MAM
TAM Sports IPL 15 report: ad volumes up 11% compared to IPL 14
Mumbai: According to a TAM Sports report, ad volume in season 15 of the Indian Premier League (IPL15) increased by 11 per cent per channel compared to the previous season. While ad volume increased, viewership dropped 20-25 per cent this season compared to IPL 14.
According to the research, the indexed ad volume growth in IPL 15’s eliminator was 17 per cent higher than in IPL 14’s, and the indexed growth based on average ad volume in IPL 15’s first and second play-offs was 11 per cent and 8 per cent higher than in IPL 14.
Meanwhile, ad volumes per channel grew by 9 per cent in the IPL 15 finals compared to the IPL 14 finals. Additionally, this year’s IPL included 74 live matches, compared to only 60 in IPL 14.
The report also stated that the number of categories, advertisers, and brands in IPL 15 dropped by 21 per cent, 13 per cent and 21 per cent respectively, as compared to IPL 14. IPL 15 included over 70 categories, 110 advertisers and 180 brands.
Although four of the top five categories were the same in both IPL 15 and IPL 14, four categories were common in both IPL 15 and IPL 14. In IPL 15, Ecom-Gaming came out on top, while in IPL 14, it came in second. In contrast, Ecom-Education, which was first in IPL 14, fell to fourth in IPL 15. The top five categories accounted for 39 per cent of total ad volume during IPL 15, compared to 36 per cent in IPL 14.
During IPL 15, the top five sponsors contributed 24 percent of ad volume, compared to 20 per cent in IPL 14. Between IPL 15 and IPL 14, Sporta Technologies, Think & Learn, and FX Mart were among the top five advertisers.
Dream11.com was the top advertised brand during both IPL 15 and IPL 14. In IPL 15, the top five brands accounted for 21 per cent of ad volume, while the top five brands in IPL 14 accounted for 18 per cent. The top five brands were Tata Neu App, Kamla Pasand Silver Coated Elaichi, Cred, and Meesho App
In comparison to IPL 14, this year’s match featured over 20 new categories, and 40 categories did not appear in IPL 15 compared to IPL 14. Ecom-Auto Rental Services was the most popular of the new categories, followed by Shaving System/Razor.
The report also mentioned that 10 to 20-sec ads, followed by 21 to 40-sec ads, were preferred the most during commercial breaks.
Brands
Kaspersky and KidZania want Indian children to fight hackers before they hit their teens
Kaspersky and KidZania open a cyber investigation centre in Mumbai to teach children how to outsmart hackers
MUMBAI: India’s children are growing up online faster than anyone can protect them. Kaspersky, the global cybersecurity firm, is betting that the best way to fix that is to make six-year-olds feel like detectives.
The company has opened a Cyber Investigation Centre inside KidZania Mumbai at R City Mall, Ghatkopar, in what it is calling a first-of-its-kind cybersecurity role-play experience for children. Kids suit up in Kaspersky uniforms, sit down at dedicated workstations loaded with security software, and spend 20 minutes cracking simulated cases of phishing, identity theft and cyberbullying. Up to six children can play investigator at a time. Those who crack the case walk away with a personalised Kaspersky Cyber Investigator card — and a healthy suspicion of dodgy links.
The timing is not accidental. In India, 82.2 per cent of children have access to a mobile device by the age of 14. They use it to stream, game, chat and study. Most of them have never heard the word “phishing.”
“The earlier we equip children with the awareness and skills to navigate the digital world safely, the stronger our collective digital future becomes,” said Jaydeep Singh, general manager for India at Kaspersky. Tarandeep Singh Sekhon, chief business officer of KidZania India, put it more plainly: “Every parent today is thinking about how to prepare their child for a digital-first future.”
The partnership comes with commercial sweeteners. Visitors buying KidZania tickets get a complimentary two-month Kaspersky trial subscription. Annual pass holders get a full year’s subscription thrown in. Discount vouchers go out at the exit gates.
The launch ceremony leaned into KidZania’s theatrical DNA — a diya lighting, a dance performance, a key handover, a parade through the miniature city, and a ribbon-cutting at the new centre.
Cybercriminals, it turns out, do not discriminate by age. Kaspersky and KidZania are hoping that neither will the next generation of people trying to stop them.
