Each year, Indian Premier League [IPL] sees higher batting records and quality bowling stats. The last season was no different either. Even off the pitch, cricket’s extravagance has recorded some exciting numbers. According to the latest TAM-Adex report, with 92 categories, 115 advertisers and 249 brands, IPL13 broke its own record – in terms of ad revenue and audience. This season, the total number of advertisers and brands increased by 7% and 3% respectively compared to IPL12.
“IPL is an extremely popular and expensive property, so it goes without saying that advertisers must have opened their purses,” says advertising guru Prahlad Kakkar, adding, “Plus, the audience was apparently extremely high. kept people sitting at homes with few entertainment options.
But what’s not really surprising is that this year – following the Covid-19-induced lockdown – four of the top five categories belonged to the e-commerce sector with a 29% share of ad volumes. In addition, no less than 37 new categories were announced at IPL13 compared to last year’s edition. In addition, during this year’s tournament – which spanned 53 days – the total volume of sports ads increased by more than three times compared to the pre-IPL13 days.
Experts believe that the mood of advertisers is directly linked to people’s state of mind, brands have also adopted a “bright attitude” during the holiday season. [that the IPL coincided with this year]. According to Bollywood director and director Vinil Mathew, “Lately a sense of ‘normalcy’ is slowly setting in and therefore, there is a sign of resurgence in ad spending, across industries. A number of big consumer product brands and even new e-commerce companies have already made a comeback. “
In other findings of the report, during the duration of IPL13, the ad volumes of news and general entertainment channels also increased by 14% and 15% respectively, compared to the same period before IPL13. Analysts, however, believe things can see a change. “Now that the IPL and the holiday season are over, there will surely be a reduction in advertising spending. Advertisers might not be as enthusiastic in the coming weeks, ”Kakkar says.
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