Tag: Ad volumes

IPL 2025 advertising volumes surge by seven per cent: 22 match scorecard from TAM Sports

MUMBAI: Advertising volumes for the Indian Premier League (IPL) have jumped by seven per cent in 2025, surpassing the previous season’s 22-match milestone. The tournament, cricket’s glitziest carnival, continues to be an advertiser’s dream with volumes climbing from 100 in IPL 17 to a whopping 107 in IPL 18, according to TAM Sports (A Division of TAM Media Research).

The league’s magnetic pull for brands remains undeniable, with the latest data showing remarkable growth across the board. IPL 2024 witnessed a two per cent growth in categories, 14 per cent rise in advertisers, and an impressive 21 per cent surge in brands – clear evidence of advertisers’ unwavering confidence in the tournament’s broad consumer reach.

Among the heavy hitters, Parle biscuits claimed the top spot across all 21 matches (barring the opening game). The top five advertisers in IPL 18 accounted for 30 per cent of overall volumes, with Parle Biscuits leading the charge while Sports Technologies and Volini Packaging maintained their strong presence in both IPL 18 and IPL 17.

Collectively, the top five categories represented more than 40 per cent of total ad volumes. Ecom-gaming and mouth freshener emerged as recurring crowd-pleasers, featuring prominently in both seasons. Notably, two of the top five categories in IPL 18 came from the food & beverages sector, with mouth freshener dominating IPL 18’s advertising landscape.

The tournament also welcomed 24 new categories and 84 new brands advertising across 22 matches compared to IPL 17. Among these fresh faces, Parle Platina Hide & Seek established itself as the leading newcomer, followed by Rajshree Silver Coated Elaichi.

With these numbers, IPL continues to prove it’s not just cricket’s biggest party – it’s also the advertising world’s most lucrative playground.

April 14, 2025
IPL18 ad-splosion – brands in a frenzy for cricket’s hottest ticket: TAM data, 13 matches

MUMBAI: The Indian Premier League (IPL) is not just a sporting event; it’s an advertising goldmine. New data (22 March to 1 April 2025) from TAM Sports indicates a massive surge in ad volumes, with IPL 18 experiencing a 112 per cent increase for the first 13 matches compared to IPL 17 (22-31 March 2024 ). The scramble for screen time is intense.

IPL 18 is attracting a wave of new players. The number of competing categories has risen by 13 per cent, and the number of advertisers has jumped by an impressive 31 per cent. Brands are clearly banking on the IPL’s broad appeal to connect with India’s passionate cricket audience.

Mouth freshener brands are currently leading the pack, commanding an 11 per cent share of ad volumes. Ecom-gaming and biscuits are also major contenders, with 10 per cent and nine per cent shares respectively.

The top five categories collectively account for over 40 per cent of all ad volumes, highlighting the fierce competition at the top. While ecom-gaming and cellular phones maintain a strong presence, the food and beverage sector is making a significant push, with two of the top five categories originating from it.
Parle Products holds the top position among advertisers, securing nine per cent of the ad share. The top five advertisers together account for 28 per cent of the total ad volumes.

IPL 18 is also marked by significant change. 23 new categories and 83 new brands have entered the advertising arena. Emerging categories include cars, ecom-auto rental services, and fashion outlets. In contrast, categories such as range of food products and chocolates are absent this season.

New brands vying for attention include Platina Hide & Seek and Campa Energy Drink. The advertising landscape is dynamic, with brands fiercely competing for visibility.

As the IPL action unfolds on the field, an equally compelling drama is playing out in the advertising world. The stakes are high, and the competition is relentless.

April 7, 2025
Ecom-gaming’s TV ad volume doubled in January to August’ 22: TAM AdEx report

Mumbai: TAM AdEx has released an e-commerce-gaming cross-media report for January to August 2022, highlighting the advertising volumes of all mediums (television, print, radio, and digital) by the category.

According to the report, ecom-gaming ad volumes on television increased two-fold between January and August 2022 compared to the corresponding period in 2021.

The top 10 advertisers accounted for more than 90 per cent of ad volumes during the same period, and 35 plus brands advertised on television from January to August 2022, of which the top 10 shared 91 per cent of ad volumes.

