TAM Sports, a division of TAM Media Research that specialises in measuring the sports sponsorship ROI has launched special features on the third and fourth season of the Indian Premier League. TAM Sports has focused on the dynamics of TV audience and sponsorships. This series of TAM Sports publishing aims at benefiting sports association, broadcasters, advertisers and sports marketing consultancies and help them understand the complexity involved in expecting ROI.
TAM Sports started this initiative in the first season of the IPL and also had a book on the second season.
TAM Sports’ book for the third and fourth season include an in-depth study on the event’s viewership dynamics, commercial and non-commercial advertising. It offers a detailed study on consumer impressions, brand placement, on-screen and in-stadia advertising along with a special section on the franchisee advertising done during the last two seasons. One part of this offering also includes the analysis on PR exposure received by franchisees and various brands associated with it.
Talking about the new launch, LV Krishnan, chief executive officer, TAM Media Research said, “Based on the overwhelming response to our earlier book series of IPL 1 and 2, we at TAM Sports are glad to release the combined book volumes of IPL 3 and IPL 4. These two volume continues to highlight the insights on the sports sponsorship ROI on various platforms – instadia, on-player and on-screen - to the industry along with throwing light on the tournament viewing analysis like audience profile, how various markets have responded to the event, impact of IPL on other genres with a special new section on franchisee advertising and print in-content placement. While cricket has been a big focus from TAM Sports due to its large audience and advertising base, we will also continue to provide more such insights on other sports like F1, Tennis and Football as well to serve the respective industry for its business requirements."
Some observations from the TAM Sports IPL study:
- IPL seasons were successful in reaching maximum audiences year on year, IPL Season 3 reached to 41+ million audiences whereas IPL 4 reached to 46+ million viewers.
- IPL 3 & 4 both garnered maximum contribution from CS 35 + age group whereas IPL Season 4 has seen increase in kids viewing.
- In comparison with IPL 3, IPL 4 witnessed 33% growth in overall advertising.
- IPL 4 saw utilisation of 60+ instadia platforms.
- 57 brands got exposure through 16 accessories platforms and contributed 2% share of the total ‘instadia’ advertising.