The Indian Premier League (IPL) remains a powerhouse for marketers, with TAM Sports‘ most recent report showing a huge 19% rise in television ad volumes per channel compared to IPL 16 for the first 71 matches. This growth demonstrates the IPL’s continued appeal as a platform for companies to reach a large and engaged audience.
The advertising environment for IPL 17 was more diverse, with a 40% increase over IPL 16. Pan Masala emerged as the most popular category, reflecting a shift in advertisement preferences. Remarkably, the only category that appeared in both IPL 16 and 17 was ecom-gaming, except from Pan Masala.
Parle Products ranked as IPL 17’s top advertiser, accounting for an astonishing 11% of ad volumes. The research also highlighted Sporta Technologies, K P Pan Foods, and Vishnu Packaging as common sponsors throughout both IPL seasons. Particularly, the top five advertisers collectively accounted for 34% of ad volume, illustrating the advertising space’s concentration.
Parle Products consolidated its superiority by leading advertising in 48 of the 71 matches studied. This persistent presence demonstrates the IPL’s success in increasing brand identification and engagement.
The TAM Sports report depicts a healthy advertising environment for the IPL 17. With considerable increases in ad volumes, a diverse range of categories, and great performances from big advertisers, the IPL remains a top choice for businesses looking to engage with a passionate and dedicated audience.