As many as 19 new advertising categories and 95 new brands advertised in the first 71 matches of TATA IPL this year compared to the same number of matches in IPL 15, according to a TAM Advertising Report with Pan Masala continuing to be the top spender.
Earlier the top spot was taken by the fantasy sports/ecomm gaming category.
Compared to the 71 matches during the last IPL, the share of Pan Masala increased from 7% to 16%.
The other categories in the top five are aerated soft drink (9%), biscuits (9%) and cellular phone service (6%), which means three out of the five top categories are food and beverages.
Collectively, the top five categories in IPL 16 together had a 53% share of Ad Volumes while the top five advertisers contributed a 37% share of Ad Volumes during 71 matches this season.
Sporta Technologies was the leading advertiser during all 71 matches with a 10 % share in Ad Volumes compared to 7% last IPL season.
Among the 95 new brands, ‘Airtel 5G Plus’ maintained its leading position followed by Thums Up Charged, Rupay Credit, Maruti Suzuki Fronx and Airtel 5G Plus-Apple Iphone 14 Pro.
Top advertisers for this year’s IPL are Sporta Technologies (Dream11.com), K P Pan Foods, Parle Biscuits, Coca-Cola India and Vishnu Packaging.
The percentage share (based on Ad Volumes) of Sporta Technologies (Dream11.com) and K P Pan Foods, increased from 7% and 4%, respectively in IPL 15 to 10% and 8% in IPL 16.
The top five new advertising categories are biscuits, dry fruits, ecomm-travel and tourism, moisturising lotions and luggage.
The report also mentioned common and exclusive brands on national sports channels versus regional sports channels in IPL 16.
A total of 12 exclusive brands were seen on national (Hindi and English language) sports channels while 18 exclusive brands made it to regional language sports channels during the 71 matches this IPL.
Dream11.com, an online sports gaming platform, was leading the list of common brands on both regional and Hindi + English sports channels during the matches.
As many as 96 brands were common in both channel categories during the 71 matches this IPL, the report said.