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IPL 2021: e-commerce continues to dominate advertising in the second week




In the first week of IPL 2021, E-commerce was a leader in the advertising sector. The second week of the tournament has seen a similar trend. According to the TAM Adex Report, about 27 new categories and 96 brands are announced in the first 13 games. At the top of the list are stocks (stock brokerage organizations), followed by fans, hair dryers, refrigerators and energy drinks.

Among the 96 new entrants to the brand, JdMart has topped the list, followed by UpStox and Rajshree Silver Coated Elaichi. The last two in the top five are Grow and VIVO X60 Series 5G. But this week too, ECOM is the leading sector, with 2 categories that present a 16% share of the advertising volume. Last season there were four categories of the ecom sector at this time.

Additionally, the top five categories, including electronic games, smartphones, soft drinks, e-education and automobiles, together had a 34% share of ad volumes in IPL 2021. The top five advertisers have contributed 20% to the share in ad volumes.

Sporta Technologies and FX Mart also contributed significantly to ad volume last season. After the completion of the first 13 matches, IPL 14 has witnessed an 8% increase in the categories. At the same time, it has suffered a loss with the number of advertisers and brands seeing a decline of 14% and 18% respectively.

Similar to the first week of IPL 2021, was the top exclusive brand on Hindi and English sports channels, while 7 Up leads the exclusive brands on regional sports channels. A total of 100 brands advertised on regional and Hindi and English sports channels during the first 13 matches of IPL 2021. Dream11 was at the top among common brands.

Meanwhile, TAM has also reported statistics on the volume of television advertising significantly during January-March’21. There is a growth of 30% compared to the same period last year. The report noted that in the span of the past six months, television ad volumes peaked in March’21. Among the leading sectors in television, Food and Beverages led with a 20% share in ad volume. Services, Home Products and Personal Health Care are in the top five sectors. Despite the growth in advertising volumes, there is a marginal drop in the total number of categories, advertisers and brands during January-March’21, with categories on television dropping 2.33% and advertisers falling 10% .

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