TV Ad volume of IPL 2021 registers rise of six percent

The 14th edition of the cash-rich Indian Premier League (IPL) concluded on October 15 which saw the MS Dhoni-led Chennai Super Kings (CSK) winning its fouth title after defeating two-time champions Kolkata Knight Riders (KKR) by 27 runs in the summit clash in Dubai.

Although the viewership data for the second phase of the tournament is yet to be released, it has been learnt that the ad volume numbers has performed well for the broadcaster.

As per the TAM Sports-IPL 14 Advertising Report based on IPL 13 and IPL 14, the advertising volumes on TV in the 51 matches of the just concluded season grew by six percent compared to the last season, which was completely staged out in the UAE.

Meanwhile, reports suggest that although the tally of advertisers grew by 10%, the numbers of brands registered a decline by 2% in IPL 14 when compared to the last season.

As per reports, IPL 13 and 14 witnessed similar categories coming on board.

While the 2021 season witnessed more than 120 advertisers as compared with 110 in the 2020 season but on the other hand, the league saw over 225 brands this year, which are slightly less as compared to the last season.

Reports further said that while ecom-education was at the top category in IPL 14, smart phones topped the list during IPL 2020.

Significantly during 51 matches of the just concluded season, the top five categories collectively contributed more than 36% of overall ad volumes.

Dream11.com and Phonepe were among the top five brands and both were common in the IPL 14 and IPL 13 season.

While Dream 11 recorded the highest share of 6% of the total advertising volume, which was one percent more compared to previous season, PhonePe share declined by a percent.

The report also stated that more than 30 new categories appeared during 51 matches of IPL 14 season, compared to the last one. In th list of new categories, Securities/Sharebroking Organization topped the list.

It is expected that the figures will register further increase as two more teams will be added, which will increase the number of matches and all the other opportunities as well.

In September, Star India network had said that it was on track to breach the 400 million viewers’ mark on TV, for the fourth year in a row.

The marquee tournament had till then garnered 380 million viewers until match #35, 12* million higher than IPL 2020 at the same stage. The TV viewer aggregation is in fact higher than the last three editions of the tournament, since 2018.

“We are proud to have delivered IPL to over 380 million viewers for the fourth time in a row. The last two occasions have been special as we navigated unprecedented circumstances and overcame challenges in bringing IPL to fans in the comfort of their homes. The business end of the IPL always generates a great deal of anticipation among fans that we captured in our campaign, #AsliPictureAbhiBaakiHai,” a Star Sports Spokesperson had said.

The success of VIVO IPL can be attributed to Star India’s strategy of regionalisation and customer segmentation, whereby the tournament is presented in 8 different languages to cater to viewers in different states & regions and two additional customised match-feeds to cater to specific consumer segments (Select Dugout which reaches out to core cricket fans and cricket aficionados presented by some of the top T20 experts or the newly introduced Hotstar Dosts feed on Disney+ Hotstar which is a light-hearted take on the match presented by a combination of stand-up comics and guest commentators).

News Desk

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