Tag: Top Advertisers

TAM Sports: IPL advertising shows strong growth as brands bet big on cricket

MUMBAI: The Indian Premier League’s 2025 season has kicked off with a veritable feast for advertisers, showing remarkably robust growth in the tournament’s commercial appeal. The first 31 matches witnessed an 8 per cent jump in advertising volumes compared to the same period last year, according to the latest report from TAM Sports.

The lucrative cricketing carnival has attracted 16 per cent more advertisers than in 2024, with the total count rising from 65+ to 75+. Even more impressive is the 23 per cent surge in brand presence, leaping from 110+ to 140+ brands jostling for eyeballs during the matches.

Gaming platforms have bowled over the competition, with e-commerce gaming emerging as the top category, commanding an 18 per cent share of advertising volumes—nearly double its 9 per cent slice from last year. Food products claimed the second spot with 11 per cent, while mouth fresheners, last year’s champion, slipped to third place with 10 per cent of the advertising pie.

Parle Products continues its dominant innings at the crease, leading the advertiser rankings with an 11 per cent share. Dream11.com’s parent company, Sporta Technologies, came in a close second with 10 per cent, while My11circle muscled its way into third place with 6 per cent of total ad volumes.

The advertising landscape has witnessed notable churn, with 23 new categories entering the fray while an equal number have been clean bowled out of this year’s tournament. Among the 96 debutant brands, Parle Platina Hide & Seek and Rajshree Silver Coated Elaichi emerged as the top newcomers.

Food and beverage brands continue to have a ravenous appetite for cricket eyeballs, accounting for three of the top five advertising categories. Meanwhile, traditional categories like biscuits, properties/real estates, and chocolates have been relegated to the pavilion this season.

The tournament’s broad reach across both national and regional language channels has created distinct advertising patterns. While Amul Butter topped exclusive brands on Hindi and English channels, Reliance Trends claimed the spotlight on regional language broadcasts. Vimal Elaichi showed true all-round form, dominating the list of brands advertising across all language platforms.

With 28 channels broadcasting IPL matches this season—up from 24 last year—advertisers clearly believe the tournament remains cricket’s most lucrative commercial pitch.

April 21, 2025
E-commerce dominates share of IPL ads in first five matches: Report

Mumbai: The e-commerce category has more than 30 per cent share of TV ad volumes during the first five matches of the 15th edition of the Indian Premier League (IPL) that began airing on 26 March, according to data provided by Tam Media Research.

Under the e-commerce sector, four categories including online gaming, online shopping, ed-tech and digital wallets were the biggest contributors to ad volumes on TV. Online gaming alone contributed 17 per cent of the total ad volumes in the e-commerce sector. Pan masala was the only other category present among the top five categories on TV which contributed up to 40 per cent share of ad volumes, the data revealed.

The overall number of advertisers, categories and brands that advertised in IPL 15 declined versus IPL 14 at 29 per cent, 13 per cent and 15 per cent, respectively. The top five advertisers were Sporta Technologies followed by K P Pan Foods, Bundl Technologies, Tata Digital and Gameskraft Technologies. Notably, Sporta Technologies was the number one advertiser during the first five games of IPL in 2021 as well.

There were 65 exclusive brands that advertised in IPL 2022 (not present in 2021) including Kamala Pasand, Tataneu App, Spotify App, Samsung Galaxy, and Meesho App. There were also 12 exclusive categories including corporate/brand image, online auto rental services, NBFCs, two-wheelers, and footwear.

(Source: Tam Sports | Event: IPL 15 and IPL 14 | Period: 26-29 March’22 and 9-13 April’21 | Channel count: IPL 15 – 20; IPL 14-19)

April 4, 2022
TV ad volumes in January ’22 up 32% compared to January ’20: Report

Mumbai: TV ad volumes in January this year were 32 per cent higher than January 2020, however, it was marginally lower than January 2021 levels. The number of advertisers in January 2022 stood at 2,670 which was lower than 3,020 advertisers who had appeared in January 2020, according to TAM adex data. Similarly, there were fewer brands and categories visible on TV, the data revealed.

According to the report, there were over 170 growing categories present in January 2022 compared to January 2021 out of which the fastest was the tea category which saw a growth of 61 per cent followed by e-commerce – education at 57 per cent. E-commerce – media/entertainment/social media, chocolates, wafer chips, cement, coaching centre, cars, e-commerce – gaming, e-commerce – wallets were among the top ten fastest-growing categories.

The top advertisers on TV were Hindustan Unilever Ltd (HUL), Reckitt Benckiser, Brooke Bond Lipton India, Ponds India, Cadburys India, ITC, Godrej Consumer Products, Procter and Gamble, Amazon Online India, and Colgate Palmolive India. The top ten advertisers comprised 38 per cent of total TV ad volumes in January and Amazon Online India was a new entrant in the rankings.

