IPL-13-Commercial-Advertising-Report.pdf - MxMIndia

Source: TAM Sports (A Division of TAM Media Research)

Base : All Matches of IPL 13 and IPL 12; Only Live Matches Considered; Excluding Pre-Mid-Post Programs

Analysis of Commercial advertising is based on Ad Volumes.

Ad Volumes are for advertising across 24 Star Network channels for both IPL 13 and IPL 12.

The study is on All Live matches during IPL Season 13 and 12 only i.e. excluding PRE-MID-POST

Programs.

The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer &

Official Broadcaster (Star Network)]

4

5

37 new categories advertised during IPL 13 compared to IPL 12

Source: TAM Sports Note: Figures are based on Secondages for TV in both the sections; TV: Commercial ads only; excluding promos and social ads Base : All Matches of IPL 13 and IPL 12; Only Live Matches; Excluding Pre-Mid-Post Programs

Avg. Ad Volumes* during all matches of IPL 13 remained almost same compared to IPL 12

Highlights

1

2

3

Tally of Advertisers & Brands grew by 7% and 3% respectively in IPL 13 compared to IPL 12

Oppo India made it to the top during IPL 13 compared to 4th place in IPL 12

During IPL 13 (53 days), Ad Volumes of Sports genre spiked by more than 3 Times

compared to 53 days prior to IPL 13

* Avg. Ad Volumes/Match/ Channel

(Including Comparison with IPL 12) Advertising Overview during IPL 13

Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : All Matches of IPL 13 and IPL 12; Only Live Matches; Excluding Pre-Mid-Post Programs

Avg. Ad Volumes* during IPL 13 remained almost same compared to IPL 12

93 92

IPL 12 IPL 13

Count of

Categories

107 115

IPL 12 IPL 13

Count of

Advertisers 242

249

IPL 12 IPL 13

Count of

Brands

Base: All Matches

Tally of Advertisers and Brands grew by 7% and 3% respectively in IPL 13 compared to IPL 12

* Avg. Ad Volumes/Match/ Channel

Cellular Phones-Smart Phones 13%

Cars 6%

Ecom-Wallets 6%

Aerated Soft Drink 6%

Ecom-Gaming 5%

Cellular Phones-Smart Phones 10%

Ecom-Gaming 9%

Ecom-Wallets 7%

Ecom-Media/Entertainment/Social Media 7%

Ecom-Education 6%

4 of the Top 5 categories in IPL 13 were from 'E-commerce‘ Sector with 29% share of Ad Volumes

during IPL 13

The Top 5 categories added 39% share of Ad Volumes in IPL 13 and 36% share in IPL 12 3 of Top 5 categories viz, Cellular Phones-Smart Phones, Ecom-Gaming & Ecom-Wallets were common between IPL 12 and 13

IPL 13: Top 5 Categories - Total 92 IPL 12: Top 5 Categories - Total 93


Coca Cola India 5%

FX Mart 5%

Vivo Mobile India 5%

Oppo India 5%

Maruti Suzuki India 4%

Oppo India 5%

Sporta Technologies 5%

Amazon Online India 5%

Vodafone Idea 5%

FX Mart 5%

Top 5 Advertisers contributed 24% share of Ad Volumes during both IPL 13 and IPL 12

Oppo India made it to the top during IPL 13 compared to 4th place in IPL 12

2 out of Top 5 advertisers were common between IPL 12 and IPL 13 viz. Oppo India and FX Mart

IPL 13: Top 5 Advertisers – Total 115 IPL 12: Top 5 Advertisers – Total 107


Sporta Technologies

Vivo Mobile India

Oppo India

Samsung India

Cellular Phones-

Smart Phones Ecom-Gaming

Playgames 24x7

Galactus Funware Technology

Ecom-Wallets

One97 Communications (Paytm.com)

Dreamplug Technologies (CRED)

FX Mart (Phonepe)

Ecom-Media/

Entertainment/ Social

Media

Facebook Inc

Eterno Infotech

Ecom-Education

Think & Learn

Whitehat Education

Advertisers under Top 5 Categories – IPL 13

Netflix International B V Upgrad Education

Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : All Matches of IPL 13; Only Live Matches; Excluding Pre-Mid-Post Programs

