Telecom brands are singing a new tune with the second season of the Indian Premier League (IPL2), high tailing it across television screens and dominating commercials. On Day 1 of IPL-2 , Vodafone, Airtel Cellular and Airtel Broadband were the top three advertisers. On the second day, the top order shifted a bit, but telecom still held sway.
The introduction of digital TV, both by the mandatory conditional access system (CAS) and direct-to-home (DTH) category , has also helped spur TV viewership ratings (TVR) to 6.71 for the first day, much higher than the 5.5 TVR garnered from cable and satellite households.
According to TAM AdEx data, the top five advertisers on the first day were Vodafone, Airtel, Airtel broadband, Castrol and Lifebouy Total. Telecom brands had a field day. Vodafone Cellular Phone Service was the most advertised brand in the commercial advertising share, followed by Airtel Cellular Phone Service and Airtel Broadband Internet service.
On the second day, though Vodafone dominated commercial time, Airtel Broadband had taken over the second spot, while Lifebouy Total was in the third spot. Airtel Cellular was fourth and Bajaj DTS the fifth most advertised brand.
Advertisers and media buyers have their fingers crossed and are hoping that viewers tune in even on weekdays to justify ad spends. Of the 125 million television households in India, 82 million have cable and satellite connections and 11 million are digital. Though the total market TVR for digital households for both the games was pegged at 7.24 for the first match, the ratings fell to 6.71 TVR for the second match, across six metroes—Mumbai , Kolkatta, Delhi, Chennai, Hyderabad and Bangalore. Apart from the type of households, the first day saw matches between teams from Bangalore, Mumbai, Chennai and Punjab.
The loyalty factor to the home team, resulted in major spikes, with Mumbai recording a TVR of 7.26 for the first match, which then went on to 9.92 TVR for the second.
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