1 week Ago
Cricket in India transcends sport, it is an emotion that unites generations. It evokes nostalgia rekindling childhood memories filled with laughter and togetherness. Over the years, cricket has evolved beyond international tournaments, and the advent of the Indian Premier League (IPL) has taken the game to an entirely new level, making it a global spectacle.
With technology and digitization at the forefront, viewership has shifted from cable and satellite TV to streaming platforms. This evolution holds great opportunities for the advertisers, capitalising on IPL’s massive viewer engagement to display their brands. This also leads to the rise of connected TV advertising as it changes the whole traditional advertising landscape and displays the ads which resonate with the users.
An EY report projects, “Linear TV revenues fell for the second consecutive year with a 6% drop in advertising revenue and a 3% decline in subscription revenue. Pay TV homes decreased by six million, while Free TV and Connected TV homes increased. Connected TVs grew to 30 million from 23 million in December 2023”.
The viewership of people watching IPL on connected TVs touched 8 million in 2024. This surge in the viewership has reflected positively for CTV advertising owing to several reasons. The shift to streaming platforms has fuelled CTV consumption, especially in this IPL season.
Targeted advertising offers precise audience targeting based on region, age, income group, and preferences, making it an affordable platform for the advertisers. As many people use multiple devices simultaneously while watching the match, brands deploy interactive and multi-screen ads for the viewers, to ensure tailored and personalized advertisements that connect with them. Connected TV provides larger screens and crystal-clear visuals, which enhances the viewer experience by giving them the opportunity to engage directly with the brands, creating a change in the consumer behaviour that leads to growth, engagement, and traction for the advertisers, making Connected TV a favourable medium.
For a brand, traditional advertising is an expensive investment when compared to advertising on CTV. This format holds a unique edge by allowing measurable metrics that help understand campaign effectiveness while also offering insights that help drive demographic-wise narratives. With the emergence of artificial intelligence, the connected TV ecosystem promises more innovation and engagement.
Data driven advertising seamlessly merging with brand integration will reshape the dynamics of the sports landscape and the opportunity it holds for an advertiser, leading to a more personalized campaign and smooth user experience. As IPL continues to captivate millions, the convergence of connected TV and advanced technology marks a pivotal moment for advertisers. This is not merely a shift in medium, it is a strategic leap toward precision, engagement, and measurable success.
Brands that harness CTV’s capabilities during IPL can transcend traditional boundaries, connecting with audiences on a deeper level while driving tangible results. With AI and data analytics accelerating this transformation, the future of advertising is clear - personalized, immersive, and undeniably effective..
