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Tag: TAM Sports

  • TAM Sports: IPL 18 ad frenzy – brands swing for the fences as ad volumes hit record highs

    TAM Sports: IPL 18 ad frenzy – brands swing for the fences as ad volumes hit record highs

    MUMBAI; The wickets may be tumbling on the pitch, but in the advertising arena, it’s pure carnage — with brands smashing sixes every over. Fresh data from TAM Sports shows that ad volumes for IPL 18 (first 40 matches) have surged past last year’s figures, underlining one unchanging truth: nothing unites — or excites — Indian marketers like cricket.

    The numbers tell a story of big bets and even bigger ambitions.

    The top five categories — e-commerce gaming, pan masala, aerated soft drinks, digital wallets, and biscuits — have steamrolled the competition, grabbing nearly 60 per cent of the ad pie. In a cricket-mad nation, snack cravings and fantasy sports dreams are, clearly, recession-proof.

    Leading the advertising scoreboard are heavy-hitters like Dream11, Parle Products, Sporta Technologies, KP Pan Foods, and PepsiCo India. Dream11, in particular, seems to be playing Test cricket while others are stuck in a T20 mindset — blanketing screens with a relentless media barrage.

    But it’s not just the usual suspects jostling for screen time.

    IPL 18 has welcomed a new squad of ambitious rookies: online payment apps, solar energy brands, smartwatches, and a fresh wave of wearable tech firms, all eager to cash in on the cricketing carnival. The brand line-up today mirrors a new India — digital-first, experimental, and willing to go big.

    The scale-up is staggering:
    * TV ad volumes during IPL 18 are over three times higher than in the pre-IPL season.
    * New categories have grown by over 25 per cent year-on-year.
    * Connected TV advertising has spiked, with brands now chasing the living room, the bedroom, and even the metro ride home.

    Sports channels are having a summer of dreams, while GECs and movie channels quietly sulk. Every IPL season rewrites the broadcast pecking order — and 2025 is no exception.

    Beyond TV, the smart money is on a multi-screen blitzkrieg. Brands are synchronising 10-second TV spots with mid-match mobile banners, OTT pre-rolls, and influencer-led meme storms. If you’re breathing and own a device, chances are someone is trying to sell you a soft drink, an SUV, or a fantasy cricket app right now.

    Bottom line: IPL is no longer just a sports tournament; it’s India’s biggest marketing Super Bowl — stretched over two luxurious months.

    The brands that win this season won’t just outspend rivals; they’ll outthink, out-hustle, and out-wow them.
    Because in IPL 18, as in cricket, it’s not the cautious that survive. It’s the ones who know when to send it sailing into the stands.

  • TAM Sports: Ad volumes surge as IPL 2025 hits a six with brands

    TAM Sports: Ad volumes surge as IPL 2025 hits a six with brands

    MUMBAI: The latest advertising fiesta around Indian Premier League cricket has bowled over expectations, with commercial volumes jumping sevem per cent in the first five matches of IPL 2025 compared to last year’s opening spell.

    The IPL advertising carnival, which kicked off on 22 March, has attracted a whopping 29 per cent more advertisers (55+ in IPL18 vs 40+ in IPL17) than the previous season, according to data from TAM Sports. The number of product categories hawking their wares has also climbed by 12 per cent (45+ vs 40+), suggesting marketers are stumping up more cash for India’s premier sporting extravaganza.

    Mouth fresheners have emerged as the surprise package this season, gobbling up 11 per cent of total advertising time and displacing last year’s champion, the gaming platforms. These minty merchants, led by Vishnu Packaging’s Vimal Elaichi, clearly believe cricket fans need fresh breath while biting their nails during nail-biting finishes.

     

    Top categories

    The digital gaming sector hasn’t thrown in the towel, however, claiming the second spot with a hefty 10 per cent share of advertising volumes. Dream11.com’s parent Sporta Technologies remains a formidable presence, though it has slipped from last year’s top advertiser position.

    Biscuit baron Parle has crumbled the competition to claim the advertiser’s crown, contributing 8 per cent of total ad volumes. Its Platina Hide & Seek brand made its IPL debut as the most prominent among 67 new brands that have joined the advertising innings this season.

    Tech giant Apple has also dialled up its presence, with its iPhone 16E campaign helping the company secure third place among top advertisers.

