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"On the T20 World Cup, all matches (where India is playing) will have a nationwide following, to see how India is poised against other teams as they move into the semi-finals and finals of the tournament.Apart from Pollard, Jasprit Bumrah scalped two wickets, while Krunal Pandya and Rahul Chahar returned with one each. Harish Iyer, EVP, Interactive Avenues, a full-service digital agency explains that the audience profile during the IPL is more skewed towards cities and franchisees that do well or have created a great persona about the teams. Another 45 per cent comes from mobile handsets and online fantasy games. Largely speaking, opting for one event over the other boils down to brand budgets and timelines for promotions." The changing profile of the advertiser on digital, for instance, now has a large proportion (around 40 per cent) from e-commerce, automotive, and FMCG e-commerce is at least 25 per cent. "Whether it is IPL or the T20 World Cup, there is no denying that these two sporting events are a goldmine for eyeballs, especially when it comes to brands aiming to connect with a large audience base and going beyond the home country. As Nida Naushad, Head of Brand, CARS24, says cricket is deeply rooted in Indian culture. The interesting conundrum is that while cricket is not cheap, the reach it gives is quite unbeatable. The compounded viewership across screens propelled by OTT platforms makes digital the go-to platform for a new-age brand like ours."Īlso read: IPL and its changing advertiser profile "That said, we are primarily betting on digital. Given Livspace is expanding into Tier-2 markets, television is the best way to reach the right audience. The decline of appointment viewing has made live sports, be it cricket, tennis, or football, one of the more prominent parts of a marketer's media mix," he explains. " markets that we are present in, a significant portion of our audience favours digital and we will invest there. The interesting part is the proportion of money that will go into digital. His company was on the IPL advertiser list as well. This year, the event promises extensive reach in India and other markets building on the celebratory mood of the festive season," says Kartikeya Bhandari, CMO, Livspace, a company in the home interior and renovation space. "Considering it is not an annual event, unlike the IPL, there is always a higher level of interest in the game. The IPL, it must be mentioned, had an advertising rate of Rs 12-13 lakh.Īdvertisers maintain it is necessary to be there on the T20 World Cup. If things work to plan, the broadcaster will gross a revenue of Rs 1,200-1,300 by way of television advertising revenue and another Rs 250-300 crore through its digital platform, Hotstar.
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And if the same two teams make it to the final, viewership will hit the roof and it is expected that a 10 second spot will be at least Rs 25 lakh. The equation changes the moment India is mentioned and it will be as much as Rs 18-19 lakh for a spot and nothing comes close to the much-awaited India-Pakistan clash on 24 October (to be played at Dubai's international cricket stadium), where the asking rate is said to be Rs 23-25 lakh for a 10 second spot. Also read: Twitter exceeds revenue targets with ad improvements, shares up 7%Īdvertisers and media planners told Business Today that a 10 second advertising spot (there are 2,600 seconds of commercial time for each match) will cost less than Rs 5 lakh for a match where India is not playing.