IPL and its changing advertiser profile

There are differences, but the IPL fever is back. The pandemic will prun the tournament in early May and the rest will begin on Monday in the United Arab Emirates (UAE).

Cricket has always caused excitement in India, and even the worst cynics will admit that the team’s victory in England in a longer form helped maintain interest. Broadcasters and advertisers will certainly want it to be true.

As the tournament gained momentum over time, it was able to do two things well. One was to see the high interest of women as a breakthrough and to get more viewers.

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Then there wasn’t a small problem of expanding the audience base, and it came behind the emergence of new businesses-it straightened it led to more advertising. Nothing is more obvious than e-commerce, banking, financial services and insurance (BFSI), and online games are now a new kid.

You need to go back three years. There is no official quote, but media planners and buyers emphasize some important parts of this change.

Approximately 40% of media spending is on digital media (OTT or Hotstar for IPL), from e-commerce, automobiles, and FMCG.

Today, that percentage, with an additional 5% increase, is dominated by e-commerce, mobile phones and online fantasy games.

Today’s cars are less than 10% and FMCG is in the same area. Thanks to the boom in online bookings, banks and financial services, and of course PayTM and GPay, are at a significant 20%.

Historically, IPL was held at the peak of summer and worked well with brands that were heavily consumed at the time. Soft drink giant Pepsi has been the lead sponsor for several years.

This edition coincides with the holiday season that began until Diwali in mid-August. Yes, there is a fight for the dollar, but cricket is expected to win.

Nitin Bawankule, head of advertising sales for Star & Disney India, the network that owns the broadcast rights, believes that the new category is showing interest in IPL because of its size and impact.

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“We are constantly innovating and creating customized advertising solutions based on our brand agenda, making them an integral part of marketers’ media plans. This year, edutech, e-commerce, fintech, healthcare and fashion. , Food, grocery delivery, “he says.

For most of these businesses, the popular attraction of IPL is the absolute clincher. The impact of COVID on the story cannot be underestimated.

Harish Iyer, EVP of Interactive Avenues, a full-service digital agency, said:

IPL as an advertising medium is clearly the most expensive offer (about Rs 130,000 in a 10 second spot), but it attracts many advertisers.

Take Livspace, a player in home interiors and renovation spaces, as an example. “Given that range, it’s probably one of the best platforms in India, especially for younger brands like us,” said Kartikeya Bhandari, CMO of the company.

Three years ago, the IPL media spending pie had many car and mobile operator operators, a gradual decline.

In that sense, names like Grow, Upstox, and Livspace are interesting. Bhandari emphasizes that the impact of IPL is amplified over regular cricket events (lasting about two months) given its duration.

“The combination of large reach and its highly immersive nature makes IPL the perfect property for any brand to invest in,” he adds.

One of the important changes is the number of screens. Previously it was only TV, but OTT is also a big topic. This has improved the convenience of the viewer.

Watching hotstars on TV, for example, is commonplace today. “Communicators are driving the growth of online video, and their diverse content and sports investment strategies are driving user growth in Tier 1 and 2 cities, and their interest in advertising,” said Iyer. Is increasing. “

Similarly, it tended to stimulate the mind. Balu Nayar, who conceptualized and monetized IPL, mentions fluctuations in viewing patterns.

“Some of them seem counter-intuitive. 2020 reached a record high, but the following year it was significantly better than 2019, but decreased,” he says.

In fact, this is the first time I’ve seen “the first year of a decline in IPL OTT numbers.” Nayar points out that the reason isn’t clear yet, but I’m not a little worried.

“This may be just a moment of the long-term growth story of OTT, especially sports OTT in India,” he summarizes. For now, it’s time for cricket as the IPL jumboly begins.

IPL and its changing advertiser profile

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