Indian Ipl 2023 – Stunning blockbusters, high-octane drama and inter-team rivalry, this glamorous sporting event has it all. Yes, we are talking about glamor and sports and only one event grabs our attention, that is IPL and what a crushing IPL matches we have had so far.
The excitement of IPL lies in the beauty of the pictures, the IPL stems (which became a resounding memory) and the perfect swing between family fun and serious sport. Going back to 2008 when IPL was conceived, it was a heady mix of Bollywood entertainment and India’s favorite sport. Remember the over-the-top IPL commercial ‘Manoranjan Ka Baap’, since then IPL has blossomed into a full-fledged drama worthy of the entertainment-hungry audience.
India Ipl 2023
Well, it would be blasphemous to talk about IPL and not mention the brands and advertisers who are gearing up hard for IPL scams. While IPL advertising is attractive, it also requires proper planning. The tug of war between TV and digital is real, but why worry when we’re here to help you make an informed decision.
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Keep reading our blog to know all about IPL advertising on TV vs Digital and make the most of this opportunity.
Remember when Netflix announced it was going to start online streaming and the iPhone first saw the light of day. Since then, questions and headlines like “Is TV dead?” have come out of every pundit and report. The death of television was heralded as inevitable, but in reality, even years later, we are too early to make such a statement. Even in 2023, the majority of television viewing is still dominated by linear television, and it is safe to say that television is here to stay.
If we talk about the revolution of television, it has seen a massive transformation from cable to DTH to sports broadcasting and global content. GroupM South Asia CEO Prasanth Kumar said, “There are many new opportunities for TV advertisers in the coming years. India is expected to become the third largest television market in the next three years.” (Source: E4M)
With around 210 TV households, GroupM estimates that TV penetration in India is around 70%, so there is still plenty of room for growth.
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However, TV ad spend in India is estimated to grow at a relatively slower pace than earlier due to heavy competition from digital giants. It is expected to grow at a CAGR of 11.8% from 2023 to 2027, indicating that TV is still going strong. This rate is much higher than the global average rate of 1.1% and 3.7% for APAC. According to this data, India is expected to be the third largest TV advertising market by 2024.
The biggest reason why television still rules the market is the fact that it is suitable for family and community viewing with genres such as sports that were made for television. Key genres such as movies and sports in particular are produced and broadcast on the big screen. The viewing experience on a TV is vastly improved compared to a smartphone screen.
Also, facts like family and dating can only be best experienced on television. The family is and will remain an important part of the Indian social fabric and 97% of households with a television (as one) attest to the importance of family viewing. Here are some reasons why television will continue to grow in India:
1. Access to affordable TVs: Government focus on increasing uptime and electrification of households along with policies like support to manufacturing policies like Make in India, PLI schemes are the main factors behind TV penetration among rural households. In fact, even FMCG companies are building a deeper and better retail presence in rural areas to tap into this rural opportunity.
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2. TV is still quite affordable: The starting price for pay TV – cable and DTH – is INR 153 (inclusive of all taxes), which gives access to 200 FTA channels. (Source: KPMG Report) TV channel costs in India are among the lowest in the world when compared to traditional TV in other countries.
3. Opportunities to Increase TV Penetration: Compared to other developed markets and economies in Southeast Asia, TV penetration among rural households in India is nearly 61% and 87% among urban households. This highlights that there is still a lot of room for TV penetration to grow in India.
4. Amount of content available on television: The amount of content offered by television, including content in regional languages, is the largest among entertainment media.
Original television content in Hindi and other regional languages is being produced on a much larger scale than any OTT platform. This has a significant impact on the importance of television as a medium. The diversity of languages also ensures that the Indian television sector is profitable globally. In addition, content in regional languages is under-indexed (contribution of advertising revenue to consumption) and is therefore expected to continue to develop in the future, fueling the growth of content consumption on television.
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There has been a steady increase in ratings for sporting events, acting as a catalyst for brands to continue to invest heavily in sports advertising on television to reach a wide audience across all socio-economic classes. Speaking of socio-economic classes, sports viewership is largely based on NCCS AB households, which account for 60% of the last seasons of IPL, ISL and PKL. Other viewers come from NCCS CDE.
This core segment of the affluent audience is extremely attractive to brands given the purchasing power of this population. On that note, it is equally important that major brands achieve a lower NCCS and IPL as the product delivers on that promise.
According to the KPMG report ‘Sports Broadcasting on TV a Match Made in Heaven’, the total TV sports market was expected to be INR 7,050 crore in FY21 and is expected to reach INR 9,830 crore in FY26. This means that the CAGR is growing steadily at 7%.
Given the advantage that sports as a genre has over other genres as described above, it is expected that the growth of television advertising revenue for sports will be higher than the growth of the entire television market. The main drivers of sports subscription revenue are expected to be the growth in HH TV penetration, the increase in packages (which include sports channels) and the organic growth of pay TV.
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The audience for IPL 2022 was 400 million, which is 80% more than the audience for KBC, Bigg Boss, The Kapil Sharma Show, Khatron Ke Khiladi and Shark Tank combined. In terms of viewing time compared to the impact that GEC properties have on television, marquee athletic events also fare better. Advertisers believe that influential properties like the Indian Premier League help advertisers connect better with consumers and help them gain consumer trust.
Since its beginnings, the tournament has only gone from strength to strength and increased its audience. The league has now become a key event for both viewers and advertisers, driving huge advertising spend every year.
The tournament has offered brands a lucrative opportunity to reach an engaged and massive audience, a gold mine for brands looking to target a national audience.
The IPL keeps the audience glued to their television sets throughout the tournament and with the live television rights re-acquired by Star Sports, the audience reach will further expand.
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As viewership increases, brands and marketers are actively investing in the series. An analysis of the IPL 2022 season shows that STAR earned Rs 58.1 crore per match through advertisements.
What is more interesting about IPL is the entertainment factor associated with the sporting event. Since its inception, IPL has been designed as family entertainment, take IPL slogans for example, from ‘Manoranjan Ka Baap’ to ‘Keep Calm Kanna’, everything about the tournament is refreshing, catchy and sparkling. IPL has everything the audience needs to be entertained, be it music, famous faces or countless advertisements that touch on the theme of IPL.
In India, sports are widely used across all socio-economic groups and popular leagues are becoming very popular among NCCS AB households. A higher percentage of viewers from the most affluent NCCS AB households watched sports, increasing the overall television reach. (17% increase in 2022 compared to 2019).
Advertisers and brands, both traditional and startup/new year, can make the most of IPL advertising. Traditional businesses such as FMCG can reach a mix of urban and rural consumers due to the greater dispersion of consumption in NCCS (including CDE). To effectively reach their TGs across age groups, new age brands (including consumer, fintech and commercial) are using sports features like IPL and sports on TV is a key feature of their brand building bike.
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The data above highlights the audience’s desire to watch sports in their native language, resulting in high content engagement. In addition, it gives advertisers the opportunity to strengthen or expand their brand presence across India.
This has a significant impact on the importance of television as a medium.