Initial IPL matches witness a dip in advertiser participation compared to the previous year
NEW DELHI: The 15th installment of the Indian Premier League (IPL) has kicked off with a subdued start in terms of advertiser engagement, ad categories, and brand representation during the initial matches compared to the last season, as per data from TAM Sports, a division of TAM Media Research.
In the first five matches of the T20 extravaganza, there has been a notable decline in ad categories by 29%, from 58 to 41, brands by 15%, from 114 to 97, and advertisers by 13% compared to IPL 2021, the report revealed.
“It’s quite surprising because typically, the initial five matches witness a surge in advertiser interest due to higher reach and ratings, which tends to taper off subsequently. However, there could be several factors contributing to this,” remarked Vaishali Verma, CEO of Initiative India, an IPG Mediabrands agency.
One significant factor for this season is the increased participation of 10 teams, including two new franchises, leading to a rise in the number of matches from 60 to 74. “Additionally, the prices for ad slots have surged this year, prompting many brands and advertisers to opt for customized packages tailored to specific matches rather than committing to all,” Verma explained.
Online gaming companies emerged as the dominant advertisers, with their ad share increasing from 12% in 2021 to 17% this year. However, pan masala brands surpassed the smartphone category to secure the second position. E-commerce, edtech, and digital wallets also featured prominently among the top five advertisers in the initial matches.
The data, based on live match broadcasts, analyzes commercial advertising on TV, with the percentage share determined by ad volumes, according to TAM Sports.
“As long as the entire ad inventory is sold, the slight dip in brand presence within the property isn’t a major concern,” remarked Jigar Rambhia, National Director of Sports and Entertainment Partnerships at media agency Wavemaker. He emphasized that brands make strategic decisions based on their marketing objectives, opting to advertise selectively or consistently throughout the tournament.
Verma noted that while the IPL broadcaster often oversells inventory, this year has seen a 10-11% increase in spot prices. “Even with a slight decrease in advertiser count, the enhanced spot prices compensate, especially with 74 matches in total. However, it’s crucial to monitor if this trend persists,” she added.
According to TAM, the top five advertisers collectively contributed a significant portion of ad volumes during the initial matches. Leading the pack is Sports Technologies Pvt. Ltd, the parent company of Dream11, followed by KP Pan Foods, owner of the Kamla Pasand brand, Bundl Technologies (Swiggy), Tata Digital, and Gameskraft Technologies, parent company of RummyCulture.com.
“The data underscores a noteworthy shift: IPL is no longer the domain of established ‘legacy’ brands. Traditional TV stalwarts like HUL, P&G, Maruti, or Hero are conspicuously absent from the initial match data,” observed Sandeep Goyal, Managing Director of Rediffusion. “The IPL has become a playground for digital disruptors, offering them an avenue for rapid consumer recognition. It’s intriguing to see even mobile phone brands slipping out of the top five.”
While the number of brands may be fewer, in terms of overall performance, this could arguably be the league’s and teams’ most promising year, suggested Divyanshu Singh, Head of Sales and Marketing at JSW Sports, owners of Delhi Capitals.