During the first 23 matches of the Indian Premier League (IPL) 2024, television advertising saw a six percent rise in ad volumes per channel over IPL 16, according to a TAM Sports report.
According to the research, during IPL 17, the number of categories and advertisers increased by 65% and 37%, respectively, compared to IPL 16. The number of marketers for the first 23 matches surpassed 60 this time, up from 45 in the previous IPL season.
The top five categories in the 2024 IPL season combined for 50% of ad volume, with Ecom-Gaming topping the list. Notably, Ecom-Gaming and Pan Masala were among the top five categories in IPL 17 and 16.
Meanwhile, two of the top five categories in IPL 17 include the food and beverage sector. During IPL 17, Sporta Technologies was the top advertiser in 16 matches, while Parle Products was the top advertiser in seven.
Furthermore, in the ongoing IPL season, the leading advertisers collectively increased their ad volume by more than 38%. Sporta Technologies, Vishnu Packaging, and K P Pan Foods were among the top five advertisers in IPL 17 and 16.
In the 23 matches of this year’s edition, 37 new categories and 86 new brands were introduced, compared to the same amount of matches in the previous IPL season.
Parle Food Products and Airtel Xstream Fiber were the top two among the 73 new brands in IPL 17.