EBANI ADVERTISING - Blog

Being the biggest T20 league in the world, IPL came with immense opportunities for advertisers and brands who were looking to target a huge number of people.

84 new brands and 17 new categories have advertised in the Indian Premier League compared to the previous season, as per a report by TAM Sports, a division of TAM Media Research. The average ad volume per channel witnessed a 3 per cent rise over IPL 14. In 2022 IPL has telecast across 21 channels of the Star India network.

The number of advertisers, brands and categories witnessed a week-on-week growth during the 15th edition of IPL with the count of advertisers increasing by more than 13 per cent since the last two weeks.

Four out of the top five categories (e-comm gaming, pan masala, e-comm wallet, e-comm education) remained common between the two seasons. E-comm online shopping is a new entrant in the top 5 categories. The four categories from the e-comm sector contributed 32 per cent share of the ad volumes. Gaming has remained the top advertising category this year, increasing its share from 10 per cent to 15 per cent.

Amongst the top 5 advertisers, Sporta Technologies (Dream11’s parent company) is the only common brand in the two years. It has retained its first position increasing its ad share volume from 5 per cent to 7 per cent. The new entrants in the list are Vini Product (Fogg Deodorant), KP Pan Foods, Think and Learn (Byju’s) and Tata Digital.

The top five new categories included corporate/brand image, ecommerce-auto rental services, corporate-NBFCS, ATM services/debit cards and two wheelers. Among the 84 new brands, Tata Neu topped the list followed by Meesho, Spotify, Winzo Games and Fogg.

IPL (Indian Premier League) is one of the major sports events of the year in India. It is also an immense moment for brands and advertisers to target a massive potential audience. About 850 million+ audience watched IPL in 2021 with over more than 400 million people watching it on Disney+ Hotstar. This year in 2022, it is believed that the number of viewers on Disney+ Hotstar is going to drastically increase. Advertising in IPL 2022 is one of the prime branding ways to target a massive audience base and take your brand to the next level. With Tata Group being the official sponsor this time replacing Vivo and Disney+ Hotstar the official digital broadcast partner of IPL 2022 – The biggest cricket season has ended fulfilling the promise of entertainment, more action with 10 teams this time including two new city teams, i.e. Ahmedabad and Lucknow naming Gujarat Titans and Lucknow Super Giants. With Gujarat Titans willing their maiden title in the first year of existence.

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