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COMMERCIAL ADVERTISING REPORT
IPL SEASON 17
Source: TAM Sports A Division of TAM Media Research
Base : 74 Matches of IPL 17 and 74 Matches of IPL 16;
Only Live Matches Considered; Excluding Pre-Mid-Post Programs
 Analysis of Commercial advertising is based on Ad Volumes.
 Ad Volumes are for advertising across 25 channels for IPL 17 and 26 for IPL 16.
 The study is on All Live matches during IPL Season 17 and 16 only i.e. excluding PRE-MID-POST
Programs. Total 3 Matches washed out without a ball being bowled in IPL 17.
 The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer &
Official Broadcaster (Star Network)]
Inclusions
Note: Analysis in Secondages for TV (Commercial ads only; excluding promos and social ads)
Source : TAM Sports; Base : 74 Live Matches of IPL 16 and 74 Live Matches of IPL 17; (Excluding Pre-Mid-Post Programs)
Key
Takeaways
01
03
05
02
04
06
Average ad volume per channel per
match increases by 20% in IPL 17
compared to IPL 16.
Categories, Advertisers, and
Brands tally increase by 40%,
26%, and 21% respectively
during IPL 17 compared to
IPL 16.
Pan Masala tops in IPL 17 and IPL
16; Ecom-Gaming drops to 3rd place
in IPL 17 from 2nd in IPL 16.
Dream11.com, Vimal Elaichi Pan
Masala, and Kamala Pasand Silver
Coated Elaichi among top 5 common
brands in IPL 17 and IPL 16.
IPL 17 introduces 30+ new
categories; 10+ categories
from IPL 16 absent.
11-20 second ads most
preferred during commercial
breaks in IPL 17, followed by
less than 10 Second Ads.
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 74 Matches of IPL 16 and IPL 17; Only Live Matches; Excluding Pre-Mid-Post Programs
Ad volumes rebound in current IPL Season after a 50% drop in IPL 16 over its previous year
Avg. Ad Volume per channel per match surge by 20% during IPL 17 compared to IPL 16
100
120
IPL 16 IPL 17
Indexed
Ad
Vol
Growth
%
IPL 17
Index: IPL 16 = 100
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 74 Matches of IPL 17 and 74 Matches of IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
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 same match of IPL 16
100
119 123
157
145
109
Stages of IPL 16 League Matches First Play-off Eliminator Second Play-off Final
Indexed
Ad
Volume
Growth
%
Index: IPL 16 = 100
RCB vs. RR
Indexed ad vol. growth at different Tournament stages of IPL 17
Stages of IPL 17
Tally of Categories, advertisers and brands rose by 40%, 26% and 21% respectively during IPL 17 compared IPL 16
Tally of categories, advertisers and brands increased during IPL 17 compared IPL 16
50+
70+
IPL 16 IPL 17
No. of Categories
65+
85+
IPL 16 IPL 17
No. of Advertisers
125+
155+
IPL 16 IPL 17
No. of Brands
Source: TAM Sports
Note: Figures are based on Count; Commercial ads only; excluding promos and social ads
Base : 74 Matches of IPL 16 & IPL 17; Only Live Matches; Excluding Pre-Mid-Post Programs
Pan Masala topped IPL 17 and IPL 16, Ecom-Gaming slide down to 3rd place in IPL 17 over 2nd in IPL 16.
During IPL 17, the top five categories accounted for 43% of total ad volume, compared to 52% in IPL 16.
Among the top 5 Categories in IPL 17, 2 of them belonged to F&B Sector
IPL 17: Top 5 Categories % Share
Pan Masala 11%
Range of Food Products 10%
Ecom-Gaming 10%
Perfumes/Deodorant 6%
Securities/Sharebroking Organization 5%
IPL 16: Top 5 Categories % Share
Pan Masala 15%
Ecom-Gaming 13%
Biscuits 9%
Aerated Soft Drink 9%
Cellular Phone Service 6%
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 74 Matches of IPL 17 and 74 Matches of IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
During IPL 17, the top five sponsors contributed 33% of ad volume, while the top five in IPL 16 contributed 37%.
Sporta Technologies, K P Pan Foods & Vishnu Packaging among the Top 5 advertisers were common between IPL 17 & IPL 16.
Parle Products Topped in terms of advertising with 10% share during IPL 17
IPL 17: Top 5 Advertisers % Share
Parle Products 10%
Sporta Technologies 7%
Vishnu Packaging 7%
Vini Product 5%
K P Pan Foods 4%
IPL 16: Top 5 Advertisers % Share
Sporta Technologies 10%
K P Pan Foods 8%
Parle Biscuits 7%
Coca Cola India 6%
Vishnu Packaging 6%
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 74 Matches of IPL 17 and 74 Matches of IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
Top 5 brands contributed 32% share of ad volumes in IPL 17, while top 5 of IPL 16 contributed 30%.