Advertisers in the e-commerce-gaming category preferred TV ad sizes ranging from 20 to 40 seconds. Between January and August 2022, 20 to 40-second and less than 20-second ads combined for a 99 per cent share of category ad volumes. Adding to this, more than 20 exclusive brands were advertised under the ecom-gaming category from January to August 2022.

The news genre alone accounted for 44 per cent of the category’s ad volume, while sports came in second place. Top three channel genres grabbed 79 per cent of ad volumes’ share.

The news bulletin is the most popular programme genre among the brands on television. News bulletins and feature films together added 47 per cent of the category’s ad volume.

On TV, prime time was the most preferred time band, followed by the afternoon. More than 70 per cent of total ad volume was accounted for by the prime, afternoon, and morning time bands.

The report, comparing January to August 2022 with the previous year of the same period, mentioned that the ad space in the ecom-gaming category dropped by 27 per cent in print media.

Galactus Funware Technology stood as the top advertiser with a 40 per cent share of ad space during the current period.

Moreover, the top 10 advertisers accounted for more than 90 per cent of the ad space.

The Hindi language was on top with a 41 per cent share of ad space. The top five publication languages together added 93 percent of the category’s ad space.

From January to August 2022, the general interest publication genre accounted for nearly 100 percent of the category’s ad space.

Speaking about the digital space, the report stated that the sector’s ad insertions saw a growth of 27 per cent in January to August 2022 compared to the previous year.

The top 10 advertisers shared 59 per cent of the ad insertions during the current period.

From January to August 2022, display ads accounted for more than 60 per cent of all category ad insertions. Desktop video had a 30 per cent share of the digital platforms, followed by desktop display, which had a 28 per cent share.

During the period from January to August 2022, the top ten advertisers had a 59 per cent share of ad insertions, with Head Digital Works topping the list with a 12 per cent share.

October 31, 2022
Hindi GEC tops GEC genre’s ad volumes in H1 FY’22: TAM Media report

Mumbai : TAM media research’s subdivision AdEx India has released the half yearly report for advertising in the general entertainment channel (GEC genre). According to recent data, Hindi GEC tops with 24 per cent share of GEC genre’s ad volumes in H1 FY22 and 50 per cent indexed growth was observed.

GEC contributes 28 per cent of the ad volume share of overall advertising across different genres (H1 FY’21 and H1 FY’22). The GEC genre has five key sub-genres which include Hindi GEC, Tamil GEC, Telugu GEC, Malayalam GEC, Bengali GEC, and other languages GEC.

During both periods (H1 FY’21 and H1 FY’22), Hindi GEC topped with 24 per cent share of the GEC genre’s ad volumes. Three out of the top five subgenres retained their ranks in H1 FY’22. The top five subgenres accounted for more than 65 per cent share of ad volumes during both periods.

HUL, Reckitt Benckiser, and Brooke Bond Lipton India remained in the top three positions in the GEC genre in both periods (H1 FY’21 and H1 FY’22). 960 plus advertisers and 2000 plus brands exclusively advertised in the GEC genre during H1 FY’22.

May 2022 had the highest ad volume share that is 17.4 per cent during H1 FY’22. H1 FY’21 saw the highest share of ad volumes that is 27.9 per cent in GEC.

580 plus advertisers advertised exclusively in GEC genre during H1 FY’22. JCB Industries was the top exclusive advertiser in the GEC genre followed by Mangalam Matrimony.com. Coca-Cola India and Pepsi Co were the new entrants among the top 10 list.

Tata Play and Lizol All In One were the top exclusive advertiser and brand respectively during H1 FY’22 compared to H1 FY’21.

The food & beverages industry topped with 29 per cent share of GEC genre’s ad volumes followed by personal care/personal hygiene with 20 per cent share.

All industries except services, household products and personal accessories retained their rankings in H1 FY’22 compared to H1 FY’21.

Prime time was the most preferred time-band on GEC genre followed by afternoon and morning time bands. Prime time, afternoon and morning time bands together added more than 70 per cent share of ad volumes.

In H1 FY’21 and H1 FY’22, less than 20-sec ads of the GEC genre had 28 per cent and 23 per cent share of ad volumes respectively. Ad commercials of 20-40 seconds were most preferred for advertising on GEC channels during H1 FY’21 and H1 FY’22.