Phonepe 5%

Vivo V15/V15 Pro 5%

Oppo F11 Pro 5%

Vimal Elaichi Pan Masala 3%

Dream11.com 3%

Dream11.com 5%

Vi Cellular Phone Service 5%

Phonepe 5%

Amazon.in 4%

Kamla Pasand Pan Masala 3%

Top 5 Brands added 21% share of Ad Volumes during both IPL 13 and IPL 12

Dream11.com moved up by 4 position to achieve 1st rank in advertising during IPL 13 compared to IPL 12 2 brands were common among the Top 5 between IPL 12 and IPL 13. viz. Dream11.com and Phonepe

IPL 13: Top 5 Brands – Total 249 IPL 12: Top 5 Brands – Total 242


New categories in IPL 13 compared to IPL 12 || Categories not appearing in IPL 13 compared to IPL 12

37 new categories advertised during IPL 13 compared to IPL 12 During IPL 13, Banking-Services & Products was the top new category followed by Internet Service Providers compared to IPL 12

Banking-Services & Products

Internet Service Providers

Noodles/Pasta

Ecom-Pharma/Healthcare

Furniture Related Items

Top 5 New Categories in IPL 13*

Source: TAM Sports Categories of Corporate Ads are not considered in Top 5 new and missed categories Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : All Matches of IPL 13 and IPL 12; Only Live Matches; Excluding Pre-Mid-Post Programs

Ecom-Travel & Tourism

Electrical Switches/Parts

Retail Outlets-Departmental Stores

Tooth Pastes

Liquor-Beer

Top 5 Categories not present in IPL 13*

*Categories Present in IPL 12 but not in IPL 13 *Categories Present in IPL 13 but not in IPL 12

Comparison for ALL matches of IPL 12 and IPL 13

Ad Length (10, 20, 30 Seconds) - IPL 13

10-20 seconds ads were utilized the most during commercial breaks, followed by 21-30 seconds ads

< 10 10-20 21-30 >30

8% 79% 11% 1% Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Base : All Matches of IPL 13; Only Live Matches; Excluding Pre-Mid-Post Programs

During IPL 13 (53 days), Ad Volumes of Sports genre spiked by more than 3 Times compared to 53

days prior to IPL 13

Ad Volumes in News and GEC Genres rose by 14% and 15% respectively during 53 Days of IPL 13 compared to same period prior to IPL 13

Source: TAM Sports Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads

Period : 19th Sep – 10th Nov, 2020 and 28th Jul – 18th Sep, 2020; *53 Days before the start of IPL 13

100 114 115 109

125 114

326

53 Days Prior to IPL 13* News GEC Movies Music Kids Sports

Index Growth in Advertising during IPL 13 compared to 53 Days prior to IPL 13

*Index for all Genres during 28th Jul – 18th Sep, 2020 = 100 Period: 19th Sep – 10th Nov, 2020

Share of Ad Volumes for leading Genres – Pre* and During IPL 13

Share of Movies genre shrunk from 24% prior IPL 13 (53 Days) to 22% during 53 days for IPL 13 Ad Volume share of Sports and Music genre grew by 1% each during IPL 13 compared to Pre IPL 13 period


Period : 19th Sep – 10th Nov, 2020 and 28th Jul – 18th Sep, 2020; *53 Days before the start of IPL 13

31%

26%

24%

10%

3%

1%

5%

Pre IPL 13 (53 Days)*

News GEC Movies Music Kids Sports Others (6)

31%

25%

22%

11%

3%

2%

6%

During IPL 13 (53 Days)

News GEC Movies Music Kids Sports Others (6)

Channel Genre share

Channel Genre share

Top 5 Advertisers on News Genre and IPL 13 during 19th Sep – 10th Nov, 2020

Top 5 Advertisers on News Genre had 16% share of Ad Volumes while top 5 list of IPL 13 had 24% share


Period : 19th Sep – 10th Nov, 2020

Rank Top 5 Advertisers - IPL 13 % share

1 Oppo India 5%

2 Sporta Technologies 5%

3 Amazon Online India 5%

4 Vodafone Idea 5%

5 FX Mart 5%

Rank Top 5 Advertisers - News Genre % share

1 Reckitt Benckiser India 5%

2 Hindustan Unilever 4%

3 Godrej Consumer Products 3%

4 GCMMF (Amul) 2%

5 Colgate Palmolive India 2%

For any queries write to: Website Link: www.tamindia.com Vinita Shah [email protected]

mailto:[email protected]

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.

IPL-13-Commercial-Advertising-Report.pdf - MxMIndia

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