In the 17th season of Indian Premier League (IPL) season, spanning 48 matches, the advertising landscape witnessed growth and evolution compared to the previous edition. Data analysis by TAM Sports report revealed that the advertising on television for IPL 17 witnessed a 15% increase in ad volumes per channel when compared to the previous season.
Moreover, the number of advertising categories increased by 59%, from over 40 in IPL 16 to more than 60 in IPL 17. Similarly, the count of categories and advertisers saw a rise of 40% and 33% respectively, from IPL 16 to IPL 17. Among the top advertising categories in IPL 17, Ecom-Gaming emerged as the leader, contributing 14% of the ad volumes.
Notably, the Food & Beverage (F&B) sector was well represented, with two out of the top five categories belonging to this industry. Ecom-Gaming and Pan Masala were common categories present in both IPL 17 and IPL 16. Furthermore, Sporta Technologies and Vishnu Packaging were the common advertisers present among top five of IPL 17 and IPL 16.
Compared to IPL 16, there were 32 new categories and 101 new brands present in IPL 17. Two each out of the top five new categories were from F&B sector and banking, financial services and insurance (BFSI) sector. Additionally, among National (Hindi and English) language channels, Fogg Master was the leading brand while Mobil Super/ Mobil Super Moto was the top brand on regional language channels.
During 48 matches of IPL 17, a total of 94 brands advertised on both Hindi and English language channels and regional language channels with Parle Food Products leading the list.