September 29, 2022
TV ad volumes in May’22 grew two-fold growth vs May’20: TAM AdEx

Mumbai: The total advertising volumes on television grew two-fold in May 2022 compared to the same period in 2020(May 2020), according to the latest report by TAM AdEx.

The report showed that ad volumes grew by 73 per cent in May’21 compared to May’20 and 100 per cent in May’22 compared to May’20.

More than 3800 categories, 2415 advertisers and 370 categories advertised in May 2022.

Reckitt, Hindustan Unilever, Brooke Bond Lipton were the top three advertisers in May 2022. Godrej Consumer Products, Ponds India, Cadburys India, ITC, Coca Cola India, Pepsi Co and Amazon Online India were also among the top ten advertisers. The top ten advertisers contributed to 35 per cent share of ad volumes in May.

The top advertising categories on TV were toilet soaps and toilet/floor cleaners with Lizol All In 1 being the top brand followed by Dettol Intense Cool Soap.

Three new categories including aerated soft drinks, tea and retail outlets – jewellers emerged in the top ten category advertisers. Retail outlets – jewellers saw the highest surge in ad volumes with 12x growth followed by paints which saw 7.4x growth in May 2022 as compared to May 2021.

July 23, 2022
TAM Sports IPL 15 report: ad volumes up 11% compared to IPL 14

Mumbai: According to a TAM Sports report, ad volume in season 15 of the Indian Premier League (IPL15) increased by 11 per cent per channel compared to the previous season. While ad volume increased, viewership dropped 20-25 per cent this season compared to IPL 14.

According to the research, the indexed ad volume growth in IPL 15’s eliminator was 17 per cent higher than in IPL 14’s, and the indexed growth based on average ad volume in IPL 15’s first and second play-offs was 11 per cent and 8 per cent higher than in IPL 14.

Meanwhile, ad volumes per channel grew by 9 per cent in the IPL 15 finals compared to the IPL 14 finals. Additionally, this year’s IPL included 74 live matches, compared to only 60 in IPL 14.

The report also stated that the number of categories, advertisers, and brands in IPL 15 dropped by 21 per cent, 13 per cent and 21 per cent respectively, as compared to IPL 14. IPL 15 included over 70 categories, 110 advertisers and 180 brands.

Although four of the top five categories were the same in both IPL 15 and IPL 14, four categories were common in both IPL 15 and IPL 14. In IPL 15, Ecom-Gaming came out on top, while in IPL 14, it came in second. In contrast, Ecom-Education, which was first in IPL 14, fell to fourth in IPL 15. The top five categories accounted for 39 per cent of total ad volume during IPL 15, compared to 36 per cent in IPL 14.

During IPL 15, the top five sponsors contributed 24 percent of ad volume, compared to 20 per cent in IPL 14. Between IPL 15 and IPL 14, Sporta Technologies, Think & Learn, and FX Mart were among the top five advertisers.

Dream11.com was the top advertised brand during both IPL 15 and IPL 14. In IPL 15, the top five brands accounted for 21 per cent of ad volume, while the top five brands in IPL 14 accounted for 18 per cent. The top five brands were Tata Neu App, Kamla Pasand Silver Coated Elaichi, Cred, and Meesho App

In comparison to IPL 14, this year’s match featured over 20 new categories, and 40 categories did not appear in IPL 15 compared to IPL 14. Ecom-Auto Rental Services was the most popular of the new categories, followed by Shaving System/Razor.

The report also mentioned that 10 to 20-sec ads, followed by 21 to 40-sec ads, were preferred the most during commercial breaks.

June 9, 2022
HUL becomes top advertiser in week 13: Barc

Mumbai: With ad volumes of 5848.21, FMCG firm Hindustan Unilever Ltd (HUL) was the top advertiser in week 13 (26 March to 1 April), according to Broadcast Audience Research Council (Barc) data. It was followed by Reckitt Benckiser at 2477.92.

Riding the summer wave, Pepsi Foods lodged itself at the third spot with ad volumes of 1083.22. Another beverage brand, Coca-Cola India was next in line.

