In the 10th season of the Indian Premier League (IPL), a grand total of 75 advertisers put forth their lucrative endeavours to reach out to the crowds. Since this tournament garnered a viewership of 1.24 billion, Impressions across all the five channels (Sony Max, Sony Six (SD+HD), Sony ESPN, both SD and HD), telecom products had been cropped up as the highly advertised category on the cricketing event.
It is pretty much note worthy that Sony Pictures Networks has reportedly rummaged Rs 1300 crore as revenues from IPL 10. One of the 75 advertisers, the presenting sponsor Vivo Mobiles telecast its ads for the maximum duration of 8.08 per cent of the total commercial airtime during the tournament. And Oppo India nearly left its mark with 7.78 per cent of the commercial airtime as per the data provided by BARC India.
Reliance Jio Infocomm advertised for 6.05 per cent of the total time followed by Vodafone with 6 per cent of the airtime. Amazon turned out to be the only e-commerce player to be present in the top ten advertisers with 5.78 per cent of the total commercial airtime on IPL.
The other brands who successfully clinched their spots in the top ten includes Havells India (3.47 per cent), Parle Biscuits (3.34 per cent), Polycab Wires (3.22 per cent), Maruti Suzuki (3.12 per cent) and Parle Agro (2.90 per cent).
Within the categorical coterie of advertisers, telecom products prevailed the roost of the top ten categories that advertised on IPL 10. Durables stood second with a 16 per cent share of the total advertisements. Auto category grabbed a 13 per cent share, followed by Telecom/ Internet Service Providers with 12 per cent share of airtime.
Next in such sort of list of categories that advertised with the highest seconds include Services (11 per cent), Food and Beverages (10 per cent), Building, Industrial and Land Materials/Equipments and Retail (three per cent each), at the end stood Textiles/ Clothing and Corporate/ Brand Image (two per cent each).
IPL 10 stood quite strong on the high expectations of the stakeholders as far as viewership is concerned. The total viewership of IPL 10 stood at 1.24 billion Impressions, against 1.02 billion Impressions garnered by IPL 9. Exclusively, the final match played between Mumbai Indians and Rising Pune Supergiants garnered 39.4 million Impressions, lower than IPL 9’s final played between Royal Challengers Bangalore and Sunrisers Hyderabad (44.68 million Impressions).
While talking about the reason of concluded this venture with a lower viewership in this year’s finale, most of us seemed to consider the low stickiness this year. “The first innings was a dull deal with mere 129 runs to chase for RPS. A lot of people might not have returned for the second innings. Also, those who would have stayed on would have spent lesser time on the game. Compare this to last year’s match; both the finalists were not decided till the very last of the qualifiers matches. This had kept the adrenaline higher. In any case, Bangalore gets a good traction, any day,” said an expert.
Overall, the average viewership per match was 21.18 million Impressions in IPL 10, which was 24 per cent higher than that of season 9 which scored 17.11 million Impressions.
Among male viewers, IPL 10 grabbed a viewership of about 12.52 million average Impressions per match against female viewers who clinched 8.65 million average Impressions per match. The urban and rural audiences too exhibited similar trend when urban clocked 11.54 million average Impressions per match, rural grabbed 9.63 million average Impressions per match.
The top five markets include Maharashtra/ Goa, Andhra Pradesh/ Telangana, Gujarat/ Daman and Diu/ Dadra and Nagar Haveli, Karnataka, and West Bengal.
The top five matches of the tenth edition were the final match Mumbai Indians and Rising Pune Supergiants (39.4 million Impressions), the second match Rising Pune Supergiants versus Mumbai Indians (30.3 million Impressions), the third match of the season, played between Gujarat Lions and Kolkata Knight Riders (29.7 million Impressions), the first qualifier match between Rising Pune Supergiants and Mumbai Indians (29.6 million Impressions) and the tenth match played between Sunrisers Hyderabad and Mumbai Indians (29.5 million Impressions).
Hence it is clearly comprehended that the finale of IPL 10 in between Mumbai and Pune is the most favourite match for the masses across the globe.