TAM AdEx-IPL Curtain Raiser-I

Commercial Advertising
IPL Season 12
Period: IPL 12 (23rd Mar – 12th May, 2019)
2

 Analysis of Commercial & On-screen
advertising is based on Ad Volumes.
 Ad Volumes are for advertising across 14
Star Network Channels.
 The study is on Live matches during IPL
Season 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
Sr. No. Channels
1 Star Sports 1
2 Star Sports 1 HD
3 Star Sports 1 Hindi
4 Star Sports 1 HD Hindi
5 Star Sports 1 Tamil
6 Star Sports 1 Telugu
7 Star Sports 1 Bangla
Sr. No. Channels
8 Star Sports 1 Kannada
9 Star Sports Select 1 HD
10 Star Sports Select 1 SD
11 Jalsha Movies
12 Jalsha Movies HD
13 Star Maa Movies
14 Star Maa Movies HD

Total
Commercial Duration
Total
Category count
Total
Advertiser Count
Total
Brand Count
587 Hrs 92 108 233
42 Hours
Per Channel
Summary of CommercialAdvertising – IPL 12
Total 587 Hours of Commercial advertising on 14 Channels of Star Network in IPL Season 12
Total 108 advertisers advertised across 92 categories with 230+ brands
Avg. No. of Breaks/Match/Channel
44
Avg. Break Duration
1.12 min.
Source : TAM Sports; Channels: Star Network Channels; Event : IPL 12 – 23rd Mar to 12th May,2019; Only Live telecast Promos excluded

4 out of top 10 categories were from E-commerce
sector and together contributed 18% share of
commercial advertising during IPL Season 12.
Ecom-Wallets
Ecom-Gaming
Aerated Soft Drink
Paints
Perfumes/Deodorant
Pan Masala
Ecom-Food/Grocery
Ecom-Media/Entertainment/Social Media
Cars
Cellular Phones-Smart Phones
1
2
3
4
5
6
7
8
9
10
54% (Top 10 Categories)
13%
7%
6%
5%
5%
4%
4%
4%
4%
3%
Top 10 Categories – IPL 12
Top 10 categories together contributed to 54% share of advertising during IPL Season 12.
Among Top 10 categories, Cellular Phones – Smart Phones topped with 13% share of ad volumes.
Source : TAM Sports; Channels: Star Network Channels; Event : IPL 12 – 23rd Mar to 12th May,2019; Only Live telecast Promos excluded;
% Share based on Ad Volumes

Maruti Suzuki India
Samsung India
Vivo Mobile India
Oppo India
Cellular Phones-
Smart Phones
Cars
Tata Motors
MG Motor India
Ecom-Wallets
Amazon Online India
One97
Communications
(Paytm.com)
FX Mart (Phonepe)
Ecom-Gaming
Dream11 Fantasy
Galactus Funware
Technology(Mobile
Premier League)
Aerated Soft Drink
Coca Cola India
United Breweries
Vini Product
Kansai Nerolac Paints
Asian Paints
Indigo Paints
Paints
Perfumes/
Deodorants
Vanesa Herbal
ITC
Pan Masala
Ashok & Co
Vishnu Packaging
Ecom-
Food/Grocery
Bundl Technologies
(Swiggy)
Zomato Media
Ecom-Media/
Entertainment/ Social
Media
Linkedin Corporation
Verse Innovation
(Dailyhunt)
Grofers India Indya Interactive
Services
Advertisers under Top 10 Categories – IPL 12
Source : TAM Sports; Channels: Star Network Channels; Event : IPL 12 – 23rd Mar to 12th May,2019; Only Live telecast Promos excluded

Coca Cola India
FX Mart [Phonepe]
Vivo Mobile India
Oppo India
Maruti Suzuki India
Vishnu Packaging
Vini Product
Samsung India Electronics
Dream11 Fantasy
MRF10
1
2
3
4
5
6
7
8
9
5%
5%
5%
5%
4%
3%
3%
3%
3%
3%
Phonepe
Vivo V15/V15 PRO
Oppo F11 Pro
Vimal Elaichi Pan Masala
Dream11.com
Sprite
Fogg
Swiggy
MPL (Mobile Premier League)
Byjus Learning App10
1
2
3
4
5
6
7
8
9
5%
5%
5%
3%
3%
3%
3%
2%
2%
2%
Top 10 Advertisers Top 10 Brands
Top 10Advertisers & Brands – IPL 12
Top 10 Advertisers and Brands contributed 39% and 33% share of ad volumes respectively
Coca Cola India was the top Advertiser and Phonepe topped the list of Top 10 Brands during IPL Season 12
Analysis: % Share based on Ad Volumes

5 out of Top 10 advertisers advertised with multiple brands

Ad Length (10, 20, 30 Seconds) - IPL 12
10-20 seconds ads were utilized the most during commercial breaks, followed by 21-30 seconds ads
< 10 10-20 21-30 30>
5% 85% 10% 0.5%

*For the purpose of comparison, common channels are considered for both the Seasons