Cadbury’s India, Godrej Group, ITC, Amazon Online India, GCMMF, and Colgate Palmolive followed, in that order.

Horlicks, Harpic Power Plus 10X Max Clean and Lizol All in 1 were the top three advertised brands with ad volumes of 475.52, 360.93, and 315.31 respectively.

The remaining slots were grabbed by Glow & Lovely Advanced Multivitamin, Sprite, Surf Excel Easy Wash, Mortein Insta, Airtel Cellular Phone Service, Lalithaa Jewellery, and Amazon Prime Video.

April 9, 2022
E-commerce ad volumes on TV growing by 20 per cent YoY since 2019: TAM data

Mumbai: The e-commerce sector’s ad volume share is growing on television at 20 per cent every year since 2019, as per data by Tam Media Research (TAM). E-commerce ad volumes registered the highest growth in the third quarter of 2021 outshining the festive period.

E-commerce category media/entertainment/social media contributed the highest share of total e-commerce ad volumes at 31 per cent. This was followed by e-commerce-education at 16 per cent and e-commerce-online shopping at 14 per cent.

The top three advertisers in the e-commerce category were Amazon Online India, Think & Learn, and Whitehat Education Technology. Amazon Online India was the only advertiser with double-digit share in overall eCommerce ad volumes at 11 per cent. Amazon Online India was also a new entrant among the top ten advertisers on TV (all sectors/categories) for the year 2021.

E-commerce advertisers preferred genres such as news, films and general entertainment to feature ads as they accounted for 31 per cent, 21 per cent and 20 per cent ad volumes share, respectively. Feature films and news bulletins were the preferred programmes among advertisers. A time band analysis for e-commerce sector advertising on TV showed that the primetime band saw the highest share of ad volumes at 31 per cent followed by the afternoon time band at 21 per cent.

March 15, 2022
HUL top advertiser; summer drinks dominate brands list in week 9: Barc

Mumbai: With ad volumes of 5022.9 (against last week’s 4557.7), FMCG giant Hindustan Unilever Ltd (HUL) was the top advertiser in the ninth week of 2022 (From 26 February to 4 March), according to Broadcast Audience Research Council (Barc) data. It was followed by Reckitt Benckiser at 2360.97.

All set to ride the upcoming summer wave and the next IPL season, beverages company Coca-Cola India delivered ad volumes of 1359.02 to emerge as the third most prolific advertiser.

Procter & Gamble, Cadbury’s India, ITC, Pepsi Foods (G), GSK Group of Companies, Colgate Palmolive India, and Tata Group followed, in that order.

There were four summer beverage brands (all from The Coca-Cola Company) in the Brands list this week, as compared to three in the eighth week. The top slot, however, was taken by Harpic Power Plus 10X Max Clean with ad volumes of 432.48 (‘000s).

Delivering ad volumes of 362.9, Thums Up jumped from the sixth spot in the eighth week to the second place this time. Last week’s leader Maaza slipped to the third position at 338.63. Coca-Cola and Sprite were at number five and ten, respectively.

Sabse Pehle Life Insurance bagged the fourth slot, while Clinic Plus Shampoo, Surf Excel Easy Wash, and Meesho App clinched the sixth, seventh and eighth spots, respectively.

Isha Foundation’s ‘Mahashivaratri Sadhana’ was the new entrant in ninth place. Mahashivaratri was celebrated on 1 March this year.

March 12, 2022
At 1824 mn seconds, 2021 ad volumes spike 22% over 2020: Barc Think Report

Mumbai: 2021 has bounced back with a substantial double-digit spike, delivering an all-time high of 1824 million seconds of ad volumes during the year. This translated into a 22 per cent and 18 per cent growth over 2020 and 2019, respectively. The Top 10 advertisers accounted for 780 million seconds of ad volumes, and the next 40 accounted for 340 million seconds. The data was shared by Barc India, which recently launched its Think Report, 2021 – A Voluminous Year (Yearly Ad Volume Report 2021) analysing television advertising volumes for the past year.

