The official digital streaming partner of the Indian Premier League (IPL) 2023-27, JioCinema is likely to dominate advertising expenditure (AdEx) this season, contributing to over two-thirds of total AdEx.
JioCinema’s real-time number tracking technology allows advertisers to measure their effectiveness, and with more people watching IPL on the go, the platform’s average concurrency rate is nearly quadruple that of the previous year. This season, the number of sponsors for IPL’s digital platform has reached 26, the most for any sporting championship.
Anil Jayaraj, CEO, Viacom18 Sports, said, “Fundamentally, digital has options and opportunities for everybody. Digital is also measurable and targetable. Through JioCinema, advertisers are reaching the right audiences at the right price. JioCinema has also opened doors for a lot of advertisers, smaller brands and companies to join the bandwagon, which used to be the exclusive preserve of top 100 advertisers.
“Additionally, we have over 40 advertisers on CTV exclusively, including international brands, financial services, e-commerce, autos, B2C, B2B brands. Connected TV (CTV) advertising spots have been increasing every week of the TATA IPL.”
Speaking on JioCinema’s innovations in a testimonial, Vivek Srivatsa, Chief Marketing Officer, Tata Motors EV, said, “Jio Cinema has brought about a revolution in IPL watching by offering free access to the tournament and leveraging cutting-edge technology to enhance the viewing experience, including 4K streaming, multicam and multi-language options. This has enabled a wider demographic to experience the spectacle like never before. The innovations in ad delivery has enabled us to take our campaign go.ev with Tiago.ev not only to urban India, but also to smaller towns. We wish to drive tremendous value from this partnership and fast forward the ongoing EV adoption in India.”
Vishal Chinchankar, CEO, Madison Digital, said, “Our clients have had a positive experience, as we have seen the high concurrencies resulting in to impressions having delivered on most campaigns. In some cases our client have reallocating investments on digital medium for IPL.”
According to a recent TAM report, CTV ad spots have increased by 20%. IPL 2023 on Connected TV attracted twice as many views as HD TV, suggesting an increasing trend of consumers choosing the ease and flexibility provided by CTV platforms.
Commenting on CTV advertising, Sandeep Shukla, General Manager & Head Marketing Communication, Jaquar Group, in his testimonial, said, “JioCinema’s CTV is the go-to platform for IPL viewers across India, with high-quality 4K streaming and extensive language options. Advertisers can tap into this vast and affluent audience to increase brand awareness and engage with passionate cricket fans. Showcasing our brand’s message on CTVs for an immersive and engaging viewing experience drives high recall. It’s an excellent opportunity to reach a large, engaged audience and grow your brand with Jio Cinema’s CTV platform during IPL matches.”
The IPL 2023 season is expected to produce $550 million in revenue, with digital accounting for more than 60% of the total. JioCinema has already surpassed 1300 crore video views in the first five weeks of the competition.
According to Synchronise and Unomer research, 73% of fans are watching IPL on JioCinema.