E-gaming, payment apps most advertised in this IPL season
peaked during thez previous season but have seen a 30% decrease this year, yet they outperform their own spends from season 15 by 12%,” he said.
On digital, the story is similar. E-commerce wallets are making a comeback after being absent in the 16th season. This could primarily be because Paytm is going through legal turmoil and other companies want to position their wallets as the prime choice. Additionally, advertising for products like air conditioners has risen over 40% in this season compared to the last, capitalising on the hot summer months.
Also, because of the broadcasters splitting up, while advertising rates have stabilised at similar levels to last year, it has generally become more expensive for advertisers to advertise.
This is because instead of advertisers getting a combined deal from the same broadcaster, they are now having to make separate deals with the two broadcasters—Star Sports for television— and Reliance’s Jio Cinema OTT platform for digital.
Because of this split, advertising revenues have shrunk overall. Broadcaster Disney Star was earlier showing the IPL on both digital and television, but the pool of revenue dropped from ₹4,600 crore in 2022 to about ₹4,000 crore in 2023, with Star receiving a majority of the revenue, Mint had earlier reported.
But this year too, advertising rates have been sluggish so far. Company budgets and other external factors like the general elections and the upcoming
There was also My11Circle, which was more prominent this year but is advertising a little less
ICC Men’s T20 World Cup in June have resulted in less spends on advertising for this season, said Sandeep Ranade, executive vice president and head of quantitative research division of Hansa Research.
“Most advertisers are concerned about whether they should use up their entire advertising budgets in Q1 or hold off till Q2 when the World Cup happens,” he said.
He added that while brands and sponsors or associate sponsors get high visibility, the data they have collected from the first two weeks shows that, as expected, it is Dream11, which creates advertising specifically for the IPL, that is the most recalled brand followed by Tata group’s Tata Neu and Tata cars, according to research from Hansa Research.
In the top 10 are also surrogate brand Vimal Elaichi and HDFC Bank’s Payzapp, Rupay and AngelOne, which have replaced Cred in terms of spontaneous brand recall value. There was also My11Circle, which was more prominent this year but is advertising a little less.
“This year, the percentage of people watching the IPL on digital has also increased and we have observed that most of them are seen streaming them on their connected TV screens rather than on their mobiles,” said Ranade. “In general, we have observed that TV and digital are at par this year, for now at least. We will wait for another week of data to come in to see how the season has panned out. The first two weeks have seen some front loading of some companies’ media plans, but surely more brands could be added as the season reaches the end,” he added.
Mint had earlier also reported that the cost for advertisers on Star Sports is ₹12.5 lakh for a 10-second slot in SD (standard definition) and ₹5.3 lakh for HD (high definition). On Jio Cinema’s platform, sponsors will pay ₹200 per thousand impressions (CPM) for ads displayed before and after matches. The cost for a spot on connected TV is ₹6.5 lakh. It’s important to note that these advertising rates are similar to those of the previous year. The season began on 22 March and will go on till 26 May.