Seven of the top 10 brands belonged to HUL (two brands) and Reckitt Benckiser (five brands) along with Tata Play, Ultratech Cement, and Asian Paints Apex Ultima Protek.

There were more than 1.5K exclusive advertisers and more than 30 exclusive categories in January 2022 i.e., advertisers and categories that were present in January 2022 but not in January 2021.

Kia Motors was the top exclusive advertiser followed by Dell Computer. Commercial vehicles topped among the exclusive categories followed by baby food.

March 28, 2022
T20 WC ’21: 80+ brands appeared on TV, e-comm categories spend big

Mumbai: On 7 November, New Zealand victory over Afghanistan ended India’s chances of qualifying for the semi-finals of ICC T20 World Cup 2021, yet more than 80 brands advertised during the course of the 45-day tournament with BYJU’s topping the list, according to data provided by Tam Media Research.

E-commerce categories – education and gaming which were new advertiser categories this year ended up topping the charts in terms of ad volumes. In general, the e-commerce industry dominated ad volumes four out of five of the top categories being from e-commerce categories. The top five categories contributed 42 per cent share of total ad volumes.

E-commerce – wallets, e-commerce – education, smartphones, e-commerce – gaming and e-commerce – financial services comprised the top categories that advertised during the tournament in terms of ad volumes. Think & Learn (BYJU’s), Reliance Retail, Coca Cola India, Havells India and Nedmeds Marketplace were the top five advertisers in terms of volumes. Top five advertisers account for up to 29 per cent share of total ad volumes on TV.

Compared to the 2016 edition of the tournament, this year’s ICC T20 World Cup saw a 19 per cent increase in ad volumes per match, according to Tam data. For the final match between New Zealand and Australia, ad volumes increased by 16 per cent compared to the previous edition.

While the total number of advertisers for 2016 and 2021 ICC T20 World Cup remain the same, there were 26 new advertiser categories that appeared on TV.

(Source: TAM Sports; figures are based on secondages for TV; commercial ads only; excluding promos and social ads)

December 29, 2021
Over 200 categories record growth in TV Ad volume in Nov ‘21: TAM Data

Mumbai: Over 200 categories saw a surge in TV ad volume this November, compared to pre-pandemic levels, according to the data shared by Tam Media Research.

Tea category led the charts with the highest growth compared to November, 2020. It was followed by Milk Beverages, hair removers, e-com/media, coffee, software, chocolates, face-wash, cars, and life insurance.

According to the data, as many as 390 categories including 2,780 advertisers and 4,410 brands advertised on TV during the month. While the tally of categories remained relatively unchanged compared to November, 2020, the count of advertisers and brands witnessed a marginal drop of one to three per cent over last year.

HUL and Reckitt Benckiser top advertiser list

Hindustan Unilever and Reckitt Benckiser India remained the top two advertisers like last year, followed by Ponds India, Brooke Bond Lipton India, Godrej Consumer Products, Cadburys India, P&G, Colgate Palmolive India, Lakme Lever and Marico.

Brooke Bond Lipton India, Lakme Lever, and Marico were the new entrants in the Top 10 advertisers’ which together occupied a 39 per cent share of the total ad volumes in November.

Horlicks tops the brand list

Cashing in on the festive season, over 4,400 brands advertised on TV in November. The top 10 list of brands was dominated by Horlicks followed by Harpic Power Plus 10X Max Clean. The top 10 brands had a nine per cent share of ad volumes, out of which, two belonged to HUL and six belonged to Reckitt Benckiser India.

Eyewear lenses category topped among the exclusive categories during the month, followed by Doors in November. Flipkart was the top exclusive advertiser and Dettol Foaming Handwash topped among exclusive brands followed by Tata Sky Binge app.

December 24, 2021
TV ad volumes increase by 11 per cent YoY in September

Mumbai: TV ad volumes increased by 11 per cent in September year-on-year (YoY), according to data provided by TAM Media Research. The month saw eight per cent growth in categories, 18 per cent growth in advertisers and 15 per cent growth in brands, the data revealed.

Ad volumes on TV grew in every week of September 2021 over the same weeks in September 2020; the highest growth of 14 per cent was seen in the first week of September 2021.

Out of 370 categories on TV, the top categories that advertised in September were milk beverages (four per cent), followed by e-commerce/media/entertainment/social media (four per cent), toilet soap (three per cent), toothpaste (three per cent) and shampoo (three per cent). The top 10 categories contributed 31 per cent share of ad volumes on TV.