According to the report, FMCG brands continued to lead in share across categories and Hindi channels continued to dominate across languages. New advertisers and brands consistently jumped in throughout the year, thus playing an important role in the advertising volume growth witnessed throughout 2021. 2020 was a subdued year for television advertising, leading to a decline in total ad volumes across the year despite the record stay-at-home rise in viewership.

“2021 certainly brought in much needed cheer to the broadcast industry. The year started off on a positive note and also ended on a high with the festive quarter,” remarked Barc India head – client partnership and revenue function Aaditya Pathak. “Year on year, despite pandemic impediments, television has repeatedly proved effective for every penny spent for advertisers and brands. 2021 saw over 9000 advertisers turn to television with a significant number of new entrants. Overall, 2021 was a positive year for the industry as a whole that witnessed growing value for both advertisers and broadcasters.”

Advertisers & Brands Count

TV had a total of 9239 advertisers and 14616 brands advertising on the medium in 2021, of which, 49 per cent i.e, 4483 were either new advertisers or returning ones. Similarly, for brands, 51 per cent i.e, 7470 were new or returning brands.

Categories

The FMCG category continued to lead with an enormous share of 1117 million seconds of ad volumes in 2021, followed by e-commerce with 185 million seconds and building, industrial, & land materials/equipment with 60 million seconds. Television also understandably continued to be an important medium for the corporate brand image category which registered two times growth over 2019, with 24 million seconds.

The e-commerce category had a total of 587 advertisers in 2021 of which 65 per cent were new entrants or earlier advertisers returning to TV in 2021, registering a growth of 51 per cent over 2020 and 26 per cent over 2019. Media/entertainment/social media, education, online shopping, matrimonials and financial services were the top five sub-categories within e-commerce. Ad volumes for education grew by 461 per cent and financial services by 153 per cent over 2020.

Languages

While Hindi continues to play a dominant part of the language mix, regional language channels recorded strong growth as well across 2021. Ad volumes for Bhojpuri language channels doubled over 2019 and Punjabi, Marathi, Gujarati and Assamese language channels posted over 40 per cent growth over 2019. South language channels (Tamil, Telugu, Malayalam, and Kannada) grew by 26 per cent over 2020.

2021 – Quarterly Analysis

Q1 2021 kickstarted on a positive note having registered 24 per cent growth over 2020 and 21 per cent growth over 2019. Despite the sporadic and partial lockdowns on account of the second wave of Covid-19, ad volumes for Q2’ 21 were relatively higher at 417 million seconds as compared to Q2’19 which recorded 399 million seconds. Q4’21 brought in cheer for broadcasters with a bumper festive season that recorded 489 million seconds of ad volumes, the highest quarter ever. New advertisers continued to flock to television for effective communication with Q4’21 welcoming 2156 new advertisers or earlier ones returning to the medium, the highest for the year.

After a marginal decline in Q2 2021 on account of the lockdowns, regional language channels experienced steady growth in Q3 and Q4.

SD and HD Channels

Ad volumes for HD channels in 2021 grew by 11 per cent over the previous year and SD channels grew by 22 per cent in 2021 over 2020 and by 20 per cent over 2019.

TV Commercials

TV commercials with an average commercial duration of under 30 seconds, were most favoured by advertisers while spots more than 60 seconds were least preferred. The average commercial duration has been reducing Y-O-Y. The prime-time band, i.e, 20:00 hours to 24:00 hours enjoyed the maximum share of ad volumes at 27 per cent. The share of ad volumes for the four time bands, viz 08:00 – 12:00 hrs, 12:00-16:00 hrs, 16:00-20:00 hrs and 20:00-24:00 hrs, continued to stay the same since 2019. TV commercials in local languages on regional channels are consistently increasing since 2019.

IPL 2021

IPL 2021 registered a total of 1680 thousand seconds of ad volumes with 119 advertisers and 228 brands in all. There were 59 new advertisers and 158 new brands for the season. The top 10 advertisers for the season contributed 35 per cent of the ad volumes.

Tokyo Olympics

With 466 thousand seconds, ad volumes for the Tokyo Olympics were almost at par with the Rio Olympics that was held in 2016. There were 34 advertisers and 61 brands that advertised during the Tokyo Olympics. Significantly, 31 per cent of the ad volumes during the Tokyo Olympics featured olympians.

March 7, 2022