advertisers were common between IPL 17 and IPL 16.

The Top 5 brands contributed 32% share of the ad volumes in IPL 17, while top 5 of IPL 16 contributed 30%. Parle Food Products leads the list of brands during IPL 17, while Dream11.com topped during IPL 16. Dream11.com, Vimal Elaichi Pan Masala, and Kamala Pasand Silver Coated Elaichi among the Top 5 brands were common between IPL 17 and IPL 16.

In IPL 17, there were 30+ new categories compared to IPL 16, and 10+ categories that did not feature in IPL 17 compared to IPL 16. Among the new categories, Range of Food Products topped the list, followed by Securities/ Sharebroking Organization.

During commercial breaks, 11-20 second ads were the most preferred, followed by < 10 second ads. Ads with 40+ seconds had only 0.1 % ad insertion share.