During the month, 190+ categories increased ad volumes on TV versus the same period last year. Milk beverages category advertising increased by 74 per cent and e-commerce online shopping advertising increased by 2.5 times.

The top five advertisers on TV included Hindustan Unilever Ltd (14 per cent), Reckitt Benckiser (10 per cent), Brooke Bond Lipton India (three per cent), Cadbury India (three per cent), and Amazon Online India (two per cent). HUL and RB were top advertisers for both September 2021 and September 2020. The top ten advertisers contributed 39 per cent share of ad volumes.

Horlicks, Amazon India, Dettol, Lizol, Disney+ Hotstar, Harpic, and Clinic Plus Shampoo were some of the top brands advertised on TV. More than 3900 brands appeared on TV during the month, said the data.

There were more than 50 categories that were visible in September 2021 but not in the comparative period last year. Some of the top categories include eyewear lenses, adhesives, childcare products, mouth wash, and frozen foods. The top exclusive advertisers were Lux Industries, Google, Parle Biscuits, BPL, and Travelxp India. The top exclusive brands were Dettol, Airtel Black, Moov Pain Balm, Lux Cozi, and Reliance Digital.

(Source: TAM AdEx; Figures are based on secodages for TV; commercial ads only; excluding promos and social ads)

November 13, 2021
Ed-tech category leads ad volumes during IPL 14: TAM data

Mumbai: The ad volumes during 51 matches of IPL 14 grew by six per cent compared to IPL 13, according to TAM Media Research data. Ed-tech emerged as the top advertising category for this year’s edition, the data revealed.

The TAM data looked at ad volumes across 24 Star network channels for IPL 14 and 21 channels for IPL 13. Only data for live matches was counted, pre-mid-post programming ads were excluded.

The tally of advertisers grew by 10 per cent while brand count decreased by two per cent versus the previous season. Parent companies of the brands Dream11 and PhonePe were among the top five advertisers for both seasons of the tournament. The top five advertisers contributed up to 20 per cent share of ad volumes.

This year ed-tech was the top category advertiser during the tournament with 10 per cent share of ad volumes. Last year, the mobile handset category was the leader in terms of ad volumes with the same share. Gaming (nine per cent), digital wallets (seven per cent), pan masala (five per cent) and aerated soft drinks (five per cent) were the other top advertising categories.

The top advertisers for the season include Sporta Technologies (Dream11) (six per cent), Think and Learn (four per cent), FX Mart (PhonePe) (four per cent), EPX Uptech (Upstox) (three per cent), KP Pan Foods (three per cent). The top five brands were Dream11, PhonePe, Upstox, JDmart, and Cred and combined contributed up to 18 per cent of ad volumes.

There were 30 new advertising categories visible during IPL 14 compared to the previous season. The top five new categories were securities/share broking, fans, hair dyes, pipes/PVC fittings, and hospitals/clinics. This year two-wheelers, wires and cables, banking services and products, washing powders/liquids, and namkeen categories did not advertise during the tournament.

October 26, 2021

Automotive fuel, fitness and sports outlets saw aggressive TV ad volume growth in Q1-19: TAM

MUMBAI: Services and personal healthcare saw a dip in TV ad volumes in the first quarter of 2019 as compared to Q1 2018. While they maintained their positions in the top five super categories, their ad volumes decreased with an indexed figure of 12 per cent and 6 per cent respectively.

The topmost super category was food & beverages, with 19 per cent share in ad volumes. It climbed up a spot from the previous consecutive quarter with a 7 per cent indexed growth. It was followed by personal care & hygiene (19 per cent), services (11 per cent), household products (7 per cent), and personal healthcare (6 per cent).

The report also highlighted the top categories under these super categories based on their ad volumes on TV.

Consumer durables sector

In consumer durables, wires and cables became one of the topmost advertisers, showing 3.8 times growth in ad volumes as compared to Q1’18. Lighting products also showed an indexed growth of 38 per cent.

Rank	Top five Categories – Q1'19	Top five Categories – Q1'18	Indexed Growth in Q1'19
1	Lighting Products	Fans	138
2	Fans	Inverters	49
3	Wires & Cables	Water Purifiers/Filters	378 (3.8 times)
4	Water Purifiers/Filters	Lighting Products	57
5	Thermowares	Air Conditioners	168

The top five advertisers in the category were Polycab Wires, Microtek International, Philips Electronics India, V Guard Industries, and Orient Electric. The top five brands were V-Guard Wires, Orient Aeroslim, Livfast Inverters and Batteries, Microtek Jumbo Ups, and Usha Goodbye Dust Fan.

Auto Sector

In the auto sector, corporate auto recorded an 11 times growth, automotive fuel showed a staggering growth of 5568 times in Q1’19 from the same quarter in the previous year.