    The food and beverages sector continues to have a healthy appetite for cricket audiences, with two of the top five advertising categories coming from this segment. Meanwhile, automobile makers have driven into the top five for the first time, with the ‘Cars’ category parking itself in fifth position with a six  per cent share.

    As the cricketing carnival continues, brands are clearly betting big on the IPL’s ability to deliver eyeballs. With 28 channels now broadcasting the cricket extravaganza—up from 24 last year—advertisers have more platforms than ever to bowl over potential customers during the six-week sporting spectacle.

  • TAM Sports: IPL 17 TV ad volumes grew 19 per cent per channel compared to IPL 16

    TAM Sports: IPL 17 TV ad volumes grew 19 per cent per channel compared to IPL 16

    Mumbai: TAM Sports has released an IPL report based on the first 71 matches of IPL 17 and for all the channels on which matches are telecasted.

    On television, advertising for IPL 17 observed growth of 19 per cent in ad volumes/per channel compared to IPL 16.

    Compared to IPL 16, the count of categories and advertisers in IPL 17 were increased by 40 per cent and 28 per cent respectively.

    In IPL 17, the top five categories collectively added 44 per cent share of ad volumes, in which Pan Masala dominated the list. Ecom-gaming and pan masala were the only common categories between IPL 17 & IPL 16. Parle Products was the top advertiser in IPL 17 with 11 per cent share of ad volumes. Also, Sporta Technologies, K P Pan Foods and Vishnu Packaging were the common advertisers between IPL 17 and IPL 16. The top five advertisers of IPL 17 together added 34 per cent share of ad volumes. Parle Products was the leading advertiser in 48 matches of IPL 17.

    Compared to IPL 16, there were 34 new categories and 117 new brands present in IPL 17. Among the top five new categories, two of them were from the F&B sector and two belonged to the BFSI sector. Parle Food Products dominated the top five new brands list, followed by Fogg in 71 matches of IPL 17.

    During IPL 17, Dabur Real Range was the top brand on Hindi plus English language channels. Additionally, Mobil Super/Mobil Super Moto dominated the top brands list on regional language channels. Among the 110 brands that advertised on both Hindi plus English and regional language channels, Parle Food Products secured first position.

  • TAM Sports: Two out of five new categories in IPL 17 from e-commerce sector

    TAM Sports: Two out of five new categories in IPL 17 from e-commerce sector

    Mumbai: TAM Sports has released an IPL report based on the first 31 matches of IPL 17 and for all the channels on which matches are telecasted.

    Advertising on television for IPL 17 observed growth in ad volumes/per channel by nine per cent compared to IPL 16.

    The count of categories and advertisers during IPL 17 increased by 59 per cent and 38 per cent compared to IPL 16.

    The top five categories present in IPL 17 contributed 48 per cent share of ad volumes. Also, ecom-gaming was the leading category in IPL 17 with 18 per cent share. Ecom-gaming and pan masala were the common categories present between IPL 17 and IPL 16. Two of the top five categories in IPL 17 belonged to the F&B sector. Among the top five advertisers in IPL 17, Sporta Technologies maintained the top position during 16 matches and Parle Products dominated the top position during 15 matches. The top five advertisers in IPL 17 together covered 37 per cent share of ad volumes. Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present among the top five of IPL 17 & IPL 16.

    There were 37 new categories and 94 new brands present in 31 matches of IPL 17 compared to the same number of matches in IPL 16. Among the top five new categories in IPL 17, two of them were from the e-commerce sector. Parle Food Products and Groww obtained first and secnd positions respectively among the top five new brands in IPL 17.

  • TAM Sports: Top advertisers added more than 38 per cent share of ad volumes in IPL 17

    TAM Sports: Top advertisers added more than 38 per cent share of ad volumes in IPL 17

    Mumbai: TAM Sports has released an IPL report based on the first 23 matches of IPL 17 and for all the channels on which matches are telecasted.

    Television advertising for IPL 17 experienced a six per cent increase in ad volumes per channel compared to IPL 16 during the first 23 matches played.

    During IPL 17, the count of categories and advertisers increased by 65 per cent and 37 per cent compared to IPL 16.

