Television advertising for IPL 17 saw a 6% increase in ad volumes per channel compared to IPL 16 across the first 23 matches played. In IPL 16, there were over 30 categories and 45 advertisers, while IPL 17 featured more than 55 categories and 60 advertisers during the same period, indicating a 65% increase in categories and a 37% increase in advertisers.
The top five categories in IPL 17 collectively accounted for 50% of ad volumes, with Ecom-Gaming leading the pack. Notably, Ecom-Gaming and Pan Masala were consistent categories across both IPL seasons. Two of the top five IPL 17 categories belonged to the Food & Beverage sector.
In terms of advertisers, Sporta Technologies held the top position in IPL 16, whereas Parle Products led in IPL 17. Together, the top advertisers contributed over 38% of ad volumes in IPL 17, with Sporta Technologies, Vishnu Packaging, and K P Pan Foods featuring among the top 5 advertisers in both IPL seasons.
IPL 17 saw the introduction of 37 new categories and 86 new brands compared to IPL 16 over the same 23 matches. Notable new brands included Parle Food Products and Airtel Xstream Fiber, ranking first and second among the 73 new brands in IPL 17.
Additionally, IPL 17 introduced new categories such as a Range of Food Products, Securities/Sharebroking Organisations, Internet Service Providers, Ecom-financial Services, and Ecom-wallets, which were not present in IPL 16.
Overall, these statistics illustrate the evolving landscape of advertising categories and brands during the IPL seasons, highlighting significant growth and diversification in ad volumes and market participation.