Rank	Top five Categories – Q1'19	Top five Categories – Q1'18	Indexed Growth in Q1'19
1	Cars	Two Wheelers	117
2	Two Wheelers	Cars	40
3	Corporate-Auto	Tyres	1095 (11 Times)
4	Tyres	Commercial Vehicles	92
5	Automotive Fuel	Tractors	556738 (5568 Times)

The top five advertisers were Maruti Suzuki India, TVS Motor Company, Bajaj Auto, Mahindra & Mahindra, and Kia Motors Corporation while top brands were Mahindra XUV 300, Bajaj Auto, Nissan Kicks, Kia, and Jeep Compass.

Retail sector

Retail outlets-fitness/sports noted a whopping growth of 267 times in terms of ad volumes in Q1’19 as compared to Q1’18.

Rank	Top five Categories – Q1'19	Top five Categories – Q1'18	Indexed Growth in Q1'19
1	Retail Outlets-Clothing/Textiles/Fashion	Retail Outlets-Clothing/Textiles/Fashion	89
2	Retail Outlets-Electronics/Durables	Retail Outlets-Departmental Stores	142
3	Retail Outlets-Departmental Stores	Retail Outlets-Electronics/Durables	60
4	Retail Outlets-Fitness/Sports	Retail Outlets-Home/Interiors/Furniture	26655 (267 Times)
5	Retail Outlets-Home/Interiors/Furniture	Retail Outlets-Medical/Pharmacy Stores	120

The top five advertisers were Reliance Retail, The Chennai Silks Group, Vasanth & Co, Saravana Stores, and Mission Sports & Fitness, and the top five brands were Reliance Digital, Vasanth & Co, Reliance Trends, The Chennai Silks Goddess Collections, and The Chennai Silks.

July 6, 2019

Policybazaar.com top brand in BARC week 51 rankings

MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 15 December 2018 and 21 December 2018.

The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R): 2+ Individuals demonstrating ads that were inserted the most in week 50 of 2018.

Top advertisers

The owner of a vast product portfolio, including foods, beverages, cleaning agents, personal care products, Hindustan Unilever Ltd is unmoved from the top spot in the advertiser category and has had 108342 insertions on television.

Reckitt Benckiser Ltd, maker of Dettol, Veet, Durex condoms, Strepsils, Air Wick, Harpic, maintains its second position with 54125 insertions in week 51 of 2018. It is followed by ITC, which has had 42742 insertions.

Procter & Gamble, like last week, stands fourth with 36568 insertions followed by Ponds India with 30455 insertions.

Top brands

Policybazaar.com has emerged as the top brand in week 51 rankings of BARC, with 19288 insertions. Flipkart.com stands an impressive second with 15739 insertions, followed by IBF (Indian Broad Federation), which was number 1 last week. IBF has had 14853 ad insertions.

Trivago and PhonePe stood fourth and fifth with 12174 and 11412 insertions respectively.

December 30, 2018
HUL top advertiser; Santoor enters top 5 in BARC week 31

MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 28 July to 3 August 2018, week 31.

The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals and their as insertions.

Top Advertisers:

For week 31, Hindustan Unilever Ltd retained in its position as the top advertiser and led with 150003 ad insertions on television. HUL’s products include foods, beverages, cleaning agents, personal care products and water purifiers.

Kolkata based ITC Ltd jumped to second position this week with 44598 ad insertions followed by Reckitt Benckiser Ltd with 38259 ads.

Procter & Gamble slid to fourth position this week with mere 24165 ads.Dairy Milk manufacturer Cadbury India jumped to fifth position this week with 23918 ad insertions, a huge leap from its eighth position last week.

Top Brands:

Scooter brand from the house of Honda, Honda Grazia ruled the TV screens yet again by becoming the top advertised brand in week 31 with 13564 ad insertions.

The Indian Ministry of Health and Family Welfare retained its last week’s position and became the second most advertised brand this week with a startling 13497 ad insertions.

Santoor sandal and turmeric soap jumped from its week 30’s 8th position, to become the third most advertised brand in week 31 with 12365 ad insertions.

Mukesh Ambani-led Reliance became the fourth most advertised brand this week. Jio inserted its ads 11660 times during week 31. Now with Jio in the league of top five, it will only be interesting to see if it can move up further in the list in the weeks to come.

Hotel searching website, Trivago, dropped down yet again and had mere 9711 ad insertions this week. Trivago seems to be loosing its momentum on television screens as the number of ad insertions keep falling every week.

https://www.youtube.com/watch?time_continue=1&v=Ckhd-oijx9Y

It will be worth the wait to see how the numbers shift next week in week 32 of BARC data.

August 10, 2018