IPL 2020: E-commerce dominates advertisement volumes

E-commerce is currently dominating the advertisement volumes in the IPL 2020. As per the latest report from TAM AdEx Sports, the top five categories that account for 40 percent of the advertisement volumes during the first four matches of IPL 2020 are from the e-commerce domain.

Dream11 is the title sponsor of the tournament. Along with Dream11, VI Cellular Phone Service, PhonePe, BYJU’S, and Oppo F17/F17Pro have emerged as the top five brands during the first four games of IPL 2020.

In the ongoing IPL campaign, the number of advertisers and brands saw a rise of 18 percent and 23 percent, respectively. Cellular Phones-Smart Phones, Ecom-Wallets, and Ecom-Gaming flourished in the last two IPL campaigns. Smart Phones were on top during the first four matches of both seasons. Oppo and PhonePe were the common brands in the top-five list of IPL 2019 and IPL 2020.

IPL 2020 has also seen a surge in brand endorsements. There are more than20 new categories and an excess of 90 brands as compared to the previous edition. Among the new brands, VI Cellular Phone Service topped the list, followed by BYJU’S Classes, Oppo F17/F17Pro, Kamla Pasand Pan Masala, and Whitehat Jr.

Apart from these products, there are multiple brands that are shown exclusively on National (Hindi+English) and regional sports channels as well. There are 15 brands exclusively advertised on Hindi+English Channel, whereas over ten brands that are advertised on regional sports channels.

Since Dream11 is the title sponsor, it is trending across both National as well as regional channels.

IPL is one of the biggest mega-event of the year that has always been the limelight for advertisers and brands. Although the count of TV channels during IPL 2020 (21) is less than that of IPL 2019 (24), there is a surge in the number of brands associated with the league.

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