Ad volumes recovered in the Indian Premier League (IPL) 2024, following a 50% decrease in IPL 2023. The average ad volume per channel per match increased by 20% during IPL season 17 when compared to season 16.
While indexed ad volume increased across all stages of IPL 17 compared to similar stages of IPL 16, the eliminator match of IPL 17 saw the greatest increase compared to the same in IPL 16.
The number of categories, advertisers, and brands increased by 40%, 26%, and 21%, respectively, in IPL 17 compared to IPL 16.
During IPL 17, the top five categories comprised 43% of total ad volume, versus 52% in IPL 16. Two of the top five categories in IPL 17 belonged to the food and beverage sector. Pan Masala won IPL 17 and IPL 16, while Ecom-Gaming dropped to third place in IPL 17 after finishing second in IPL 16.
During IPL 17, the top five sponsors accounted for 33% of ad volume, compared to 37% in IPL 16. Parle Products led in advertising with a 10% share during IPL 17. Sporta Technologies, K P Pan Foods, and Vishnu Packaging were among the top five advertisers in IPL 17 and IPL 16.
The top five brands accounted for 32% of ad volume in IPL 17, compared to 30% in IPL 16. Parle Food Products led the chart of brands in IPL 17, whereas Dream11 led in IPL 16. Dream11, Vimal Elaichi Pan Masala, and Kamala Pasand Silver Coated Elaichi were among the top five brands in both IPL 17 and IPL 16.
In IPL 17, there were more than 30+ new categories compared to those in IPL 16, as well as 10+ categories that did not appear in IPL 17 as opposed to IPL 16. Among the new categories, Range of Food Products ranked first, followed by Securities/Sharebroking Organisations.
During ad breaks, 11-20-second ads were most popular, followed by < 10-second ads. Ads lasting more than 40 seconds had only 0.1% ad insertion share.