Total Ad Volumes
Number of Categories
Number of Advertisers
Number of Brands
IPL-11 IPL-12
435 Hrs 462 Hrs
73 92
98 108
198 232
6%
26%
10%
17%
Count of Categories, Advertisers & Brands – IPL 11 vs. IPL 12
Commercial Ad Volumes during IPL 12 grew by 6% compared to IPL 11.
Number categories, advertisers and brands also increased in IPL 12 as compared to IPL 11
Source : TAM Sports; Channels: Star Network Channels; Event : IPL 12 and IPL 11; Only Live telecast Promos excluded;
*For the purpose of comparison, common channels are considered for both the Seasons

Rank
Categories IPL 12 IPL 11 Rank Shift
Cellular Phones-Smart Phones 1 1 -
Cars 2 11 9
Ecom-Wallets 3 17 14
Ecom-Gaming 4 25 21
Aerated Soft Drink 5 3 -2
Paints 6 8 2
Perfumes/Deodorant 7 35 28
Ecom-food/grocery 8 13 5
Pan Masala /Zarda /Gutkha 9 5 -4
Ecom-Media/Entertainment/Social Media 10 39 29
Max. Positive Shift
 Ad volumes for ‘Ecom-gaming’ grew almost 5 fold owing to 2
brands - ‘Dream 11’ and ‘MPL (Mobile Premier League)’ advertising
heavily during IPL 12.
 ‘Perfume/Deodorant’ category jumped from rank 35 in IPL 11 to 7
in IPL 12 due to high (6 times) category ad volume growth.
 ‘Ecom-Media/Entertainment/Social Media’ category had 4 new
brands in IPL 12 compared IPL 11 due to which ad volumes grew by
almost 6 times.
Category Rank Shift – IPL 11 vs. IPL 12
Compared to IPL 11, there were 2 more brands advertising under ‘Ecom-wallets’ category owing to which ad volumes
of the category grew 4 fold. ‘Phonepe’ and ‘Amazon Pay’ were the new brands in ‘Ecom-Wallets’ category.
Source : TAM Sports; Channels: Star Network Channels; Event : IPL 12 and IPL 11; Only Live telecast Promos excluded;
Analysis: Ranking based on Ad Volumes

Celebrity Endorsement - IPL Season 12

53%
47%
Celebrity Endorsed
Ads
Non-Celebrity
Endorsed Ads
Share of Celebrity EndorsedAds – IPL 12
Celebrity endorsed ads had a whooping 47% share of ad volumes during IPL 12

59%
28%
13%
% Share Profession
Film Actor Sports Person Film Actress
Top 10 Celebrities [# of brands] % Duration
Aamir Khan [2] 15%
Virat Kohli [9] 10%
M S Dhoni [18] 10%
Ranveer Singh [7] 7%
Ajay Devgan [2] 7%
Shahrukh Khan [5] 7%
Deepika Padukone [3] 5%
Ranbir Kapoor [3] 4%
Alia Bhatt [2] 3%
Amitabh Bachchan [3] 3%
Others (36) 28%
Top 10 Celebrities & Share by Profession – IPL 12
Aamir Khan topped the table with 15% share of celebrity endorsed ads followed by the sports duo Virat
Kohli and M S Dhoni with equal share of ad volumes

3 3 4 4 5 5 9 10
Virat
Kohli
M S
Dhoni
Ranveer
Singh
Shahrukh
Khan
Deepika
Padukone
Amitabh
Bachchan
Akshay
Kumar
Varun
Dhawan
Aamir Khan
Ajay Devgan
Alia Bhatt
Anushka Sharma
Ayushmann Khurrana
Kriti Kharbanda
Paresh Rawal
R Madhavan
Ranbir Kapoor
Rishabh Pant
Shikhar Dhawan
2 Advertisers each
Celebrities endorsing for multipleAdvertisers – IPL 12
Count of Advertisers
Analysis: Count of Advertisers

Summary
03
02
01
Total 587 Hours of Commercial advertising on 14
Channels of Star Network in IPL Season 12.
Total 108 advertisers advertised across 92
categories with 230+ brands.
Cellular Phones – Smart Phones topped with 13%
share of ad volumes.
Coca Cola India was the top Advertiser & Phonepe
topped the list of Top 10 Brands during IPL Season 12.
Top 10 Advertisers and Brands contributed 39% and
33% share of ad volumes respectively.
85% of the ads during live IPL event were 10-20
seconders.
06
05
04
Commercial Ad Volumes during IPL 12 grew by
6% compared to IPL 11.
Number categories, advertisers and brands also
increased in IPL 12 as compared to IPL 11.
Celebrity endorsed ads had a whooping
47% share of ad volumes during IPL 12.
During IPL 12, MS Dhoni endorsed max. no.
Advertisers followed by Viral Kohli.
Aamir Khan topped the table with 15%
share of celebrity endorsed ads followed by
the sports duo Virat Kohli and M S Dhoni
with equal share of ad volumes

Vinita Shah
For any queries write to
vinita.shah@tamindia.com
WatchoutforthenextreleasesfromTAM

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