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)