The TAM Sports-IPL 13 Commercial Advertising Report for the first 25 matches gives an overview of IPL 2020 so far with a focus on top categories, advertisers and brands. It also lists new advertisers and brands, comparing the trends with that of IPL 12. 

1. Source : TAM Sports
Base : 25 Matches of IPL 12 and IPL 13; Only Live Matches Considered; Excluding Pre-Mid-Post Programs

2.  Analysis of Commercial advertising is based on Ad Volumes.
 Ad Volumes are for advertising across 21 and 24 Star Network channels for IPL 13 and IPL 12
respectively.
 The study is on 25 Live matches during IPL Season 13 and 12 only i.e. excluding PRE-MID-POST
Programs.
 The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer &
Official Broadcaster (Star Network)]

3. 4
5
30+ new categories and 150+ new brands advertised during IPL 13 compared to IPL 12
Source: TAM Sports
Note: Figures are based on Secondages for TV in both the sections; TV: Commercial ads only; excluding promos and social ads
Base : 25 Matches of IPL 13 and IPL 12; Only Live Matches; Excluding Pre-Mid-Post Programs
8% growth registered in Avg. Ad Volumes* during 13th season of IPL compared to IPL 12
Highlights
1
2
3
5 of the Top 10 categories were from 'E-commerce’ with 35% share of IPL 13 Advertising
Oppo India made it to the top position during IPL 13 compared to 2nd place in IPL 12
During 22 Days of IPL 13, Ad Volumes in Sports genre spiked by nearly 3 Times compared to 28th Aug
– 18th Sep, 2020 (22 Days prior to IPL 13)
* Avg. Ad Volumes/Match/ Channel

4. Advertising Overview during IPL 13 (Including Comparison with IPL 12)Section 1:

5. Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 25 Matches of IPL 13 and IPL 12; Only Live Matches; Excluding Pre-Mid-Post Programs
100
108
IPL 12 IPL 13
Index: IPL 12 = 100
Base: 25 Matches
IPL 13
Growth in Average Ad Volumes*
* Avg. Ad Volumes/Match/ Channel
8% growth registered in Avg. Ad Volumes* during IPL 13 compared to IPL 12

6. Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 25 Matches of IPL 13 and IPL 12; Only Live Matches; Excluding Pre-Mid-Post Programs
Trend of Ad Volumes and Count of Categories, Advertisers and Brands : IPL
13 vs. IPL 12
77 75
IPL 12 IPL 13
Count of
Categories
87
101
IPL 12 IPL 13
Count of
Advertisers
174
187
IPL 12 IPL 13
Count of
Brands
Base: 25 Matches
Tally of Advertisers and Brands grew by 16% and 7% respectively in IPL 13 compared to IPL 12.

7. Cellular Phones-Smart Phones 13%
Ecom-Wallets 6%
Cars 6%
Aerated Soft Drink 6%
Ecom-Media/Entertainment/Social Media 5%
Ecom-Gaming 5%
Perfumes/Deodorant 5%
Ecom-Food/Grocery 4%
Paints 4%
Pan Masala 4%
Ecom-Gaming 10%
Cellular Phones-Smart Phones 9%
Ecom-Wallets 7%
Ecom-Education 7%
Ecom-Media/Entertainment/Social Media 7%
Cellular Phone Service 6%
Cars 5%
Aerated Soft Drink 4%
Ecom-Online Shopping 4%
Pan Masala 3%
5 of the Top 10 categories in IPL 13 were from 'E-commerce‘ Sector with 35% share of Ad Volumes
during 25 matches of IPL 13
The Top 10 categories added 61% share of Ad Volumes in IPL 13 and 59% share in IPL 12.
5 out of Top 10 categories were common between IPL 12 and 13.
IPL 13: Top 10 Categories: Total 75 IPL 12: Top 10 Categories: Total 77
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 25 Matches of IPL-13 and 12; Only Live Matches; Excluding Pre-Mid-Post Programs

