IPL On Jio Cinema: The first IPL match on TV got 40 percent fewer advertisers, digital made a big dent
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Advertisers reduced from 52 to 31 in the first match on TV
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Total TV sponsors also reduced from 16 to 12.
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Digital gets the support of more than 125 exclusive advertisers
IPL On Jio Cinema: A new trend has emerged in IPL. Leaving TV, advertisers are turning to digital. In the TV rating of BARC India, where in the first match last year, about 52 advertisers had given advertisements on TV. And this year only 31 advertisers appeared. That is, 40 percent of advertisers have turned away from TV broadcasting.
In the last IPL season, the number of TV advertisers was around 100. This time TV will be able to touch the figure of 100 advertisers, it seems very difficult. There has also been a decrease in the number of sponsors on TV, last year there were 16 sponsors which have come down to 12 this year. Out of these 12, one sponsor is also associated with the third match.
Companies associated with Reliance are completely missing from the list of advertisers. The reason is Viacom-18, a Reliance group company, which has got the digital broadcasting rights of IPL. Other big TV advertisers who quit include Byju’s, Cred, Muthoot, Netmeds, Swiggy, Flipkart, PhonePe, Meesho, Samsung, OnePlus, Vedantu, Spotify and Havells. Star Sports Network is telecasting live IPL matches on TV in India.
Digital has captured a major part of TV ad revenue. Ignoring TV, more than 125 advertisers have tied up with Viacom-18 for digital advertising. These include companies like Amazon, PhonePe, Samsung, Geomart, UB, TVS, Castrol, ET Money, Puma, Ajio. Advertisers are decreasing on TV, obviously this will have a direct impact on the revenue of TV broadcasters as well. There is still time to come out with the full figures of IPL’s revenue, as the IPL progresses the picture will become more clear.
Viacom-18 in India is live streaming IPL 2023 matches on the Jio Cinema app. For a total of Rs 20,500 crore, Viacom-18 acquired the rights of digital live stream of matches in India. Users of all telecom providers with Jio subscribers can enjoy IPL matches by logging into Jio Cinema app for free.
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