IPL 2021: E-commerce continues to dominate advertising in second week

April 26, 2021 | By : Devaanshi Singh
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In the first week of IPL 2021, E-Commerce was leading in the advertising sector. The second week of the tournament has witnessed a similar trend. According to the TAM Adex report, around 27 new categories and 96 brands are advertising in the first 13 matches. Leading the list is Securities (share broking organizations) followed by Fans, Hairdryers, Refrigerators, and Energy Drinks.

Amongst the 96 new brand entrants, JdMart has topped the list followed by UpStox and Rajshree Silver Coated Elaichi. The last two in the top five are Grow and VIVO X60 Series 5G. But this week too, ECOM is the leading sector, with 2 categories presenting 16% share of advertisement volume. Last season there were four categories from the ecom sector at this point.

Also, the top five categories including ecom-gaming, smartphones, soft drinks, ecom- education, and cars together had a 34% share of ad volumes in IPL 2021. The top five advertisers have contributed 20% to the share of advertisement volumes.

Sporta Technologies and FX Mart were also major contributors towards ad-volume last season. Post the completion of the first 13 matches, IPL 14 has witnessed an 8% increase in categories. At the same time, it has suffered a loss with the number of advertisers and brands observing a decline of 14% and 18% respectively.

Like the first week of IPL 2021, Behrouzbiryani.com was the top exclusive brand on Hindi and English language sports channels, whereas 7 Up leads the exclusive brands on regional sports channels. A total of 100 brands advertised on both Regional and Hindi & English sports channels during the first 13 matches of IPL 2021.  Dream11 was on top among the common brands.

Meanwhile, TAM has also reported stats for Advertising volume on television significantly during January – March’21. There is a 30%  growth as compared to the same period of last year, The report noted that in the span of the last six months, television ad volumes peaked in March’21. Among the leading sectors on television, Food & Beverages topped with a 20% share of ad volumes. Services, Household Products and Personal Healthcare were among the top five sectors. Despite the growth in advertising volumes, there is a marginal drop in the total number of categories, advertisers, and brands during January-March’21, with categories on TV declining by 2.33%,  and advertisers saw a drop of 10%.



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