The Indian Premier League (IPL) 2024 continues to be a juggernaut for advertisers. TAM Sports, a leading media research agency, revealed a substantial increase in advertising during the initial 31 games of the season.
Compared to the 2023 season, the IPL witnessed a remarkable 59% growth in the number of advertised categories, reflecting the expanding appeal of the league to a wider range of businesses. This diversification is evident in the 38% rise in individual advertisers, highlighting the growing competition for audience attention during the IPL.
The data further indicates a 9% increase in ad volumes per channel compared to the previous season. This growth is accompanied by a rise in the number of brands advertising during the tournament. Over 65 brands leveraged the IPL platform to reach viewers during the first 31 matches alone, surpassing the 45+ brands seen in the same period of IPL 2023.
The report also sheds light on the top-performing advertising category. Ecom-Gaming, encompassing both e-commerce and gaming companies, emerged as the leader, capturing a significant 18% share of the total ad volume.
Looking at individual advertisers, Sporta Technologies (Dream11) held the top spot for 16 matches during IPL 17, while Parle Products emerged as the leader for 15 matches. Interestingly, the top advertisers collectively accounted for 37% of advertising volumes in IPL 17.
Moreover, Sporta Technologies, Vishnu Packaging, and K P Pan Foods maintained their positions among the top five advertisers. IPL 17 also witnessed the emergence of Parle Food Products and Groww, claiming the first and second spot, respectively, among the top five new brands featured in IPL 17.
TAM Sports’ findings underscore the enduring power of the IPL as a platform for brand building and audience engagement. The league’s ability to attract a massive and diverse viewership continues to be a compelling proposition for advertisers across various sectors.
TAM Sports is a division of TAM Media Research, a leading agency in India focusing on television viewership data. TAM Sports specifically analyzes advertising trends and viewer behaviour in the realm of sports broadcasting. The research agency produces reports on major sporting events like the IPL and the ICC Cricket World Cup, detailing things like ad volume by category, advertiser share, and even celebrity endorsements. This data proves valuable for broadcasters, advertisers, and sports leagues alike.