IPL advertising receives steady growth in categories

Without a shadow of a doubt, cricket is the favourite sport of India. And it only makes sense that the Dream 11 IPL is one of the most-watched sporting events in the entire calendar year. 

Now that the IPL is brought to fans completely through television sets, the only source of revenue for the teams and the tournament in itself is through mass advertising and broadcasting deals. 

Keeping to the topic of advertisements, 162 brands have been actively advertising during the broadcast timings of the IPL since the 12th edition of the tournament. 

Since then, over 31 new categories have emerged in the advertising sector for the commercials aired during the cricket festival held annually. 

According to a report published by TAM Adex data for the first 34 live matches (Period: 19th Sep’20 – 17th Oct’20 (IPL 13) and 23rd Mar’19 – 18th Apr’19 (IPL 12)), Oppo’s Reno4 Pro was the highest advertised product during the time period mentioned above. 

The highest advertised category during the IPL during this sample time period was found to be wafers and chips. They were followed by eCommerce websites and pharmaceuticals, which were in turn followed by network companies such as Vi or manufacturing companies of the likes of Oppo and Vivo. 

The same report mentioned that there were 37 distinct brands that aired advertisements during the recorded time period. During this time, Century Ply and Laminates, Ford Service, Pepsi and HDFC Mutual Fund were the companies with the most aired commercials. 

As for IPL 13, the highest advertised brand across both English and Hindi telecasts came out to be Dream 11, the current title sponsor of the league. 

The number of advertising companies grew by 4% in the 12th edition of the IPL. On the other hand, the 13th edition recorded a 9% growth in advertising.

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