Dream11.com, Vimal Elaichi Pan Masala & Kamala Pasand Silver Coated Elaichi among the Top 5 brands were common
between IPL 17 and IPL 16.
Parle Food Products lead the list of brands during IPL 17 While Dream11.com during IPL 16
IPL 17: Top 5 Brands % Share
Parle Food Products 10%
Dream11.Com 7%
Vimal Elaichi Pan Masala 7%
Fogg 4%
Kamla Pasand Silver Coated Elaichi 4%
IPL 16: Top 5 Brands % Share
Dream11.Com 10%
Vimal Elaichi Pan Masala 6%
Kamla Pasand Silver Coated Elaichi 6%
Airtel 5g Plus 4%
Tataneu App 3%
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 74 Matches of IPL 17 and 74 Matches of IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
^Categories Present in IPL 16 but not in IPL 17
*Categories Present in IPL 17 but not in IPL 16
Comparison for IPL 16 and IPL 17
In IPL 17, there were 30+ new categories compared to IPL 16, & 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.
New categories in IPL 17 compared to IPL 16 || Categories not appearing in IPL 17 compared to IPL 16
Top 5 New Categories in IPL 17*
Range of Food Products
Securities/Sharebroking Organization
Corporate-Financial Institute
Branded Salts
Lubricants
Top 5 Categories not present in IPL 17^
Cellular Phone Service
Ecom-Auto Products & Services
Wafer/Chips
Dryfruit
Luggage
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 74 Matches of IPL 16 and 74 Matches of IPL 17; Only Live Matches; Excluding Pre-Mid-Post Programs
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
11 - 20 20-40
45% 47% 7%
< 10
Usage of Ad Length during commercial breaks of IPL 17 and IPL 16
Source: TAM Sports
Note: Figures are based on Ad insertions for TV; Commercial ads only; excluding promos and social ads
Base : 74 Matches of IPL 16 and 74 Matches of IPL 17; Only Live Matches; Excluding Pre-Mid-Post Programs
42% 49% 10%
IPL 17
IPL 16
TAM Sports
TAM Sports, a division of TAM Media
Research which integrates technology
and domain knowledge to Measure and
Manage brand activation performance
and effectiveness in sports
For any queries write to: taminsights@tamindia.com
Website Link: www.tamindia.com

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TAM Sports_IPL 17_Commercial Advertising_Report.pdf

  • 1. COMMERCIAL ADVERTISING REPORT IPL SEASON 17 Source: TAM Sports A Division of TAM Media Research Base : 74 Matches of IPL 17 and 74 Matches of IPL 16; Only Live Matches Considered; Excluding Pre-Mid-Post Programs
  • 2.  Analysis of Commercial advertising is based on Ad Volumes.  Ad Volumes are for advertising across 25 channels for IPL 17 and 26 for IPL 16.  The study is on All Live matches during IPL Season 17 and 16 only i.e. excluding PRE-MID-POST Programs. Total 3 Matches washed out without a ball being bowled in IPL 17.  The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer & Official Broadcaster (Star Network)] Inclusions
  • 3. Note: Analysis in Secondages for TV (Commercial ads only; excluding promos and social ads) Source : TAM Sports; Base : 74 Live Matches of IPL 16 and 74 Live Matches of IPL 17; (Excluding Pre-Mid-Post Programs) Key Takeaways 01 03 05 02 04 06 Average ad volume per channel per match increases by 20% in IPL 17 compared to IPL 16. Categories, Advertisers, and Brands tally increase by 40%, 26%, and 21% respectively during IPL 17 compared to IPL 16. Pan Masala tops in IPL 17 and IPL 16; Ecom-Gaming drops to 3rd place in IPL 17 from 2nd in IPL 16. Dream11.com, Vimal Elaichi Pan Masala, and Kamala Pasand Silver Coated Elaichi among top 5 common brands in IPL 17 and IPL 16. IPL 17 introduces 30+ new categories; 10+ categories from IPL 16 absent. 11-20 second ads most preferred during commercial breaks in IPL 17, followed by less than 10 Second Ads.
