Bundesliga adds crowd noise, attracts more ads

Advertising on television in India during the Bundesliga (German football league) increased during the second and third round of matches according to data shared by TAM Media Research and TAM Sports for Campaign India.

Compared to an advertising average of seven minutes per game during the first round of matches after the restart (16 to 18 May), the last two rounds, which were played over the weekend of May 23 and 24 and on Tuesday and Wednesday (May 26 and 27), average advertising per match increased by a minute to eight minutes per game. 

The big game played on 26 May between Borussia Dortmund (placed second) and Bayern Munich (placed first) attracted 17 minutes of advertising, the maximum in this round.

The increase coincided with the use of simulated crowd stadium noise by the Bundesliga broadcasters to enhance the television viewing experience. 

In all 16 different brands advertised in India during the last two weeks. JSW Cement led the charts among advertisers with a share of 22%. JSW Cement along with Apple had not advertised during the first round of matches.

Note: Data was recorded only till Tuesday. Data for matches from Wednesday was not available while filing this report.