    The top five categories present in IPL 17 together covered 50 per cent share of ad volumes with ecom-gaming leading the list. Among the top five categories, ecom-gaming and pan masala were the common categories in IPL 17 and IPL 16. Two of the top five categories in IPL 17 belonged to the F&B sector. Sporta Technologies clinched the top position among advertisers in 16 matches, while Parle Products emerged as the leading advertiser in seven matches during IPL 17. Together, the top advertisers added more than 38 per cent share of ad volumes in IPL 17. Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present among the top five of IPL 17 & IPL 16.

    In the 23 matches of IPL 17, there were 37 new categories and 86 new brands present compared to the same no of matches in IPL 16. Parle Food Products and Airtel Xstream Fiber secured first and second positions among the 73 new brands present in IPL 17.

  • TAM Sports: Top advertisers added 37 per cent share of ad volumes in IPL 17

    TAM Sports: Top advertisers added 37 per cent share of ad volumes in IPL 17

    Mumbai: TAM Sports has released an IPL report based on the first 15 matches of IPL 17 and for all the channels on which matches are telecasted.

    Television advertising for IPL 17 observed growth in ad volumes/per channel of one per cent compared to IPL 16.

    During IPL 17, the count of categories and advertisers increased by 63 per cent and 26 per cent compared to IPL 16.

    The top five categories present in IPL 17 together covered 52 per cent share of ad volumes with Ecom-gaming leading the list. Also, throughout all the 15 matches of IPL 17, Ecom-Gaming dominated the category list. Ecom-gaming and pan masala were the common categories between IPL 17 and IPL 16. Among the top five categories in IPL 17, two of them were from food & beverages sector. In advertisers, Sporta Technologies secured first position from Match one to seven and Parle Products was the leading advertiser from Match eight to eleven during IPL 17. Together, the top advertisers added 37 per cent share of ad volumes in IPL 17. Sporta Technologies, Vishnu Packaging and K P Pan Foods were the common advertisers present between IPL 17 & IPL 16.

    In the 15 matches of IPL 17, there were 36 new categories and 73 new brands present compared to the same no. of matches in IPL 16. Parle Food Products and Airtel Xstream Fiber secured first and second positions among the 73 new brands present in IPL 17.

  • TAM Sports: IPL 17 ad volumes surge by four per cent in seven matches

    TAM Sports: IPL 17 ad volumes surge by four per cent in seven matches

    Mumbai: TAM Sports has released an IPL report based on the first seven matches of IPL 17 and for all the channels on which matches are telecasted.

    IPL 17 ad volumes surge by four per cent over the previous season’s seven match span.

    The count of categories in IPL 17 increased significantly by 65 per cent compared to IPL 16. Also, the count of advertisers increased by 28 per cent during IPL 17 over IPL 16.

    In categories, Ecom-Gaming, maintained its top position throughout all the seven matches of IPL 17. The top five categories in IPL 17 together had 52 per cent share of ad volumes. Ecom-Gaming & Pan Masala were the only common categories in IPL 17 and IPL 16. Out of the total five categories, two of them belonged to F&B sector in IPL 17. The top five advertisers of IPL 17 contributed 34 per cent share of ad volumes with Sporta Technologies leading the list. Sporta Technologies, Vishnu Packaging and Bharti Airtel were the common advertisers between IPL 17 & IPL 16. Among the top five advertisers in IPL 17, Sporta Technologies retained its 1st position during all the seven matches.

    30 new categories and 55 new brands advertised in seven matches of IPL 7 compared to the same number of matches in IPL 16. Among the 55 new brands, ‘Parle Food Products’ was the leading brand followed by ‘Airtel Xstream Fiber’.

  • TAM report: Ad volumes of Coca Cola India grew by 2.7 times in ICC CW’23

    TAM report: Ad volumes of Coca Cola India grew by 2.7 times in ICC CW’23

    Mumbai: TAM Sports has released a commercial advertising report on ICC Cricket World Cup 23. This advertising report is based on all 48 matches of ICC CW’23 and for all the channels on which matches are telecasted.

    ICC World Cup’23 witnessed indexed growth of 17 per cent from all matches in terms of average ad volumes per match compared to ICC

    World Cup’19.

    Among all the World Cup matches, matches of the Indian team garnered max ad volume share. SF (Ind. vs. NZ) and F (Ind vs Aus) garnered the maximum ad volumes during ICC Cricket World Cup 2023.

    Tally of categories, advertisers, and brands rose by 42 per cent, three per cent and 34 per cent respectively during all the matches of ICC CW’23 compared to all the matches of ICC CWC’19.

