Television

IPL 2019: Tech brands optimise ad slots to drive digital interactions

More than 60 per cent ads on TV and OTT platforms are tech ads.

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/06/Prateek_N_Kumar.jpg?itok=r-Ldx52j

The Indian Premier League (IPL) has been growing with every iteration from its inception in 2008 and has become one of the most celebrated Twenty20 match formats in India. With some of the biggest players in the world joining in with local up-and-coming talent, the IPL has garnered both Indian and international audiences. According to BARC data, the first three games of IPL 2019 witnessed a 31 per cent surge in viewership as compared to last year.

This massive audience can be the perfect opportunity for brands to position themselves and maximize their reach. Since we’re in the age of analytics, it would be a crime to leave out social media stats as well. In the month building up to IPL 2019 (20 February – 21 March), there were a total of 73,400 mentions and in terms of pure mentions across platforms and engagement stands at a whopping 1.1 million according to Talkwalker, a prominent social media analytics company based in Luxembourg.

So when it comes to India, one thing to keep in mind is that cricket has no language. It’s our nation's favourite and most popular sport. In terms of revenue generating potential, Star India Pvt Ltd understood the capabilities and won the rights to the IPL. Last year, Star India aired the IPL final in eight languages across 17 channels.

According to the BARC data analysed by Insidesport.co, 22 per cent of the viewership for IPL has come from regional language feeds. These statistics establish how Star India has been able to expand into, and open regional markets well than previous IPL seasons on the Sony Pictures Network.

In fact, it is such a big opportunity for advertisers that Star TV has requested permission from the BCCI to broadcast political advertisements during the telecast of the games. While the IPL takes place from 23 March to 19 May, Lok Sabha elections are scheduled between 11 April and 19 May. For many political parties, this is a one-of-a-kind opportunity to connect with voters all across India.

Coming back to brands and advertising, another aspect to consider is the evolving arena. Consumers are now watching IPL content on OTT platforms such as Hotstar, SonyLiv, etc. Star India said it would offer targeted ads on its video streaming platform - Hotstar for IPL 2019.

As the viewing experience has diversified, advertisers are also changing their focus by using analytics to reach their TG with more relevant content. Broadcasters are increasing their efforts to take advantage of regional markets by targeting demographics on different platforms with different content as well.

But purchasing ad space during the IPL is not for every advertiser. Only the most successful and premium brands are able to buy the coveted space of 10-20 seconds. So in turn, the question doesn’t come down to national or local advertisers but rather tech brands and non-tech brands.

A majority of ads during the IPL (more than 60 per cent ads) on TV and OTT platforms are tech ads. Companies like Swiggy, Paytm, Netmeds and Make My Trip utilise these ad slots on mainstream media to drive interaction their own digital platforms.  

Another key factor when it comes to advertising is actually the year. The ICC World Cup will also take begin in May 2019 and hence ads on the IPL and World Cup 2019 may be seen as a double-edged sword. If well strategised, brands can take advantage of the opportunity to gain maximum traction during these mega events. On the other hand, if unplanned, ad budgets are likely to dwindle leaving sub-standard visibility during only a single event.

For brands not considering a direct tie-up with broadcasters, IPL fever can still be used to your advantage. If budgets are low, consider piggybacking on hashtags and contests to increase visibility and engagement. If adequate budgets are available, on-ground activations at stadiums can be a gold mine creating buzz amongst the attendees and connecting with your audience on a one-to-one basis.

Similar to the IPL teams competing against each other, brands are starting to compete against each other for ad slots. Being one of the biggest opportunities to reach audiences across the country, brands are likely to bid against one another for a coveted piece of the IPL pie.

(The author is CEO and MD at NeoNiche. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/20/TV_REMOTE.jpg?itok=jEQBmFHp
SVoD-Pay TV combined households increasing

With the advent of subscription-based video-on-demand services (SVoD), Pay-TV households are declining globally. But numbers of SVoD only households along with SVoD-Pay-TV combined households are increasing, according to a report from Ampere Analysis.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/20/Prime_Day.jpg?itok=YYBduO7J
With Prime Day Sale ads, Amazon Prime Video becomes top brand in BARC week 28

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 6 July 2019 and 12 July 2019.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/kabaddi.jpg?itok=rzdA8u0k
#IsseToughKuchNahi say all twelve captains of VIVO PROKABADDI SEASON 7

MUMBAI: VIVO Pro Kabaddi League, one of the most-anticipated sporting events of the calendar is back with Season 7 begins on 20th of July 2019 in Gachibowli, Hyderabad. Unveiling the coveted trophy, the captain of all 12 teams came together to speak about the excitement for the upcoming season.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/star-movies.jpg?itok=CpNi1tDR
Look Beyond What’s Visible and Travel in Time with Star Movies’ Movie of the Month, A Wrinkle in Time

MUMBAI: Star Movies, one of the leading English Movie Channel, is geared to entertain all ages and make you travel in time and space with its Movie of the Month, A Wrinkle in Time. Based on a 1962 book which has been in and out of controversies ever since, the movie still grossed over $132 Million...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/bindass.jpg?itok=NkWHj3ln
Zee Cinema to air blockbuster entertainer Bindass Rani (Kolamaavu Kokila) on Tuesday, 23rd July

MUMBAI: Nelson Dilipkumar’s ‘Bindass Rani’ is a dark comedy crime film revolving around the drugmafia. Starring superstar Nayanthara, as a shy yet street smart girlwho is forced into becoming a drug peddler for the sake of her family. Zee Cinema is set to premiere the riveting tale of Bindass...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/sanskar.jpg?itok=0Jxnys-i
Manoj Tyagi, CEO Of Sanskar TV, honoured by World Book Of Records

MUMBAI: The CEO Of Sanskar TV, Mr. Manoj Tyagi, has been honoured by World Book Of Records, London for promoting spiritual and Vedic wisdom across the globe at The Mayors Office, Harrow, London. On this occasion the award was presented to Mr. Manoj Tyagi by Dr. Diwakar Sukul (Chairman of WBR,...

Television TV Shows Awards
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/one.jpg?itok=fzcn6Lww
One Life Studios brings world class content to India

MUMBAI: One Life Studios becomes the exclusive distributor of the award-winning American series “Breakers”, a Deo Tv original. One Life Studios, a subsidiary of Swastik Productions, thrives on telling Indian stories to the world. Now with the changing trends, One life Studios has decided to bring...

Television Production House Post Production
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/jsw.jpg?itok=hFb-UZGG
APL Apollo announced as principal sponsors of Haryana Steelers for Pro Kabbadi League Season 7

MUMBAI: One of India's largest Steel Pipes Manufacturers, APL Apollo was announced as the principal sponsor of Haryana Steelers for the seventh season of the Pro Kabbadi League. The JSW Sports-owned franchise made the announcement at their new home ground in Panchkula which will see APL Apollo...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/star.jpg?itok=3isbbU9l
Home to the World’s Best Content with 156 Emmy Nominations

MUMBAI: Star World, India’s leading English Entertainment channel, is known for airing some of the most popular and critically acclaimed television shows in the country. Once again, with the announcement of the 71st Emmy Awards nominations, the channel establishes itself as the source of all things...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories