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IPL 2022 witnesses growth in average ad volume per channel: TAM Report

Only two of the top five categories were shared in the first 13 matches between IPL 14 and 15.

The average ad volume per channel increased by 4% during the Indian Premier League (IPL) 2022 over the previous year for the first 13 matches, based on a comparison of Commercial Advertising on TV for IPL 15 and IPL 14, as per the TAM Sports data.

When compared to the same number of matches in the previous season, the number of categories, advertisers, and brands in the first 13 matches of IPL 15 decreased by 37 per cent, 14 per cent, and 20 per cent, respectively.

Only two of the top five categories were shared in the first 13 matches between IPL 14 and 15. In the ongoing season, four of the top five categories were from the ‘E-commerce’ sector, which accounted for roughly a third of all ad volumes. In the IPL, the top five categories accounted for 40% of total ad volume.

During IPL 15 and IPL 14, Sporta Technologies was the only common advertiser among the top five advertisers. During the first 13 matches of IPL 2022, the top five advertisers accounted for more than a fifth of the total ad volume.

In IPL 15, there were 11 new categories and 71 new brands advertised in the first 13 matches, compared to the same number of games in IPL 14. Corporate/Brand Image was the most popular of the new categories, followed by Ecom-Auto Rental Services.

Kamla Pasand Silver Coated Elaichi’ was the most popular of the 71 new brands, followed by ‘Spotify App.’

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