IPL 2021 Advertising: E-com gaming top advertiser, 27 new categories emerge on IPL advertising

IPL 2021 Advertising: E-com gaming top advertiser, 27 new categories emerge on IPL advertising
IPL 2021 Advertising: E-com gaming top advertiser, 27 new categories emerge on IPL advertising

IPL 2021 Advertising – E-Com Gaming biggest advertising category: According to the TAM AdEx Report, E-Com gaming is still the biggest category to advertise on the 14th edition of the Indian Premier League (IPL). The first 13 matches saw around 27 new categories and 96 brands advertising on IPL 2021.

A total of 100 brands advertised on both Regional and Hindi & English sports channels during the first 13 matches of IPL 14. As expected Dream11.com was on top as the biggest advertiser followed by JD Mart.

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IPL 2021 Advertising: E-com gaming top advertiser, 27 new categories emerge on IPL advertising

IPL 2021 Advertising – E-Com Gaming biggest advertising category: According to the report, the Ecom gaming category has emerged as the leading advertisers in the IPL 14 with a 12% share of advertising volume to the total FCT. Among the new categories that were seen advertising on IPL were securities/share broking organization that led the list, followed by fans, hairdryers, refrigerators, and energy drinks. Whereas among the 96 new brands, JdMart topped the list followed by UPStox and Rajshree Silver Coated Elaichi. Groww and VIVO X60 Series 5G were the other two brands in the top five.

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For the first 13 matches, IPL 14 witnessed an 8% increase in categories whereas the number of advertisers and brands observed a decline of 14% and 18% respectively. Furthermore, Behrouzbiryani.com was the top exclusive brand on Hindi and English language sports channels, whereas 7 Up leads the exclusive brands on regional sports channels.

Also, the categories that were missing in the first 13 matches of IPL 14 compared to IPL 13 were two-wheelers, wires & cable, namkeen, e-matrimonials and toilet/floor cleaners.

The TAM adex data also indicates that post completion of 13 matches, the top ten categories’ list had 4 categories from ‘E-commerce Sector in IPL 13 whereas in IPL 14 there were only two E-com categories presented with 16% share of ad volumes.

Also, the top five categories including ecom-gaming, smartphones, soft drinks, ecom- education, and cars together had a 34% share of ad volumes in IPL 14, while three out of the top five categories were common between IPL 13 and 14.

Meanwhile, the top five advertisers contributed 20% to the share of ad volumes respectively during 13 matches of IPL 14 and only two out of the top five advertisers were common between IPL 14 and IPL 13, that is Sporta Technologies and FX Mart.

IPL 2021: Ecom Gaming is the biggest advertising category in IPL 2021

IPL 2021 Advertising – E-Com Gaming biggest advertising category: The Ecom gaming category has emerged as the leading advertisers in the IPL 14 with a 12% share of advertising volume to the total FCT. As per the TAM Sports-IPL 14 advertising report, for the first 13 matches, Smartphone, Ecom-gaming and education were among the top three categories of advertising in IPL 13. And in the first 13 matches of IPL 13, the Ecom-gaming category had only 10% of share in the overall advertising volume.