New-age digital brands go all out for IPL | Economic Times

E-commerce, gaming, edu-tech and e-wallets brands have taken center stage on advertising platforms in the ongoing Indian Premier League (IPL) T20 tournament, according to data by ad and viewership measurement company TAM Media Sports. Three of the top five most advertised categories in the IPL have been e-gaming, e-wallets and e-education, with fantasy sports platform Dream 11, local search engine Just Dial and digital stock broking firm Upstox being the top three brands in terms of ad volume. The other two categories among the top five are aerated soft drinks and pan masala, the TAM data said.The live broadcast is on Star Sports, while the live streaming is on Disney Hotstar. The opening match between Royal Challengers Bangalore and Mumbai Indians recorded 9.7 billion minutes of consumption on Star Sports, according to BARC India viewership data. 82137221E-gaming is the most advertised category with 12% overall ad volume so far, while the top five categories accounted for 40% of the overall ad volume in the inaugural match, the data by Tam Sports said.TAM chief executive LV Krishnan said: “The IPL live content is standing out within a cluttered environment, drawing increased attention and engagement. New age e-brands are seeking those connects to help build brands quickly during nascency with their targeted customers.”Media buying executives who represent some of India’s largest advertisers, said this year, unicorns, startups and tech companies which are flush with funding are set to dominate mainstream advertising through the 38-day tournament to hook users, even as the traditional large advertisers may spend their budgets on the IPL in spurts and in a staggered way.