IPL advertisers get good RoI this time
Flexibility to choose between digital and traditional TV, and technology allowed for regional level showcase also led smaller budget advertisers to join the fray
Power Play
- Just-concluded IPL shrugged off slowdown forecast
- IPL brand value rises
- Jio Cinema sets global records in sports viewing
- It registered 12 crore unique viewers
Mumbai: Advertisers received good returns on their investment (RoI) from the IPL, which concluded on Ahmedabad on May 29. Moreover, the addition of the two new teams was a centre of attraction for the viewers.
Talking to Bizz Buzz, N Chandramouli, Chief Executive Officer, Brand Trust Report, says: “This year’s IPL was quite a nail-biting finish, keeping audiences well engaged. With two new teams in Ahmedabad and Lucknow, newer audiences also joined in the IPL jamboree.”
Advertisers had a good RoI from IPL, as they could choose between digital and traditional TV, and technology allowed for regional level showcase also, helping smaller budget advertisers join the fray, he said.
This was the longest IPL till date, and the IPL brand too has grown in value, while many predicted a slowdown, Chandramouli further said.
Meanwhile, JioCinema’s digital powerplay in Tata IPL 2023 broke global records to usher in a new era in sports viewing.
The Tata IPL 2023 became globally the most watched digital event as JioCinema set an array of global benchmarks including more than 12 crore unique viewers tuning in to watch the most thrilling IPL finals ever. JioCinema’s record breaking customer engagement in this IPL came with unique differentiators like 17 simultaneous feeds across 12 languages including 4K, with multicam views giving viewers an unprecedented degree of autonomy and stadium like experience through AR/VR and 360-degree viewing.
All this led to an increase in the average time spent of more than 60 minutes per viewer per match. JioCinema registered over 2.5 crore downloads, a record for any app in a single day. After the unprecedented response through the first four weeks, JioCinema released 360-degree viewing feature to delight fans, showcasing the power of immersive fan engagement on digital.
JioCinema delivered high audience engagement through simultaneous social engagement through Jeeto Dhan Dhana Dhan. JioCinema’s IPL fan parks across 30 cities made out-of-home sports viewing omnipresent, for the first time on digital. The excitement around IPL 2023 reached a fever pitch during the final as JioCinema set a new world record with 3.21 crore people watching. The official digital streaming partner of Tata IPL registered over 1700 crore video views through the 16th edition. Jio Cinema’s unrivalled customer engagement has been matched by extraordinary participation with 26 sponsors and more than 800 advertisers.
“Record-breaking scale on JioCinema combined with targeting, the flexibility of cost, measurement, interactivity, reach, and integration offered significant advantages to its sponsors and advertisers,” said Viacom18 Sports CEO Anil Jayaraj.
The remarkable engagement and participation on digital marks an inflection point in the industry where both viewers and advertisers have made their preference clear making it a turning point, he added.