  • 4. Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : 74 Matches of IPL 16 and IPL 17; Only Live Matches; Excluding Pre-Mid-Post Programs Ad volumes rebound in current IPL Season after a 50% drop in IPL 16 over its previous year Avg. Ad Volume per channel per match surge by 20% during IPL 17 compared to IPL 16 100 120 IPL 16 IPL 17 Indexed Ad Vol Growth % IPL 17 Index: IPL 16 = 100
  • 5. Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : 74 Matches of IPL 17 and 74 Matches of IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs 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 same match of IPL 16 100 119 123 157 145 109 Stages of IPL 16 League Matches First Play-off Eliminator Second Play-off Final Indexed Ad Volume Growth % Index: IPL 16 = 100 RCB vs. RR Indexed ad vol. growth at different Tournament stages of IPL 17 Stages of IPL 17
  • 6. Tally of Categories, advertisers and brands rose by 40%, 26% and 21% respectively during IPL 17 compared IPL 16 Tally of categories, advertisers and brands increased during IPL 17 compared IPL 16 50+ 70+ IPL 16 IPL 17 No. of Categories 65+ 85+ IPL 16 IPL 17 No. of Advertisers 125+ 155+ IPL 16 IPL 17 No. of Brands Source: TAM Sports Note: Figures are based on Count; Commercial ads only; excluding promos and social ads Base : 74 Matches of IPL 16 & IPL 17; Only Live Matches; Excluding Pre-Mid-Post Programs
  • 7. Pan Masala topped IPL 17 and IPL 16, Ecom-Gaming slide down to 3rd place in IPL 17 over 2nd in IPL 16. During IPL 17, the top five categories accounted for 43% of total ad volume, compared to 52% in IPL 16. Among the top 5 Categories in IPL 17, 2 of them belonged to F&B Sector IPL 17: Top 5 Categories % Share Pan Masala 11% Range of Food Products 10% Ecom-Gaming 10% Perfumes/Deodorant 6% Securities/Sharebroking Organization 5% IPL 16: Top 5 Categories % Share Pan Masala 15% Ecom-Gaming 13% Biscuits 9% Aerated Soft Drink 9% Cellular Phone Service 6% Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : 74 Matches of IPL 17 and 74 Matches of IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
  • 8. During IPL 17, the top five sponsors contributed 33% of ad volume, while the top five in IPL 16 contributed 37%. Sporta Technologies, K P Pan Foods & Vishnu Packaging among the Top 5 advertisers were common between IPL 17 & IPL 16. Parle Products Topped in terms of advertising with 10% share during IPL 17 IPL 17: Top 5 Advertisers % Share Parle Products 10% Sporta Technologies 7% Vishnu Packaging 7% Vini Product 5% K P Pan Foods 4% IPL 16: Top 5 Advertisers % Share Sporta Technologies 10% K P Pan Foods 8% Parle Biscuits 7% Coca Cola India 6% Vishnu Packaging 6% Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : 74 Matches of IPL 17 and 74 Matches of IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
  • 9. Top 5 brands contributed 32% share of ad volumes in IPL 17, while top 5 of IPL 16 contributed 30%. Dream11.com, Vimal Elaichi Pan Masala & Kamala Pasand Silver Coated Elaichi among the Top 5 brands were common between IPL 17 and IPL 16. Parle Food Products lead the list of brands during IPL 17 While Dream11.com during IPL 16 IPL 17: Top 5 Brands % Share Parle Food Products 10% Dream11.Com 7% Vimal Elaichi Pan Masala 7% Fogg 4% Kamla Pasand Silver Coated Elaichi 4% IPL 16: Top 5 Brands % Share Dream11.Com 10% Vimal Elaichi Pan Masala 6% Kamla Pasand Silver Coated Elaichi 6% Airtel 5g Plus 4% Tataneu App 3% Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : 74 Matches of IPL 17 and 74 Matches of IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
  • 10. ^Categories Present in IPL 16 but not in IPL 17 *Categories Present in IPL 17 but not in IPL 16 Comparison for IPL 16 and IPL 17 In IPL 17, there were 30+ new categories compared to IPL 16, & 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. New categories in IPL 17 compared to IPL 16 || Categories not appearing in IPL 17 compared to IPL 16 Top 5 New Categories in IPL 17* Range of Food Products Securities/Sharebroking Organization Corporate-Financial Institute Branded Salts Lubricants Top 5 Categories not present in IPL 17^ Cellular Phone Service Ecom-Auto Products & Services Wafer/Chips Dryfruit Luggage Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : 74 Matches of IPL 16 and 74 Matches of IPL 17; Only Live Matches; Excluding Pre-Mid-Post Programs
  • 11. 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 11 - 20 20-40 45% 47% 7% < 10 Usage of Ad Length during commercial breaks of IPL 17 and IPL 16 Source: TAM Sports Note: Figures are based on Ad insertions for TV; Commercial ads only; excluding promos and social ads Base : 74 Matches of IPL 16 and 74 Matches of IPL 17; Only Live Matches; Excluding Pre-Mid-Post Programs 42% 49% 10% IPL 17 IPL 16
  • 12. TAM Sports TAM Sports, a division of TAM Media Research which integrates technology and domain knowledge to Measure and Manage brand activation performance and effectiveness in sports
  • 13. For any queries write to: taminsights@tamindia.com Website Link: www.tamindia.com