- TAM Sports has released a new report on
- As per the report, Film Actors led in brands’ endorsement with 48% share of ad volumes, followed by Sports Persons with 38% share during IPL 14.
Ranveer Singhwas on top with 15% share of ad volumes during 29 matches of IPL 14.
MS Dhoni followed Singh with 9% share. Virat Kohli’s ad share went down from 5% to 4% this year. New entrant this year was Salman Khan with 7% share of ad volumes, 3% more than Kohli.
The report stated that 3 out of top 5 overall celebrities were common in 29 matches of both IPL 14 and IPL 13. Dhoni, Kohli and Rohit Sharma were common sports celebrities in IPL 14 and IPL 13. Number of sports personalities grew by 15% during 29 matches of IPL 14 compared to IPL 13.
Advertisers during IPL 2021
There was also an increase in average ad volumes this year. According to TAM, Avg. Ad Volumes during 29 matches of IPL 14 grew by 2% compared to IPL 13. Tally of categories grew by 7%, whereas count of advertisers & brands decreased by 4% and 10% respectively in IPL 14 and IPL 13.
The Top 5 categories contributed more than 33% of overall ad volumes compared to 40% in the previous edition and 30+ new categories appeared in 29 matches of IPL 14 compared to IPL 13. Among the new categories, Securities/Sharebroking Organization topped the list followed by Fans.
Dream11 had the biggest share of 5% in ad volumes this year, followed by UPstox at 4%. Dream11.com and Phonepe were common between IPL 14 and IPL 13. The top 5 brands Sporta Technologies, Epx Uptech, Just Dial, Parle Agro, and FX Mart contributed a 21% share of ad volumes during 29 matches of IPL 14 as compared to 24% in the previous season.
Ecom-Gaming, which was on top in both IPL seasons, contributed 10% share of ad volumes this year followed by Ecom-Education (6%), Aerated Soft Drink (6%), Ecom-Wallets (6%), and Pan Masala (5%).