The country’s most popular and exciting sporting event, the Indian Premier League, has started earlier this month. According to a report, the top spenders during the IPL season are the mobile handset makers and the cellular service providers.
EconomicTimes has published a report derived from TAM Sports’ data which revealed that the mobile handset makers and cellular service providers have secured for 32 percent of the total advertisements during the live telecast of the first 15 matches of IPL. It is the tenth edition of this sporting event.
A specialised division of TAM Media Research has released the data which shows that the Chinese handset brands Oppo and Vivo (both owned by BBK Electronics) has a whopping share of 20 percent in the advertising share during the first 15 matches.
Apart from these, the cellular service providers, Vodafone India and Reliance Jio Infocomm have accounted nearly 12 percent of advertising share during the early matches. Jigar Rambhia who is the National Director at Maxus India for Sports and Entertainment said that the mobile handset vendors and the cellular service providers have been the top advertising spenders on IPL. Both categories target the male audience and the IPL season is the best time to do advertising, he added. Maxus India is a part of GroupM.
The TAM Sports data showed that 55 advertisers from 40 different categories have advertised during IPL10 in which 84 brands have advertised on the television channels Sony Max, Sony Six HD, Sony Six, Sony ESPN HD, and Sony ESPN.
The top five categories account for half of the overall advertising which comprises air conditioners, online shopping and passenger vehicles. Vivo Mobile India, being the title sponsor and the co-presenting sponsor accounts a 9 percent of the share of the total advertising volume. Vivo’s sister company, Oppo follows with 8 percent of share. Later, Vodafone India, Amazon India, and Jio follow the list.
IPL is the best property for companies to deliver their brands to the mass audience. Consistency is another term which makes IPL as the perfect place to advertise because many eyeballs are been targeted every single day for the entire run of the sporting event. So, the support for such property via advertisements is no surprise.