Marginal drop in number of advertisers, brands at IPL this year

An analysis suggests the indexed growth based on ad volumes during matches saw the volume per channel per match increase by 8% at IPL-15 over IPL-14

A comparison between ad volume growth for IPL 15 versus IPL 14 shows that the cricketing extravaganza this year ended with comparatively fewer advertisers and brands.

An analysis conducted by TAM Sports, which specialises in measuring sports sponsorship, said that the indexed growth based on ad volumes during matches saw the volume per channel per match increase by 8% this year over IPL-14.

The live coverage of first play offs generated 11% more advertising volumes compared to the first play offs during the last season. The numbers were drawn based on data available for 57 of the total 71 matches played this year.

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The number of brands, categories and advertisers came down marginally from 41 to 39 this year. The number of advertisers came down from 63 to 62 this season with 80 brands displaying their names when compared with 82 last year.

About 14% (percentage is calculated based on ad volumes) share of ads was cornered by e-commerce gaming companies with pan masala companies and e-commerce wallets taking 7% each of the entire ad volume this year. Additionally, e-commerce education took 6% and e-commerce online shopping took 5% share of the ad volume.

Among the top five advertisers Sporta Technologies, Think & Learn and K P Pan Foods were common during IPL 15 and IPL 14. The top five advertisers contributed 24 per cent share of ad volumes during 57 matches this season.

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