    In ICC World Cup’23, ad volumes of Ecom-Wallets grew by 75 per cent compared to ICC World Cup’19. But among the top five categories, two-wheelers witnessed 42 times ad volume growth in ICC Cricket World Cup’23 over its previous edition. Perfumes/deodorant, pan masala & ecom-wallets were the only common categories among the top five of ICC World Cup’23 and ICC World Cup’19 in all the matches.

    Among the top five advertisers, Vini Product and FX Mart were the only common advertisers between ICC World Cup’23 and ICC World Cup’19. Ad volumes of Coca Cola India grew by 2.7 times in ICC CW’23 over ICC CW’19 among the top five advertisers.

    Among the 215 plus new brands, ‘Bharat Petroleum MAK’ was the leading brand followed by ‘Kamla Pasand Silver Coated Elaichi’. The top five categories present in ICC World Cup’19 and not in ICC World Cup’23, belonged to e-com category.

    In ICC CWC’23, brands of HUL were top exclusive on Hindi+English language sports channels and Regional language sports channels. A total of 165 plus brands advertised on both regional and Hindi+English sports channels during 48 matches of ICC CWC’23. “Phonepe” was leading the list of common brands.

  • Top five advertisers contributed 32 per cent of ICC World Cup ’23 ad volumes: TAM Sports

    Top five advertisers contributed 32 per cent of ICC World Cup ’23 ad volumes: TAM Sports

    Mumbai: TAM Sports has released an advertising report based on the first 39 matches of ICC CW’23 and for all the channels on which matches are telecasted.

    ICC World Cup’23 witnessed indexed growth of 19 per cent from the first 39 matches in terms of average ad volumes per match compared to ICC World Cup’19.

    The count of categories & brands grew by 32 per cent and 30 per cent respectively in ICC World Cup’23 compared to ICC World Cup’19 during the first 39 matches from both the World Cups.

    In ICC World Cup’23, perfumes/deodorant was the leading category with eight per cent share of ad volumes. Perfumes/deodorant, pan masala & ecom-wallets were the only common categories among the top five of ICC World Cup’23 and ICC World Cup’19 in the first 39 matches.

    Also, the top five categories together covered 32 per cent share of ad volumes during the first 39 matches of ICC World Cup’23.

    Among the top five advertisers, Vini Product was the only common advertiser between ICC World Cup’23 and ICC World Cup’19. The top five advertisers collectively added 32 per cent share of ad volumes during ICC World Cup’23.

    Over 50 new categories and over 195 new brands were advertised in 39 matches of ICC World Cup’23 compared to the same number of matches in ICC World Cup’19.

    Among the 195 plus new brands, ‘Bharat Petroleum MAK’ was the leading brand followed by ‘Indusind Bank Indie App’.

  • Vini Product – sole common advertiser in ICC World Cup ’19 and ’23: TAM Sports

    Vini Product – sole common advertiser in ICC World Cup ’19 and ’23: TAM Sports

    Mumbai: TAM Sports has released an advertising report based on the first 31 matches of ICC Men’s Cricket World Cup’23 and for all the channels on which matches are telecasted.

    ICC World Cup’23 witnessed indexed growth of 22 per cent from the first 31 matches in terms of average ad volumes per match compared to ICC World Cup’19.

    Count of categories, advertisers & brands grew by 31 per cent, one per cent and 26 per cent respectively in ICC World Cup’23 compared to ICC World Cup’19 during the first 31 matches from both World Cups.

    In ICC World Cup’23, perfumes/deodorant was the leading category with eight per cent share of ad volumes. Perfumes/deodorant & ecom-wallets were the only common categories between ICC World Cup’23 and ICC World Cup’19 in the first 31 matches. Also, the top five categories together covered 32 per cent share of ad volumes during the first 31 matches of ICC World Cup’23. Among the top five advertisers, Vini Product was the only common advertiser between ICC World Cup’23 and ICC World Cup’19. The top five advertisers collectively added 31 per cent share of ad volumes during ICC World Cup’23.

    Over 50 new categories and over 175 new brands advertised in 31 matches of ICC World Cup’23 compared to the same number of matches in ICC World Cup’19. Among the 175 plus new brands, ‘Bharat Petroleum MAK’ was the leading brand followed by ‘Vi Cellular Phone Service’.