8. Coca Cola India 5%
Oppo India 5%
Vivo Mobile India 5%
FX Mart 5%
Vini Product 4%
Maruti Suzuki India 4%
Vishnu Packaging 3%
Sporta Technologies 3%
Samsung India Electronics 3%
Bundl Technologies 3%
Oppo India 5%
Sporta Technologies 5%
Vodafone Idea 5%
FX Mart 4%
Amazon Online India 4%
Think & Learn 4%
Coca Cola India 3%
K P Pan Foods 3%
ITC 3%
AMFI (Asso. of Mutual Funds in India) 2%
Top 10 Advertisers contributed more than 35% share of Ad Volumes during 25 matches of IPL
13 and 40% share in IPL 12.
Oppo India made it to the top during IPL 13 compared to 2nd place in IPL 12.
4 out of Top 10 advertisers were common between IPL 12 and IPL 13 viz. Oppo India, Sporta Technologies, FX Mart and Coca Cola.
IPL 13: Top 10 Advertisers – Total 101 IPL 12: Top 10 Advertisers – Total 87
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 25 Matches of IPL-13 and 12; Only Live Matches; Excluding Pre-Mid-Post Programs

9. Oppo F11 Pro 5%
Vivo V15/V15 Pro 5%
Phonepe 5%
Fogg 4%
Vimal Elaichi Pan Masala 3%
Dream11.com 3%
Swiggy 3%
Linkedin 3%
Sprite 3%
Byjus Learning App 2%
Dream11.com 5%
Vi Cellular Phone Service 5%
Phonepe 4%
Oppo F17/F17 Pro 4%
Byjus Classes 4%
Amazon.in 3%
Kamla Pasand Pan Masala 3%
AMFI (Asso. of Mutual Funds in India) 2%
Samsung Galaxy Note 20/20 Ultra 5g 2%
Facebook.com 2%
Top 10 Brands added 34% share of Ad Volumes during 25 matches of IPL 13 and 36% share in
IPL 12
Dream11.com moved up by 5 position to achieve 1st place in advertising during IPL 13 compared to IPL 12.
2 brands were common between top 10 list of IPL 12 and IPL 13. viz. ‘Dream11.com’ and ‘Phonepe’.
IPL 13: Top 10 Brands – Total 187 IPL 12: Top 10 Brands – Total 174
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 25 Matches of IPL-13 and 12; Only Live Matches; Excluding Pre-Mid-Post Programs

10. New categories in IPL 13 compared to IPL 12 || Categories not appearing in IPL 13 compared
to IPL 12
30 new categories advertised during IPL 13 compared to IPL 12.
During 25 matches of IPL 13, “Wafer/Chips" was the top new category followed by “Ecom-Pharma/Healthcare“ compared to IPL 12.
Wafer/Chips
Ecom-Pharma/Healthcare
Furniture Related Items
Noodles/Pasta
Shaving System/Razor
Top 5 New Categories in IPL 13*
Source: TAM Sports Corporate Ads are not considered for new and missed categories
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Base : 25 Matches of IPL-13 and 12; Only Live Matches; Excluding Pre-Mid-Post Programs
Ecom-Travel & Tourism
Fans
Refrigerators
Tooth Pastes
Retail Outlets-Departmental Stores
Top 5 Categories not present in IPL 13*
*Categories Present in IPL 12 but not in IPL 13*Categories Present in IPL 13 but not in IPL 12
Comparison for 25 matches of IPL 12 and IPL 13

11. During IPL 13 (22 days), Ad Volumes of Sports genre spiked by nearly 3 Times compared to 22
days prior to IPL 13.
Ad Volumes in News and GEC Genres rose by 3% and 9% respectively during 22 Days of IPL 13 compared to same
period prior to IPL 13.
Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : 19th Sep – 10th Oct, 2020 and 28th Aug – 18th Sep, 2020; *22 Days before the start of IPL 13
100 103 109 105
116 110
292
22 Days Prior to IPL 13* News GEC Movies Music Kids Sports
Index Growth in Advertising during IPL 13 compared to 22 Days prior to IPL 13
*Index for all Genres during 28th Aug – 18th Sep, 2020 = 100 Period: 19th Sep – 10th Oct, 2020

12. Website Link: www.tamindia.com For any queries write to: Vinita Shah vinita.shah@tamindia.com

13. TAM Sports, a division of TAM Media Research which integrates technology and domain knowledge
to Measure and Manage brand activation performance and effectiveness in sports.