Telecom handset manufacturers and service providers have emerged as the largest advertising brands during the ongoing Indian Premier League (IPL) so far, with Vodafone and Samsung leading the pack. Videocon — contemplating to buy an IPL team — is placed in the third position.
According to Adex, a division of Tam Media, Vodafone maintained its top spot in the earlier two editions, closely followed by Hyundai Motors, Sony Network and Coca-Cola.
However, in the third edition, all three top rankings went to telecom majors Vodafone, Samsung Electronics and Videocon between March 12 and March 21.
A spokesperson for Samsung Electronics said: “We are advertising our complete new range of dual SIM handsets on SET Max, as well as some of our summer range of consumer durables. This year we are also advertising during extra innings. Around four per cent of our turnover goes into advertising and marketing every year.” Samsung India’s turnover touched $2.2 billion last year.
| RISING PITCH | ||
| Period | Rank | Top commercial advertisers |
| IPL 1 (2008) April 18 - June 1 | 1 | Vodafone Essar |
| 2 | Hyundai Motor India | |
| 3 | Sony Network | |
| IPL 2 (2009) April 18 - May 24 | 1 | Vodafone Essar |
| 2 | Bharti Airtel | |
| 3 | Hyundai Motor India | |
| IPL 3 (2010) March 12 - March 21 | 1 | Vodafone Essar |
| 2 | Samsung Electronics | |
| 3 | Videocon Industries | |
| Source: Adex, Tam Media | ||
“We have increased our advertising expenses because IPL is one platform that guarantees target eyeballs,” the spokesperson added. Significantly, the cumulative reach for the first 14 IPL matches this year has managed 108 million viewers, up from 96 million last year and 77 million in 2008, according to the Adex report.
A Vodafone spokesperson said: “We have introduced new Zoozoo advertisements this year and concepts like jungle themes. We are advertising our new services like mobile payment of electricity bills, and features like playing games, among others.”
Rohit Gupta, president - network sales, Multi Screen Media (SET Max owners), the official broadcaster, told Business Standard, “All our advertisers during the first two seasons have stayed on with us for the third season as well. In fact, this year a lot of existing advertisers have increased their ad spends. A lot of spot buyers are also investing in larger portions of ad spots.”
“Rates for spot buying have increased 30-40 per cent over the last year to touch Rs 5.75-6 lakh per 10-second spot on television. Increase in rates for spot buying is always linked to viewership ratings. There could be a further increase in spot buying rates if viewership increases further,” added Gupta.
While Videocon and Vodafone are presenting sponsors, which have bought at least 180 seconds of advertising time each for around Rs 50 crore, SET Max has roped in eight associate sponsors for approximately Rs 33 crore for at least 120 seconds of advertising time.
Associate sponsors this season include Pepsi, Hyundai, LG, Samsung, Tata Photon, Airtel DTH, among others.
SET Max has sold all its inventories for this year and could not accommodate too many new advertisers since advertisers from the last two seasons have retained their spots.
